Brand enchantment: How luxury brands become a source of meaningfulness for employees
How do some people experience work as meaningful? Organizational researcher Rachel Waldo at Lund University argues that one important answer has been largely overlooked: the brand itself.
Luxury brands like LVMH (Moët Hennessy Louis Vuitton) can offer employees a sense of purpose and joy in their work, according to a new study by organizational researcher Rachel Waldo of Lund University. Contrary to traditional views that meaningful work stems from job design, leadership, or personal values, Waldo's research highlights the role of the brand itself.
She introduces the concept of "brand enchantment," which describes how employees form emotional connections to a brand through its symbolic meanings such as craftsmanship, creativity, heritage, beauty, exclusivity, and prestige. Even employees not directly involved in product creation, like legal or marketing staff, can develop this attachment.
For instance, a senior salesperson named Mathieu felt inspired by the brand's haute couture creations to persevere through work frustrations. Meanwhile, a packaging development specialist named Maelle maintained her connection to the brand despite conflicts between its ideals and organizational realities, finding meaning in the brand's heritage and production expertise.
This study suggests that brands don't just sell products but also create "brand-enchanted meaningful work" by providing employees with stories that help them construct their work as meaningful. As organizations compete for talent through purpose and identity, Waldo's findings indicate that brands can offer employees a unique source of job satisfaction beyond traditional factors.
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