Masterclass: Management of Iconic Brands

What icons tell us about our times

In an age of disruption, uncertainty and constant innovation, some products, brands and symbols continue to transcend generations, markets and cultures. Why do certain icons endure while others fade away?

Join us for an exclusive online masterclass led by Professor Anne Michaut and Professor Anne-Laure Sellier, two leading experts in branding, consumer behavior, and the management of iconic assets. Drawing on their latest research, they will explore why icons have become such powerful cultural and economic forces, what they reveal about contemporary society, and why their role is increasingly relevant in times of change. 

During this session, you will discover:

• Why icons capture collective attention and shape consumer behavior
• The psychological and cultural mechanisms behind iconic products and brand
• What today's fascination with icons tells us about business, society, and leadership

This masterclass also offers a preview of the executive short program Management of Iconic Brands, designed for CEOs, CMOs, entrepreneurs, and senior leaders seeking to understand how iconic assets create resilience, desirability, and long-term performance.

Speakers:

Anne MICHAUT
HEC Paris Professor
LVMH Chair Holder and specialist in luxury, branding, and the strategic management of iconic assets. 

Anne-Laure SELLIER
HEC Paris Professor
Cartier Chair Holder and expert in consumer psychology, emotions, and decision-making. 

We look forward to welcoming you to this thought-provoking conversation on the power of icons and what they can teach today's leaders.

Maria VERIGINA, HEC Paris Executive Education program consultant, will also be available during the Q&A session at the end of the masterclass to answer any questions regarding registration and funding.

Register now to attend this masterclass.