In October, IE’s Luxury Goods & Services Club hosted Eduardo Iñiguez, Associate Director of Client Services Iberia & LatAm for Interbrand to discuss Luxury Brand Marketing in today’s

Glocal and digital landscape. Eduardo has been with Interbrand for over a decade. In our discussion he brought great insights into the digital transformation that has been occurring in the luxury sector. We presented a topic to discuss the need for brands to engage and connect with their customers in creative ways to capture their imagination. Having recognized a trend of mainstream brands pushing upstream to challenge more heritage brands, we asked Eduardo his thoughts on remaining competitive.

We discussed how Interbrand works with their clients to achieve a distinct message for the brands that they work with. Eduardo stressed the importance to drive demand and desire, to capture the craftsmanship, product excellence, and experience to truly connect with consumers on a personal level. Digital, he mentioned, has allowed a platform to be able to do just that.

Interbrand has been moving towards an ‘AgeofYou’. Using data to connect with customers on a unique and individual experience. Yet, some tenets of luxury remain key such as quality, experience, uniqueness, and story telling. Eduardo also shared with IE insider tips to breaking into the industry and career opportunities.

We are very appreciative for his time.



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