In today’s global marketplace, where brands are navigating cultural complexity, emotional resonance, and identity, Dr. Gérald Mazzalovo, Sasin’s Senior Research Fellow offers a fresh, intellectually grounded perspective: exoticism as a tool for brand management. Mazzalovo, former CEO of luxury brands such as Ferragamo, Loewe, Bally, Ungaro, and Jim Thompson—brings both practical insight and academic rigor to the subject. With teaching experience across top institutions like Université Paris-Dauphine, Istituto Europeo di Design in Milan, Instituto de Empresa in Madrid, and recently at Sasin, he shared insights into how brand managers and CEOs can integrate exoticism into their branding strategies. Despite its everyday presence in consumption and desire, exoticism is a rarely used word in Asia, Mazzalovo notes. However, he believes it is time to revisit the term, not as a new brand management approach, but as an analytical instrument for brand managers. “Exoticism is not a new brand management approach. It’s more of an additional tool that you can apply to how you currently manage brands, to fine-tune or discover aspects that you have not considered before,” he said.

The Five Modalities of Exoticism

In his recent book “Exoticism, Brands & Society,” the result of five years of research, Mazzalovo identifies five modalities through which exoticism manifests in branding:

• Distance – The foundational and most common concept: exoticism begins with physical or cultural distance. “Amazing Thailand,” for example, capitalizes on this.
• Time – Nostalgia for the past or futuristic fantasies can both trigger exotic appeal. Mystery – The allure of the unknown, especially effective in fragrance and luxury advertising.
• Seduction – Desire may arise from perceived differences between individuals; it’s a staple in fashion and lifestyle campaigns.
• Travel – Not just destinations, but the journey itself taps into the romantic appeal of nomadism.

These modalities offer brand managers a new lens to fine-tune creative direction and communication, ensuring deeper resonance with audiences across cultures. One of the more surprising findings from Mazzalovo’s research is the Thai consumer’s unique perception of exoticism. While Westerners are not seen as exotic in Thailand, Africans are. This revelation speaks to the relativity of exoticism—it is not just about being foreign, but about being unfamiliar or unseen. Such insights remind brand strategists to pay attention to localized interpretations of differences. For example, in Thailand, nostalgia is a compelling form of exoticism, reflecting deep respect for the past, elders, and traditional ways of life. For brands targeting older generations or looking to evoke emotional depth in Thailand, nostalgia offers rich narrative potential. Mazzalovo also warns of the current climate where cultural appropriation is increasingly scrutinized. “You have to be careful and respect the dignity of the culture you’re talking about, or you’re borrowing from to be able to utilize and promote elements of other cultures without falling into disrespect,” he said. This balanced approach acknowledges the importance of cultural sensitivity without stifling creative and cross-cultural expression. Mazzalovo doesn’t propose exoticism as a trend or a buzzword. Instead, he presents it as a secret weapon for thoughtful brand managers, a conceptual tool to help them better understand desire, difference, and emotional resonance. In a world where brand identities are constantly being reimagined, exoticism may be the missing key to unlocking deeper connections and cultural relevance. Dive more into Dr. Gérald Mazzalovo’s insights in his new book “Exoticism, Brands & Society,” now available on Amazon.