The one with Unilever Chief Growth & Marketing Officer, Esi Eggleston Bracey on what CEOs need to know about driving desirability at scale, the difference between marketing and sales, and how you win hearts, minds—and machines.
The CEO’s Guide to Marketing
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The Power of Desirability in Marketing
This chapter explores the concept of 'desirability' in consumer marketing, differentiating between its role in consumer packaged goods and luxury brands. It emphasizes the emotional connections brands must create to elevate their market presence and drive growth. Through personal anecdotes and case studies like the Dove Campaign, the discussion illustrates how understanding consumer desires can enhance marketing strategies and overall brand value.
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