# Prof. Thomaï Serdari on French luxury brands' Rêver2074 campaign

1 Faculty News November 4, 2014 ![Luxury Daily logo](/sites/default/files/styles/246w/public/assets/images/con_032369.jpg?itok=BZ74qERg)>

Excerpt from [Luxury Daily](http://www.luxurydaily.com/french-luxury-maisons-pen-utopian-tale-for-comite-colberts-60th-anniversary/) -- "'\[This\] campaign is not about engaging with consumers. It is about inspiring consumers, teasing them, making them get curious, igniting interest,' said [Thomaï Serdari](http://www.stern.nyu.edu/faculty/bio/Thomai%20Serdari), Ph.D. brand strategist and adjunct professor of marketing at New York University, New York. 'After all, luxury, especially in such conceptual form and not as a product to be displayed and acquired, is a top-down reality.'"

[Read more](http://www.luxurydaily.com/french-luxury-maisons-pen-utopian-tale-for-comite-colberts-60th-anniversary/)