Webinar "Be a cultural activist - How to build iconic brands in the XXIst century culture? " - 13 September

64 participants et 8 intéressés


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HEC Alumni, in collaboration with HEC Paris Executive Education*, offers a series of English webinars to give alumni access to top-level content wherever they may be.

Our next 45-minutes webinar will be: 


How to build iconic brands in the XXIst century culture? 

13 September 2018 at 1:00 pm (Paris time)

By Corinne Dauger (H.84)

The XXIst Century is characterized by the relative weakening of traditional cultural markers such as gender, social status or religion, and the exponential development of multiple subcultures which create connected communities of passion and experience. Our sense of self is therefore more fragmented and more volatile. How can iconic brands take a leading role in the market of « self identity » ?

We will learn from a variety of iconic brands, such as Nike, Harley Davidson, Hermès or Tesla to draw lessons applicable to any brand that wishes to help people express who they are today.

Corinne Dauger graduated from HEC in 1984 and completed her academic track with an artistic education in the Brussels Royal Academy of Fine Arts and the Prado Madrid Academic Art School. She started her career with the Procter & Gamble Group for which she has been working 18 years. During this period, she took several Executive positions at local (France) and regional (Europe) levels, as General Manager Fabric Care Business Unit for Europe, the largest P&G Business Unit. With a view to expressing her passion for creativity and craftsmanship, she joined the HERMÈS group in 2002 as Vice President in charge of “Métiers”, the business unit responsible for product creation, manufacturing and sales to the HERMÈS network for all HERMÈS core product categories, namely leather ware, fashion, jewellery, silk… Late 2005, Corinne Dauger left France after she left the HERMÈS Group to live in Spain (Madrid) where she dedicated herself to both executive teaching and consulting activities as well as to her own artistic expression. She is back to Paris since fall 2008. She teaches in HEC International Executive MBA programs in Paris, Beijing, Shanghai and Doha, focusing on Creative Brand Building Strategies. Corinne also works as an independent consultant on Strategic Brand Development and Creative Strategies, for global Luxury and Mass Prestige Brands such as CHANEL, PORSCHE, L’OCCITANE and Max Factor, as well as for industrial and service B2B Brands such as SUEZ (resources & environment), MASEN (Renewable energy), or for Mass Market Companies such as PROCTER & GAMBLE (Pampers, Wella,…) and service businesses such as ROYAL AIR MAROC.

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