ESSENTIAL BRAND MEANING
Emotional branding and the power of scent
Alex Moskvin
Abstract
- The importance of emotional branding
- Understanding the consumer mind
- Going beyond hedonics to unlock creativity
Alex Moskvin
VP Founder of BrandEmotionsTM International Flavors & Fragrances (IFF) Inc. New York
Alex Moskvin has over two decades of experience in various senior marketing and academic positions in Australia, England, Wales, Holland and in the US.
Since 2000, Alex has been with International Flavors & Fragrances. The company is a global leader in the creation of flavors and fragrances for many well known global and regional brand names. IFF is listed on the NYSE and its annual sales exceed $2billion.
Alex is a passionate advocate of the value of emotional branding and a champion of ‘right brain’ approaches to creative development. He is the VP-founder of BrandEmotionsTM , IFF’s unique brand-oriented agency which works to develop emotional territories which provide compelling value to customers’ brands. The agency is based in IFF’s head office in Manhattan.
Prior to IFF, Alex’s career spanned a wide range of positions including: Group Research Head, The Research Centre, London; co-Founder, Icon Agency, London; Head of Marketing, Glamorgan Business School, University of Glamorgan , Wales; Director, Qualitatif, Research International, London and Academic Team Leader, Applied Social Policy and Sociology, University of South Australia.
Alex Moskvin holds a first class honours degree in Sociology and Pyschology from the University of New South Wales and a Masters of Science in Applied Social Research from the University of Surrey, UK. He is also a Neuro-Linguistic Programming (NLP) practitioner.
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