Demand and Desire: Best Global Brands 2011 part 3: How did a luxury brand do so well in a downturn?

Best Global Brands 2011 Part 3: of 3 audioboos from Interbrand’s events at the New York Stock Exchange.

How did a luxury brand do so well during a downturn?

As Interbrand’s Global CEO Jez Frampton says, one of the most fascinating stories from Interband’s Best Global Brands list in 2011 was the rise of Burberry, the only non-tech brand on the list.

The brand was struggling 5 years ago as it had become over-exposed. Enter new CEO Angela Ahrendts, who has transformed the Burberry brand by placing creativity and innovation right at the core of the business, at the same time as rediscovering the heart of the brand from its original products. This may seem contradictory at first, this mixture of old and new; listen to Angela explain.

You can hear (and download) Demand and Desire, The Art and Science behind Brands at www.Interbrand.com, do feel free to share it on the social networks via http://Audioboo.fm/Interbrand or subscribe for your iPod at http://DemandandDesire.podbean.com, or via iTunes.