Michaela Merk

Through this inspiring and immediately actionable talk, leaders discover the invisible mechanisms that allow the great luxury houses to turn a product or service into a true object of desire. Because when a brand becomes desirable, price ceases to be the main criterion. The customer no longer buys merely an offer: they buy an experience, an emotion, a sense of belonging. This talk shows how to concretely apply the codes of luxury — relational excellence, scarcity, storytelling, emotion, customer experience and brand consistency — to any type of business, even outside the luxury sector. Participants leave with a new strategic vision: increase the desirability of their company in order to naturally increase its value. And today, this challenge goes well beyond customer relations. Companies with high perceived value also attract more talent, more easily unite their teams and build a more engaging corporate culture. In the era of artificial intelligence and hyper-competition, desirability becomes a major competitive advantage. The brands that succeed tomorrow won't only be the most performant. They will be the ones with which customers, partners and employees deeply want to forge a bond.