Скачать или смотреть Luxury ICONS | Julie Michael, CEO of Team One

Designing Desire: The Architects of Aspiration
Why do some luxury brands endure for generations while others fade into the crowd? Julie Michael, CEO of Team One unpacks the mechanics of aspiration, sharing how Team One helps brands like Lexus and The Ritz-Carlton balance heritage with cultural relevance. For luxury leaders, aspiration isn’t just a feeling—it’s the design principle and system for connecting with next gen affluents that keeps brands iconic in a culture that reinvents itself daily.

Julie is both fiercely competitive and “Minnesota nice.” Team One clients benefit from her tenacity and flair for making the seemingly impossible, possible. She has led dozens of integrated marketing programs for modern brands, from launching the car-of-the-future with Steven Spielberg to giving affluents permission to fly private jets again. Protecting pricing power and shifting market share for clients drives her competitive spirit.
Julie previously served as Executive Director, Account Management, overseeing the agency’s Lexus National and Dealer Association accounts, and has been with Team One since 1998. She held a number of senior management positions, including director of experiential marketing, director of business development, and executive director leading numerous agency clients, among them Icelandic Glacial, The Ritz-Carlton, Marriott, HSBC Premier, Häagen-Dazs International, American Express, Flexjet, Anaheim Ducks, and Procter & Gamble.

Before joining Team One, Julie was the Marketing Director at a premier Northwest resort, Crystal Mountain, running all aspects of marketing and sales. Admittedly, she still misses the “research” part of that job, which she admits involved spending more time on the slopes than in her office.