Marketing Aesthetics

Author : Bernd Schmitt
Publisher : Simon and Schuster
ISBN 13 : 0684867508
Total Pages : 378 pages
Book Rating : 4.02/5 ( download)

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Download or read book Marketing Aesthetics written by Bernd Schmitt and published by Simon and Schuster. This book was released on 1997-08-30 with total page 378 pages. Available in PDF, EPUB and Kindle. Book excerpt: There is no way to mistake the ubiquitous trademarked Coca-Cola bottle, or the stylish ads for Absolut Vodka with any of their competitors. How have these companies created this irresistible appeal for their brands? How have they sustained a competitive edge through aesthetics? Bernd Schmitt and Alex Simonson, two leading experts in the emerging field of identity management, offer clear guidelines for harnessing a company's total aesthetic output -- its "look and feel" -- to provide a vital competitive advantage. Going beyond standard traditional approaches on branding, this fascinating book is the first to combine branding, identity, and image and to show how aesthetics can be managed through logos, brochures, packages, and advertisements, as well as sounds, scents, and lighting, to sell "the memorable experience." The authors explore what makes a corporate or brand identity irresistible, what styles and themes are crucial for different contexts, and what meanings certain visual symbols convey. Any person in any organization in any industry can benefit from employing the tools of "marketing aesthetics." Schmitt and Simonson describe how a firm can use these tools strategically to create a variety of sensory experiences that will (1) ensure customer satisfaction and loyalty; (2) sustain lasting customer impressions about a brand's or organization's special personality; (3) permit premium pricing; (4) provide legal "trade dress" protection from competitive attacks; (5) lower costs and raise productivity; and (6) most importantly, create irresistible appeal. The authors show how to manage identity globally and how to develop aesthetically pleasing retail spaces and environments. They also address the newly emergent topic of how to manage corporate and brand identity on the Internet. Supporting their thesis with numerous real-world success stories such as Absolut Vodka, Nike, the Gap, Cathay Pacific Airlines, Starbucks, the New Beetle Website, and Lego, the authors explain how actual companies have developed, refined, and maintained distinct corporate identities that set them apart from competitors.

Author : Bernd Schmitt
Publisher : Simon and Schuster
ISBN 13 : 0684867508
Total Pages : 555 pages
Book Rating : 4.02/5 ( download)

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Download or read book Marketing Aesthetics written by Bernd Schmitt and published by Simon and Schuster. This book was released on 1997-08-30 with total page 555 pages. Available in PDF, EPUB and Kindle. Book excerpt: There is no way to mistake the ubiquitous trademarked Coca-Cola bottle, or the stylish ads for Absolut Vodka with any of their competitors. How have these companies created this irresistible appeal for their brands? How have they sustained a competitive edge through aesthetics? Bernd Schmitt and Alex Simonson, two leading experts in the emerging field of identity management, offer clear guidelines for harnessing a company's total aesthetic output -- its "look and feel" -- to provide a vital competitive advantage. Going beyond standard traditional approaches on branding, this fascinating book is the first to combine branding, identity, and image and to show how aesthetics can be managed through logos, brochures, packages, and advertisements, as well as sounds, scents, and lighting, to sell "the memorable experience." The authors explore what makes a corporate or brand identity irresistible, what styles and themes are crucial for different contexts, and what meanings certain visual symbols convey. Any person in any organization in any industry can benefit from employing the tools of "marketing aesthetics." Schmitt and Simonson describe how a firm can use these tools strategically to create a variety of sensory experiences that will (1) ensure customer satisfaction and loyalty; (2) sustain lasting customer impressions about a brand's or organization's special personality; (3) permit premium pricing; (4) provide legal "trade dress" protection from competitive attacks; (5) lower costs and raise productivity; and (6) most importantly, create irresistible appeal. The authors show how to manage identity globally and how to develop aesthetically pleasing retail spaces and environments. They also address the newly emergent topic of how to manage corporate and brand identity on the Internet. Supporting their thesis with numerous real-world success stories such as Absolut Vodka, Nike, the Gap, Cathay Pacific Airlines, Starbucks, the New Beetle Website, and Lego, the authors explain how actual companies have developed, refined, and maintained distinct corporate identities that set them apart from competitors.

Author : Wendy Lewis
Publisher : CRC Press
ISBN 13 : 1351230662
Total Pages : 269 pages
Book Rating : 4.67/5 ( download)

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Download or read book Aesthetic Clinic Marketing in the Digital Age written by Wendy Lewis and published by CRC Press. This book was released on 2017-12-14 with total page 269 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media provides a new way for aesthetic practitioners to connect with consumers and to differentiate their clinics. However, to most clinic managers and practitioners, digital media represents a sea of confusion that they cannot even begin to know how to navigate. With over 20 years of experience in medical aesthetics, Lewis offers a unique understanding of the challenges clinics face every day to market their products and services ethically, manage patients and stay profitable. This text serves as an expert user's guide written specifically for healthcare professionals in need of an in-depth introduction and comprehensive actionable program for digital marketing, social media, and aesthetic clinic management. It is a must-read for practitioners.

Author : Stephen Brown
Publisher : Routledge
ISBN 13 : 1134565496
Total Pages : 320 pages
Book Rating : 4.98/5 ( download)

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Download or read book Imagining Marketing written by Stephen Brown and published by Routledge. This book was released on 2003-09-02 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: Imagination is a word that is widely used by marketing practitioners but rarely examined by marketing academics. This neglect is largely due to the imagination's 'artistic' connotations, which run counter to the 'scientific' mindset that dominates marketing scholarship. Of late, however, an artistic 'turn' has taken place in marketing research, and this topical study argues that the mantle of imagination has now passed on from the artist to the marketer. It contends, moreover, that the tools and techniques of artistic appreciation can be successfully applied to all manner of marketplace phenomena. Key features include: * the treatment of artistic artefacts as a source of marketing understanding * a detailed discussion surrounding the argument that marketers should adopt more imaginative modes of academic expression * an analysis of the kind of art that marketing is, and the place of imagination in marketing's artistic palette. This book provokes a new way of thinking about marketing, and will prove invaluable to marketing academics, researchers and practitioners.

Author : Alex Simonson
Publisher : Free Press
ISBN 13 : 9781439172926
Total Pages : 0 pages
Book Rating : 4.27/5 ( download)

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Download or read book Marketing Aesthetics written by Alex Simonson and published by Free Press. This book was released on 2009-04-27 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: There is no way to mistake the ubiquitous trademarked Coca-Cola bottle, or the stylish ads for Absolut Vodka with any of their competitors. How have these companies created this irresistible appeal for their brands? How have they sustained a competitive edge through aesthetics? Bernd Schmitt and Alex Simonson, two leading experts in the emerging field of identity management, offer clear guidelines for harnessing a company's total aesthetic output -- its "look and feel" -- to provide a vital competitive advantage. Going beyond standard traditional approaches on branding, this fascinating book is the first to combine branding, identity, and image and to show how aesthetics can be managed through logos, brochures, packages, and advertisements, as well as sounds, scents, and lighting, to sell "the memorable experience." The authors explore what makes a corporate or brand identity irresistible, what styles and themes are crucial for different contexts, and what meanings certain visual symbols convey. Any person in any organization in any industry can benefit from employing the tools of "marketing aesthetics." Schmitt and Simonson describe how a firm can use these tools strategically to create a variety of sensory experiences that will (1) ensure customer satisfaction and loyalty; (2) sustain lasting customer impressions about a brand's or organization's special personality; (3) permit premium pricing; (4) provide legal "trade dress" protection from competitive attacks; (5) lower costs and raise productivity; and (6) most importantly, create irresistible appeal. The authors show how to manage identity globally and how to develop aesthetically pleasing retail spaces and environments. They also address the newly emergent topic of how to manage corporate and brand identity on the Internet. Supporting their thesis with numerous real-world success stories such as Absolut Vodka, Nike, the Gap, Cathay Pacific Airlines, Starbucks, the New Beetle Website, and Lego, the authors explain how actual companies have developed, refined, and maintained distinct corporate identities that set them apart from competitors.

Author : Roberto M. Álvarez del Blanco
Publisher : Routledge
ISBN 13 : 0429657897
Total Pages : 211 pages
Book Rating : 4.94/5 ( download)

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Download or read book Brand Beauty Unleashed written by Roberto M. Álvarez del Blanco and published by Routledge. This book was released on 2020-03-12 with total page 211 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents an in-depth, careful study of our understanding of the concept of beauty in everyday objects and its impact on markets and brands. Moving beyond artistic notions of beauty, it demonstrates how beauty is an asset that can be leveraged in the marketplace. Traditionally, beauty has been examined in relation to its influence on painting, sculpture, literature, music, and architecture. However, its value and power in the marketplace is understudied. Álvarez del Blanco provides a systematic analysis of beauty in commonplace objects and brands, drawing on cutting-edge research at the intersection of marketing and neurosciences. Through examining the neuroscientific evidence for how the brain processes beauty, the author articulates the implications this may have on marketing and brand management. He also offers a glimpse of how beauty may evolve, and its marketing implications for firm strategy in the coming decades. Written by a recognized authority in marketing and brand strategy, Brand Beauty Unleashed gives students with an interest in marketing, consumer behavior, branding, and neuromarketing an exciting new perspective on this intangible asset.

Author : Rajat K Baisya
Publisher : SAGE Publications Ltd
ISBN 13 : 0761935959
Total Pages : 314 pages
Book Rating : 4.57/5 ( download)

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Download or read book Aesthetics in Marketing written by Rajat K Baisya and published by SAGE Publications Ltd. This book was released on 2008-03-19 with total page 314 pages. Available in PDF, EPUB and Kindle. Book excerpt: A book for Indian designers and brand marketers, Aesthetics in Marketing primarily deals with understanding aesthetics beyond its visual association and making it relevant to product designing strategies. It is the first attempt of its kind to understand the influence of aesthetics in the context of two very important sectors of the industry--consumer durables and automobile. The book analyses various aesthetic attributes, qualities and elements in a product and deliberates on the important of each of these and the kind of balance necessary among them for designing successful products. It stands out on account of the theory, concepts and models discussed, which have a strong foundation in the authors` primary research. Through real-life case studies, interviews, and company and consumer surveys, the authors have brought to the fore the important of aesthetics in various aspects of marketing, like cultivation of a brand image, and have focused on the role played by demographic variables in influencing product buying decisions. Bringing a whole new meaning to the adage `beauty is in the eye of the beholder`, this book will certainly lead to introspection on the importance of `aesthetics` in the market value of a product.

Author : Roberto M. Álvarez del Blanco
Publisher : Routledge
ISBN 13 : 0429655452
Total Pages : 312 pages
Book Rating : 4.56/5 ( download)

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Download or read book Brand Beauty Unleashed written by Roberto M. Álvarez del Blanco and published by Routledge. This book was released on 2020-03-12 with total page 312 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents an in-depth, careful study of our understanding of the concept of beauty in everyday objects and its impact on markets and brands. Moving beyond artistic notions of beauty, it demonstrates how beauty is an asset that can be leveraged in the marketplace. Traditionally, beauty has been examined in relation to its influence on painting, sculpture, literature, music, and architecture. However, its value and power in the marketplace is understudied. Álvarez del Blanco provides a systematic analysis of beauty in commonplace objects and brands, drawing on cutting-edge research at the intersection of marketing and neurosciences. Through examining the neuroscientific evidence for how the brain processes beauty, the author articulates the implications this may have on marketing and brand management. He also offers a glimpse of how beauty may evolve, and its marketing implications for firm strategy in the coming decades. Written by a recognized authority in marketing and brand strategy, Brand Beauty Unleashed gives students with an interest in marketing, consumer behavior, branding, and neuromarketing an exciting new perspective on this intangible asset.

Author : Pauline Brown
Publisher : HarperCollins
ISBN 13 : 0062883313
Total Pages : 223 pages
Book Rating : 4.15/5 ( download)

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Download or read book Aesthetic Intelligence written by Pauline Brown and published by HarperCollins. This book was released on 2019-11-26 with total page 223 pages. Available in PDF, EPUB and Kindle. Book excerpt: Longtime leader in the luxury goods sector and former Chairman of LVMH Moët Hennessy Louis Vuitton North America reinvents the art and science of brand-building under the rubric of Aesthetic Intelligence. In a world in which people have cheap and easy access to most goods and services, yet crave richer and more meaningful experiences, aesthetics has become a key differentiator for most companies and a critical factor of their success and even their survival. In this groundbreaking book, Pauline Brown, a former leader of the world’s top luxury goods company and a pioneer in identifying the role of aesthetics in business, shows executives, entrepreneurs, and other professionals how to harness the power of the senses to create products, services, and experiences that stand out, resonate with their customers, and create long-term value for their businesses. The power is rooted in Aesthetic Intelligence—or “the other AI,” as Brown refers to it. Aesthetic Intelligence can be learned. Indeed, people are born with far more capacity than they use, but even those that are naturally gifted must continue to refine their skills, lest their aesthetic advantage atrophy. Through a combination of storytelling and practical advice, the author shows how aesthetic intelligence creates business value and how executives, entrepreneurs and others can boost their own AI and successfully apply it to business. Brown offers research, strategies and practical exercises focused on four essential AI skills. Aesthetic Intelligence provides a crucial roadmap to help business leaders build their businesses in their own authentic and distinctive way. Aesthetic Intelligence is about creating delight, lifting the human spirit, and rousing the imagination through sensorial experiences.

Author : Pierre Guillet de Monthoux
Publisher : Stanford University Press
ISBN 13 : 9780804748131
Total Pages : 416 pages
Book Rating : 4.36/5 ( download)

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Download or read book The Art Firm written by Pierre Guillet de Monthoux and published by Stanford University Press. This book was released on 2004 with total page 416 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Art Firm explores the seemingly unorthodox alliance of the arts, management, and marketing. Art firms—as avant-garde enterprises and arts corporations—have existed for at least two hundred years, using texts, images, and other types of art to create corporate wealth. This book investigates how to apply the methods artists use in creating value to the methods more traditional managers use in running their businesses. Guillet de Monthoux offers a crash course in aesthetics from Kant to Gadamer, showing how aesthetic management and metaphysical marketing can create value. Using case studies of successful art managers from Richard Wagner to Robert Wilson, the author illustrates the creative role—so central to value-making in contemporary economies—performed by aesthetic play in art firms. Along the way, Guillet de Monthoux points out how responsible aesthetic management and marketing can eradicate the problems of banality and totality, the two capital sins of an art-based economy.