Aesthetic intelligence. How to develop and use it in business and life

Nowadays, most consumers do not need many things at all - the feelings that a certain thing in us are important for us. We want to receive additional value from contact with the product. That is why the aesthetics acquires paramount importance for business.
Pauline Brown for 25 years headed the North American unit LVMH (Moet Hennessy Louis Vuitton - a French transnational company, a well -known manufacturer of luxury items under the shopping brands of Christian Dior, Louis Vuitton and others) She knows almost everything about the fashion and beauty industry. Pauline is sure: now you need to work in the first place not with the functional properties of the product, but with the feelings and emotions of customers. This is the only way to create successful and, most importantly, durable brands. In this book, Pauline, with the examples of many famous companies, tells how different approaches to working with aesthetic principles make business prosperous or, conversely, increase the risk of fiasco (if work with the aesthetic component is not established) In addition, she shows how to independently develop aesthetic intelligence (and hence the personal style): from her point of view, this is not a given, but a skill that can be trained (although it will take time and effort).
The book is based on the stories of entrepreneurs, leaders and teams, including Louis Vuitton, Tiffany, Chanel, Gucci, Estee Lauder, Mac Cosmetics, Harley -Davidson, Iris Apfel, Joe Mellow and many others.
Book chips
- The author for 25 years led the Moet Hennessy Louis Vuitton division.
- the opportunity to look at the fashion industry from the inside.
- exercises for the development of aesthetic abilities