Brands have become a common component of customers’ lives at an accelerating rate over the past century. While most would acknowledge that we do use brands to help us identify quality firms or products, brands have evolved to serve much broader functions, both consciously and unconsciously, for the modern customer. 

In this talk, Dr. Gavan Fitzsimons will highlight some of the ways that brands have become omnipresent in our lives, talk about some of the positive and negative consequences of this evolution, and how EO members should think about managing their brands as a result.

EO Opportunity: Do you need help with your brand? Learn about how your company can partner for free with the Duke-Ipsos Center for Shopper Insights

Who Should Attend: You and your key marketing executive

Who is Gavan Fitzsimons?

Gavan Fitzsimons is the Edward S. & Rose K. Donnell Professor of Marketing and Psychology at Duke University’s Fuqua School of Business. His research focuses on understanding the ways in which customers may be influenced without their conscious knowledge or awareness by brands and companies, often without any intent on the part of the firm. 

His work has been published in many academic journals such as the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Marketing Research, Marketing Science, Management Science, Organizational Behavior and Human Decision Processes, the Journal of Personality and Social Psychology, and Psychological Science. 

His ideas have also been featured in many popular press outlets such as NPR, CNN, MSNBC, the New York Times, Wall Street Journal, Psychology Today, Oprah Magazine and Time Magazine, amongst many others. 

He is co-director of the premier academic-industry partnership in exploring the consumer psychology of shopper behavior - the Duke-Ipsos Center for Shopper Insights.