Why do people actually buy?
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.

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.

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

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.

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

When: Tuesday, 28 October
Time: 16.10-17.45
Where: ITU (Room TBA)

SIGNUP REQUIRED
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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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