We are thrilled to announce Branding Research Day on May 5th, 2022, at the Musée Gadagne located in the center of Lyon’s magical old town. Hosted by emlyon business school’s Lifestyle Research Center, this daylong, face-to-face event aims to bring together academic and professional speakers and audiences to cross-fertilize insights regarding the contemporary state of the art in branding.

We will start the day with invited talks by two of the world’s leading experts on the topic. Douglas Holt will present brand new insights on his cultural strategy paradigm drawing on his forthcoming book How Brands Innovate. Giana Eckhardt will expand on brand storytelling based on her recent HBS case and latest research. The event will continue with research presentations by two junior scholars: Stephanie Kogler on brand citationality and Anil Isisag on doppelgänger brand images. We will conclude the day with a roundtable featuring branding professionals from hospitality, luxury fragrance, and sustainable food industries.

We warmly welcome researchers, practitioners, and students of branding to join our event. Please direct your queries about the academic program to event organizers Anil Isisag (isisag at em-lyon dot com) or Karine Raïes (kraies at em-lyon dot com). For practical information (accommodation and travel), please contact Florence Thizy (ext-thizy at em-lyon dot com).

We look forward to seeing you in Lyon!

Registration is closed.

Tentative program:


Welcome and Coffee


Opening Remarks


Douglas Holt, Cultural Strategy Group
Invited talk • Cultural Strategy based on forthcoming book How Brands Innovate




Giana Eckhardt, King’s College London
Invited talk • Brand Storytelling


Stephanie Kogler, University of Innsbruck
Research presentation • Brand Citationality

Anil Isisag, emlyon business school
Research presentation • Doppelgänger Brand Images


Coffee Break


Industry Roundtable
Hanna Hiekkamies, Valio
Anne-Sophie, Le Provost, Dior
Léa Ben Zimra, La Conciergerie Gastronomique
Moderator: Karine Raïes, emlyon business school

Registration is free of charge. Since we need to specify the exact number of participants for the seating capacity and catering services, registration is required for participation.



Musée Gadagne, 1 Place du Petit Collège, 69005 Lyon

For more information: https://www.gadagne-lyon.fr/en



Douglas Holt

Douglas Holt

Douglas Holt is the world’s leading expert on cultural approaches to branding, strategy, and innovation. He was Professor of Marketing at the Harvard Business School and the L’Oréal Chair in Marketing at the University of Oxford. He is now President of the Cultural Strategy Group, a consulting firm he founded that provides brand strategy and innovation solutions using the cultural strategy framework. Holt also holds honorary professorships at Royal Holloway, University of London, and the University of Bristol. He has developed successful strategies for a wide range of brands and companies, including Coca-Cola, Microsoft, Ben & Jerry’s, Sprite, Jack Daniel’s, MINI, MasterCard, Fat Tire Beer, Qdoba, Mike’s Hard Lemonade, Pinterest, Huawei, Tinder, Lyft, and Zipcar, along with a number of non-profit organizations. He pioneered cultural strategy and innovation as powerful new strategy tools in his two books, How Brands Become Icons (Harvard Business School Press) and Cultural Strategy (Oxford University Press; co-authored with Doug Cameron). His new book How Brands Innovate will be published by Oxford University Press in 2022.

Giana Eckhardt

Giana Eckhardt

Giana Eckhardt is Professor of Marketing at King’s Business School, King’s College London. Giana is a leading expert in the field of consumer behaviour, branding, consumer social responsibility, consumer culture, and the sharing economy, having published over fifty articles in journals such as Harvard Business ReviewJournal of Marketing, Journal of Marketing Research, and Journal of Consumer Research. She is co-author of The Myth of the Ethical Consumer (Cambridge University Press) and co-editor of Handbook of the Sharing Economy (Edward Elgar). She is Associate Editor of Journal of Consumer Research and is on the editorial review board of Journal of Marketing. Her research has won awards from the Sheth Foundation and the Marketing Science Institute and been featured in outlets such as The Wall Street JournalThe EconomistThe AtlanticFortuneand BBC. Giana has received research grants from the Australian Research Council, the Marketing Science Institute, and the British Academy of Management, and has presented her work at top conferences around the world, including the United Nations CSR Global Forum, Brand Week, and the Global Women’s Forum.

Stephanie Kogler

Stephanie Kogler

Stephanie Kogler is postdoctoral researcher at the University of Innsbruck’s Faculty of Business and Management. Her research explores how visual content online, specifically on Instagram, influences and shapes brands and branding. Methodologically, she engages in creative visual research methods to explore the visual co-construction of brands online. She successfully completed her PhD in June 2021 with a doctoral thesis entitled « Assembling Brands on Instagram – Exploring Visual Co-Construction of Brands ». She was a visiting PhD student at emlyon’s Lifestyle Research Center during the 2018-19 academic year.

Anil Isisag

Anil Isisag

Anil Isisag is assistant professor of marketing at emlyon business school, affiliated with the Lifestyle Research Center. Anil earned his PhD in Marketing at the University of Wisconsin-Madison. As a culturally oriented consumer researcher, his research interests involve digitalization of consumer culture, risk-taking consumer behavior, market dynamics, and cultural branding. He presented ongoing projects and chaired sessions at the Association for Consumer Research, American Marketing Association, and Consumer Culture Theory conferences. He was a recipient of the Fulbright Doctoral Grant during his doctoral studies and a founding member and previous co-chair of the CCT PhD network.

Endorsed by Consumer Culture Theory Consortium