Barbara Kahn, a marketing guru from Wharton, joins reporter Stacey Vanek-Smith to explore the intriguing world of marketing and luxury branding. They break down the essentials of crafting persuasive pitches and effective marketing strategies. The discussion includes the allure of the Birkin bag, revealing how exclusivity shapes consumer desire. With anecdotes from real marketers and insights on the psychological tactics behind luxury goods, this conversation uncovers the fine line between necessity and desire in marketing.