Episode 02: Decoding Desire

Decoding Desire - The Symbolic Power of Luxury Brands

Desire is the most powerful currency in luxury. It’s what separates a brand from a product — and builds value that lasts across campaigns, markets, and generations.

But how is desire actually created? And what makes some brands irresistible, while others struggle to spark that emotional connection?

Today, we’re unpacking the psychology of luxury with one of the foremost experts in how symbolic value is built, communicated, and protected.

You’ll hear how our guest has worked with houses like Cartier, LVMH, and L’Oréal to decode meaning and desire — and apply it across global campaigns, cultural storytelling, and long-term brand growth.

You’ll also walk away with practical ways to apply this thinking to your own brand.

And stay with us until the end — because we also explore how to protect that value once it’s built, without losing the intangible magic that makes luxury so powerful in the first place.