Marketing Aesthetics

Synopsis of Marketing Aesthetics

In 'Marketing Aesthetics', Bernd Schmitt and Alex Simonson, experts in identity management, offer a guide to harnessing a company's aesthetics for a competitive advantage. This book combines branding, identity, and image, showing how to manage aesthetics through logos, brochures, packages, and advertisements, as well as sounds, scents, and lighting, to sell a memorable experience. The authors explore what makes a corporate or brand identity irresistible, what styles and themes are crucial in different contexts, and what meanings certain visual symbols convey. With examples from companies like Absolut Vodka, Nike, and Starbucks, this book explains how to develop and maintain corporate identities that set them apart from competitors.