Feelings You Can't Ignore - Using Emotion to Build Successful Brands After successful appearances at The Luxury Marketing Council's Brazil and Florida chapters, Crispin Reed, Managing Director of Brandhouse, comes to New York to show us how brands can achieve an emotional competitive advantage. Crispin Reed and Brandhouse are at the forefront in the study of emotion and marketing.

Through their research, they have determined the precise nature of the emotional competitive advantage. This has profound implications for marketers as we build strategies on what consumers tell us. But consumers can only express "intellectual alibis;" a term coined by Luxury Marketing Council Fellow Dr. Clotaire Rapaille. Today, to truly influence purchases a brand needs to put emotion at the heart of its strategy.

Crispin will explain the seven emotional dimensions and discuss their key findings. One of which is that "it is almost impossible to become a significant player without an overall positive score in all seven emotional dimensions." Crispin will discuss key points, including: What are the tangible values that add up to a brands assets and what is the role played by emotion in brand building What are the new discoveries of neuroscience about the motivational component of the human mind. How to develop, manage and measure a brands Emotional Appeal to achieve success in the market. In addition, Crispin will be holding an intimate workshop morning on Thursday 16th September, where he will expand on his presentation and give you have the opportunity to use his insight within your own marketing models. If you would like to attend the workshop, please RSVP to vboucher@luxurycouncil.com