Decoding Desire: The Symbolic Power of Luxury Brands | Dr. Anne-Flore Maman-Larraufie
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 Dr. Anne-Flore Maman-Larraufie, founder of Sémioconsult, Academic Director at École Polytechnique Executive Education, and former Academic Director of ESSEC Business School's Master program, which houses the prestigious LVMH Chair in Luxury Brand Strategy.
Dr. Maman-Larraufie has worked with houses like Cartier, LVMH, and L'Oréal, helping them decode the symbolic architecture that creates desire, loyalty, and enduring brand value.
Inside This Episode:
→ How luxury brands create desire through strategic scarcity
→ The role of semiotics in decoding brand meaning
→ Why myths and archetypes build emotional resonance
→ Protecting symbolic value in digital and global markets
→ Adapting brand narratives across cultures without dilution
→ The hidden architecture that makes certain brands unforgettable
Whether you're a luxury consultant, brand strategist, marketing professional, business school student, or simply fascinated by consumer psychology and brand storytelling, this is a rare opportunity to hear from one of the top academics shaping luxury brand management at Europe's leading institutions. Insight you won't find in case studies or trend reports.
CHAPTER MARKERS
00:00 — Introduction: Desire and Rarity in Modern Luxury
00:41 — Dr. Anne-Flore Maman-Larraufie: From Engineering to Semiotics
01:42 — The Dual Meaning of Luxury: Symbolism Beyond Products
05:46 — The Power of Storytelling in Luxury Brand Strategy
06:24 — Myths and Archetypes: Building Timeless Brand Narratives
14:44 — Creating Desire Through Exclusivity
22:35 — Semiotics in Practice: Elevating Brand Value
29:02 — Luxury in the Digital Age: Challenges and Strategies
34:44 — Brand Consistency: Why Every Touchpoint Matters
34:55 — Common Mistakes in Digital Brand Expression
35:23 — Managing Social Media Content with Strategic Intent
36:40 — Luxury Brands and Market Rarity: Balancing Supply and Desire
38:24 — Adapting Brand Storytelling for Global Markets
42:28 — The Risks of Over-Adaptation in Brand Strategy
49:22 — Strategic Growth Management: Scaling Without Dilution
53:46 — Working in Luxury: Insights and Advice for Emerging Professionals
HASHTAGS:
#LuxuryInsights #ConsumerInsights #LuxuryBranding #LuxuryStrategy #BrandStrategy #InsideLuxuryBrands #BrandSymbolism #PremiumBranding #GlobalLuxury #Semiotics #LVMH #ESSECBusinessSchool #LuxuryMarketing #BrandStorytelling #LuxuryManagement #ConsumerPsychology #LuxuryMindset
CONNECT WITH DR. ANNE-FLORE MAMAN-LARRAUFIE:
Sémioconsult: https://www.semioconsult.com/en/
LinkedIn: https://www.linkedin.com/in/annefloremaman/
LUXE CONSUMER IQ:
www.luxeconsumeriq.com
www.luxeconsumeriq.com/newsletter
