From Murder Your Thirst to Electric Air Taxis: Creating Brand Desire // Lessons from Liquid Death, Duolingo, and Joby Aviation

Episode notes

Great brands do more than meet a need. They transform that need into desire. But in an increasingly crowded and fragmented media landscape, how can brands earn attention, turn that attention into affection, and ultimately inspire people to act?Recorded live at the Havas Café during the Cannes Lions International Festival of Creativity, this special roundtable is the first in a three-part series exploring the many dimensions of desire. Jim is joined by three marketing leaders approaching that challenge from very different industries: Manu Orssaud, Chief Marketing Officer at Duolingo;Benoit Vatere, Chief Media and Digital Commerce Officer at Liquid Death; and Oliver Walker-Jones, who leads Marketing, Communications and Brand at Joby Aviation.Together, they explore how modern brands use media to create lasting desire. Manu shares how Duolingo combines planned cultural moments with the flexibility to build stories alongside its community. The conversation explores why fun is an underrated business advantage, how brands can move quickly without chasing every cultural moment, and where AI can strengthen a company without replacing the human creativity behind great marketing.

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