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Author:
Bernd Schmitt, Alex Simonson
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Marketing Aesthetics offers clear guidelines for harnessing
a company's aesthetic output - its "look and feel" - to
provide a vital competitive edge. 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 style and themes are crucial for different contexts, and what
meanings certain visual symbols convey.
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