Emotional Branding

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Emotional Branding: The Strategy Behind Why People Buy

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Why do people actually buy?

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Research shows that up to 80% of decisions are emotional — meaning the success of your brand depends on much more than just logic or a clever solution.

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In this interactive session, brand strategist Jackie Luzy will guide you through the essentials of emotional branding — from understanding the four emotional buying moods to discovering your brand archetype and crafting a message that truly connects.

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Through a mix of talk and hands-on exercises, you’ll explore:

- How to align your brand with your customer’s emotional state

- How to identify your own brand archetype (and why it matters)

- How emotion, clarity, and strategy can transform your message

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Although especially relevant for founders and entrepreneurs, this session is valuable for anyone curious about branding, design, and communication. Expect practical insights, real-life cases, and the chance to apply emotional branding tools to your own ideas.

At the end, you can ask your questions during the Q&A session.

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Snacks, sodas, and a light meal will be served.

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When: Tuesday, 28 October
Time: 16.10-17.45
Where: 2F16 (DR Building)

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About Jackie Luzy
Jackie Luzy has over 20 years of experience spanning entrepreneurship, sales, and marketing. She is a certified Customer Type Specialist and works with the four emotional customer types — a method now used by more than 10,000 companies in Denmark as well as international businesses and educational institutions. Jackie has worked with 100+ brands and has taught and mentored at institutions such as Ateneo de Manila University and Copenhagen School of Entrepreneurship.

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