Aesthetic Intelligence. How to Develop and Use It in Business and Life.

In our time, most consumers do not need many things at all — what is important for us are the feelings that a particular item evokes in us. We want to gain additional value from our interaction with a product. That is why aesthetics has become of primary importance for business.
Poline Braun led the North American division of LVMH (Moet Hennessy Louis Vuitton — a French multinational company, a well-known manufacturer of luxury goods under brands such as Christian Dior, Louis Vuitton, and others) for 25 years. She knows almost everything about the fashion and beauty industry. Poline is convinced that now it is necessary to work not primarily with the functional properties of a product, but with the feelings and emotions of customers. Only in this way can successful and, most importantly, lasting brands be created. In this book, Poline uses examples from many well-known companies to show how different approaches to working with aesthetic principles make a business prosperous or, conversely, increase the risk of failure (if the work with the aesthetic component is not established). In addition, she demonstrates how to independently develop aesthetic intelligence (and therefore personal style): from her perspective, it is not a given but a skill that can be trained (although it will require time and effort).
The foundation of the book consists of 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.