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Abagnale, Frank, Jr., 136
ABC Carpet & Home, 64, 159–60, 162, 163
Adler, Jonathan, 164
advertising, misleading, 95–96
aesthetic empathy, 8–9, 85
aesthetic intelligence:
digital divide and, 208
environmental consciousness and, 205–7
gender fluidity and, 213–14
humanistic values of, 204
sensorial experiences and, 16, 26–29
tribalism and, 210–15
use of term, 4–5
aesthetic intelligence, cultivating of, x, xi, 6–22, 97, 219
author’s experiences with, xii–xvii
epiphanies in, xiii
learning to judge quality in, 10
restaurant review exercise in, 118–20
see also articulation; attunement; curation; interpretation; personal style
aesthetics:
appeal of ugliness in, 35–36
as appeal to senses, 4–5, 14–16, 23–26, 29, 47–48, 121, 208
authenticity and originality in, 10–11
core values expressed through, 153–55
ethics and, 92–96
frame of reference in, 20
future of, 203–15
human connections as enhanced by, 22
and split between digital and human-centered services, 203
use of term, 4
see also taste, aesthetic
aesthetics, business value of, x, xvii, 74, 218–19
competitive advantage and, xi, 3, 8, 9, 18–21, 26, 155–56
conceptual brief and, 174
curation and, 147
as differentiator between firms, 153–55
longevity and, 3–4, 18
as transformative, x–xi
see also business challenges, aesthetics and
African Americans, fashion and, 37–38
Airbnb, 8
airline food, 42–43
Albertsons, 66
Aldi, 151
Altria, 93
Amazing Grace, 190
Amazon, 55, 81, 185
Anderson, Caleb, 90
Anderson, Maxwell L., 10
anosmia, 106, 113
Apfel, Iris, 125–26
Apple, 8, 55–56
Apple stores, 24, 25
Architectural Digest, 90
architecture, as brand code, 51–52
Arnault, Bernard, 3–4
articulation, xi, 173–200
beauty products and, 188–92
conceptual brief in, 174
curation and, 168, 170–71
essentials of, 188
ethical consciousness and, 198–200
imagery in, 181–82
interior design and, 192–96
narrative and, 179–81, 193–94
package design in, see package design
personal style and, 129–35, 138
relevance and, 180–81
specificity and word choice in, 175–79
target audience and, 177–78
vehicle design and, 196–98
attunement, xi, 13, 14
body as guide to, 127–29
curation and, 168
definition of, 127
personal style and, 127–31, 141
sense of taste and, 101–20
automation, 5, 207
split between human-centered services and, 203, 207–8
Aveda, 13–15
Avon Products, x
Ayurvedic medicine, 13, 47
Baatartogtokh, Baljir, 35
Bain & Company, 11, 12, 153
Barneys, 160
beauty:
concept of, 190
standards of, 101
“beauty marks,” 141–42
beauty products:
articulation of, 188–92
chemicals vs. natural ingredients in, 13–14, 15
future of, 212–13
invisible design in, 38–40
Ben & Jerry’s, 112–14, 177
Benjamin Moore, 88, 90–91
Bergstein, Joey, 186
Bertazzoni, Vittorio, Jr., 84
Bertazzoni family, 83
Betty Crocker, 63
Biswas, Dipayan, 44
Bite Beauty, 33
Blanchett, Cate, 144
Bloomingdale’s, 46, 160
Blumenthal, Neil, 86
Bono, 197
Bose, 24, 25
Boucicaut, Aristide, 64
Box, Seth, 40–41
brain, senses and, 26–29
brand audits, 67–68, 69
brand codes, 8, 48, 49–70
architecture as, 51–52
color and, 50–51, 59, 61–62, 68
definition of, 50
evolution of, 54–63
and failure to evolve, 63–64
heritage in, 55, 64
logos as, 59–60
mascots as, 51
as ownable, 60–61
as precise and specific, 59–60
as relevant, 61–62
resisting temptation to abandon, 68–69
slogans and, 68–69
testing of, 69–70
as time-tested, 57–58
uncovering, 67–68
brand DNA, 48, 50
brands, balance between legacy and renewal in, 7–8
Branson, Richard, 182
Brooks, Jillian, 214
Brown, Pauline (author):
background of, ix, xii–xvii
family of, 217–18
personal space and, 165–68
personal style developed by, 123–25, 128–29, 133
Brown, Russ, 42–43
Bulgari, 3
Burberry, 176
business challenges, aesthetics and, 71–97
commodity products and, 74
legacy brands and, 80–81
runner-up companies and, 76–79
upstart companies and, 85–87
businesses:
empathy and, 73–74
nonluxury, aesthetics undervalued by, 5
personal values and, 72–73
camouflage, 139–40
Captain Morgan, 187
Carlino, Cristina, 16–17, 189–92
The Carlyle Group, x
aesthetics of, 153–55
beauty products investments of, 16–17
Moncler investment of, 148–49
Carson’s, 159
central nervous system, 27
champagne, 9–10, 40–41
Chanel, 38–39, 48, 65, 86, 133
tweed jacket of, 57–58
Chanel, Coco, xi, 57, 144
Chez Panisse, 194
China, changing food culture in, 109
Chobani, 114–16
choice overload, 149–51, 152, 160, 167
Christensen, Clayton, 72, 130
cigarettes, 127–28
youth market and, 92–94
clarity, in personal style, 121–22
Clicquot, Barbe-Nicole Ponsardin, 9–10
Clinique, 77, 79
clothes:
as basic human need, 144
as costumes, 131–32
culture and, 135–37
as narrative, 126
personal meaning and memories associated with, 142
as uniforms, 131–35
see also personal style
cocooning, 211
Cohen, Ben, 113
color:
in brand codes, 50–51, 59, 61–62, 68
emotions and, 140
in package design, 183–84, 191
personal style and, 139–40
Comcast, 178
commodity products, 74–76
community:
human desire for, 204
see also tribalism
competitive advantage, xi, 3, 8, 9, 18–21, 26, 155–56
computers, role of, 5
conceptual brief, 174
confidence, in personal style, 121
consistency, in personal style, 121
consumerism, 199
consumers, buying decisions of:
categories and, 151–52
choice overload and, 149–51, 152, 160, 167
complexity and, 152
emotions in, 6, 12, 13–14, 22, 25–26, 72
environmental consciousness and, 205–7
halo effect and, 31–35
and search for meaning, 211–12, 215
sensorial experience and, 4, 23–26, 45–48, 66–67, 151
Cook, Kelly, 162
core values, aesthetics and, 153–55
costumes, clothes as, 131–32
creativity, in personal style, 121, 122
Culinary Institute of America (CIA), 41
culture:
clothes and, 135–37
decorative impulse as intrinsic in, 122–23
sense of taste and, 107–10
curation, xi, 7, 31, 62, 64, 66, 145, 147–71
articulation and, 168, 170–71
attunement and, 168
business value of, 147
choice overload and, 150–51
emotions and, 169
hands-on practice in, 153
mixing elements in, 167–68, 169
mood boards and, 165–66, 168–70
narratives and, 160, 161, 169
of personal space, 147–48, 163–68
prioritization in, 167–68, 169
retailers and, 158–63
use of term, 147–48
see also interior design
customer loyalty, xi
customer service, as nearly-forgotten art, 31–32
Dapper Dan, 37
Dartmouth College, xiv–xv
Del Frisco’s Restaurant Group, 18–22, 42, 134
DeMarco, Mary, 188
Deneuve, Catherine, 144
department stores, 32, 46, 78
failed brand codes of, 63–64
interior design and, 157–59
see also retailers, bricks-and-mortar
digital technology, split between human-centered services and, 203, 207–8
Dior, 133
Disneyland, 176
Disney World, halo effect and, 30–31
Dolce & Gabbana, 84
Dom Pérignon, 4
Dover Street Market, 159–60, 161–62
Downie, Helen, 36
Drake, Jamie, 90
dress codes, 130–35
Duquette, Tony, 125
Dyson, 79, 88
e-cigarettes, 92–93
Eichler, Joseph, 55–56
emotions:
buying decisions and, 6, 12, 13–14, 22, 25–26, 72
color and, 140
curation and, 169
sense of taste and, 101–2
senses and, 26–28, 45
empathy, 88, 130, 132, 164
aesthetic, 8–9, 85
businesses and, 73–74
Entenmann’s, 151
environment:
personal style as influenced by, 124–25, 126, 135
sense of taste as influenced by, 102–3, 106–7, 111
environmental consciousness, 13–14, 15, 205–7
interior design and, 195
narratives and, 206
package design and, 185–86
Essie, 39–40
Estée Lauder, 12, 15, 33, 77, 79, 132
Estée Lauder Companies, x, 11, 13, 77
ethics:
aesthetics and, 92–96
articulation and, 198–200
Etsy, 207
Euphrates, 115
Everlane, 85, 87
“eyesores,” 142–43
fashion industry, loss of purpose in, 218
FDA (Food and Drug Administration), 93
Federal Trade Commission (FTC), 95
feelings, halo effect and, 29–31
fitness businesses, 209–10
food:
as basic human need, 144
see also taste, sense of
Forbes, 86
Ford, Tom, 177
frame of reference, 20
Francesco Rinaldi, 187–88
Fraser, John, 193, 194
Frei, Frances, ix
Future of Smell, 47
Gap, 69
gender fluidity, aesthetic intelligence and, 213–14
genetics, sense of taste and, 103, 104–5
globalization, 210
Golden Cat Corporation, 150
Goldstein, Israel, 217
Google, 71, 177
Google Glass, 73
Greenfield, Jerry, 113
Grom, 34
Gucci, 36–37, 80
blackface sweater fiasco of, 37–38
Gudmundsdottir, Edda, 19–21, 134
Guethlein, Karen, 207
Häagen-Dazs, 112–13
Hakanen, Tapio, 49
halo effect, 29–35
consumers and, 31–35
feelings and, 29–31
Harley-Davidson, 58, 80
Harry’s, 88
Harvard Business School, ix–x
Harvard University, 61
Hennessy, 80
Henri Bendel, 64–66
Hermès, 11, 54, 59, 140
Hermès, Thierry, 55
Hilfiger, Tommy, 129
Holmes, Elizabeth, 133
Holocaust, 218
Hope in a Jar, 190
Howard Johnson’s restaurants, 52–54
hyperlocalism, 210–11
IBM, 177
ice cream, 112–14
imagery, 181–82
Inc., 89
interior design, 145, 153
articulation in, 192–96
as brand code, 51–52
“corporate” style in, 156–57
environmentally conscious, 195
mixing elements in, 167–68
personal space and, 163–68
prioritization in, 167–68
retailers and, 159–63
interpretation, xi, 141
see also personal style
invisible design, 38–40
Isaacson, Walter, 56
Italy, changing food culture in, 108–9
Iyengar, Sheena, 150, 152, 167
J. D. Power, 178, 196
Jezler, Olivia, 47
Jobs, Steve, 55–56, 120, 133, 174
Johnson, Howard Deering, 52–53
jolie laide, 35
Jolly Green Giant, 50, 58
Jo Malone London, 15–16
Jónsdóttir, Gulla, 164–65
junk food, 92
Juul, 92–93
Kapoor, Sybil, 105–6
Karan, Donna, 56
Kashper, Eugene, 82
Kawakubo, Rei, 161–62
Kellogg Company, 95–96
KFC, 176
Kind, 116–18
King, Andrew, 53
Kleiderhaus Goldstein, 217
Kmart, 130, 180
Kohlberg Kravis Roberts (KKR), 153, 155
Kolpan, Steven, 41
Krug, 40
Lagerfeld, Karl, 133
Lahmers, Chelsea, 196–97
Lalique, René, 65
Lampert, Eddie, 130
Lancôme, 79
Langdon, Philip, 52–53
Langhammer, Fred, 11
language, specificity in, 175–79
Lauder, Estée, 51, 78
Lauder, Leonard, 78
Lauren, Ralph, 129
Lawler, Natasha, 183
leaders, aesthetic intelligence and, 6–7
Le Bon Marché, 64
Lee, Ingrid Fetell, 25
legacy brands, 80–81
Lego stores, 24–25
LeSportsac, xiv
LiDestri Food and Drink, 188
The Limited, 65
Listerine, 48
L. L. Bean, xiv–xv
Lomas, Tim, 175–76
Louis Vuitton, 7–8, 59, 62, 133
Lubetzky, Daniel, 116–18
Lukehurst, Chris, 108–9
Luxottica, 86
LVMH Moët Hennessy-Louis Vuitton, ix, xvii, 3, 166
MAC Cosmetics, 78, 79
McDonald’s, 68, 75–76, 177
Macy’s, 207
Majid, Asifa, 106
Malone, Jo, 15–16, 18, 34
Marino, Peter, 133
market analysis:
false sense of security created by, 12
limited usefulness of, 11, 12
marketing, senses and, 45–48
market share, xi
Maslow, Abraham, 144
Maxwell House, 177
meaning, search for, 211–12, 215
memory:
clothes and, 142
senses and, 26–27, 29–31, 104
Merholz, Peter, 33
Metropolitan Transit Authority, 61
Michele, Alessandro, 36–37
Moët & Chandon, 40
Moët Hennessy, 40
Moncler, 148–49
mood boards, 165–66, 168–70
Moss, Michael, 95
Murray, Steve, 59
music, restaurant design and, 195–96
narratives:
articulation and, 179–81, 193–94
clothes as, 126
curation and, 160, 161, 169
environmental consciousness and, 206
focusing of, 119
mood board and, 170
packaging and, 181, 183
power of, 61, 89–90
Nars, 177
Nestlé, 206
New York Times, 48, 68–69
Nickelodeon, 182
Nike, 47–48, 140, 161, 176
Nix, 192–96
Nokia, ringtone of, 49–50
Norris, Jessica, 42
North Face, 148
No Sesso, 214
nostalgia, 212
Old World Weavers, 125
Orange Roofs, Golden Arches (Langdon), 52–53
originality, 10–11
Ortega, Armann, 165, 166–68
Pabst Brewing Company, 82–83
package design:
color in, 183–84, 191
customer experience and, 184–85
environmental consciousness and, 185–86
multisensory appeal in, 16–18, 182–83
narrative and, 181, 183
relevance of, 185–86
Panasonic Take-N-Tape, xii–xiii
Pantene, 14
Paradox of Choice, The (Schwartz), 149–50
Parker, Dorothy, 144
Patagonia, 206
patterns, personal style and, 139–40
Pedigo, Steven, 204
Penn, Irving, 77
personal space, 147–48
author’s experiences with, 165–68
curating of, 163–68
personal style, xi, xv–xvi, 72–73, 121–45, 163
articulation and, 129–35, 138
attunement and, 127–31, 141
author’s development of, 123–25, 128–29, 133
“beauty marks” and, 141–42
decorative impulse in, 122–23
dress codes and, 130–35
environmental influence on, 124–25, 126, 135
experimenting with, xvi, 103, 128–29, 137–38
“eyesores” and, 142
“four Cs” of, 121–22
individuality in, 126
interpretation and, 141
pattern and color in, 139–40
personal space and, 147–48
signatures in, 138, 168
status and, 135–37
“style icons” and, 143–44
as universal concern, 122
see also clothes; taste, aesthetic
Phillips, Carol, 77–78
Philosophy, 16–17, 189–92
Phluid Project, 213–14
Plein, Philipp, 35
POM Wonderful, 94–95, 96
Porcelanosa, 88, 91
postconsumer society, 199
Post-it Notes, 59
Postrel, Virginia, 134–35
Prada, 148
Primary, 213
Procter & Gamble, 14, 150, 185
Purity, 190
quality, judging of, 10
quality of life, 208
Quip, 180–81
Ramillon, René, 148
Recess, 209
Rechelbacher, Horst, 13–15
relevance, 180–81, 185–86
Resnick, Lynda and Stewart, 94–95, 96
restaurant design, articulation in, 192–96
restaurant review exercise, 118–20
retailers, bricks-and-mortar, 157
curation and, 158–63
entertainment value and, 162
failed brand codes of, 63–64
halo effect and, 32–35
handmade goods and, 206–7
interior design and, 159–63
online retailers vs., 34–35, 66–67, 158
sensorial experience and, 66–67
Revlon, 38–39
R. J. Reynolds Tobacco Company, 93–94
Roberts, Elizabeth, 193, 194
Rolls-Royce, 46–47
Rubenstein, David, 17–18, 154
Ruffini, Remo, 148–49
Ruinart, 3
rule breakers, vs. rule makers and rule takers, 78–79
runners-up, companies as, 76–79
Salt Sugar Fat (Moss), 95
Sander, Jil, 133
Sanders, Harland, 176
Sasson jeans, xiii–xiv
Saunders, Neil, 80
Schmidt, Eric, 6
Schwartz, Barry, 149–50
Sears, 80–81, 180
Sears Holdings, 130
Seiders, Ryan and Roy, 89
senses:
aesthetics as appeal to, 4–5, 14–16, 23–26, 29, 47–48, 208
emotions and, 26–28, 45
interaction of, 40–43, 101–2, 105–7, 111, 118–20
memory and, 26–27, 29–31, 104
see also specific senses
sensory experience, digital divide and, 208–9
sensory marketing, 45–48
sensory nervous system, 102
Seventh Generation, 185–86, 206
Shaffer, Ben, 140
shelter:
as basic human need, 144
see also interior design
sight, 26–27
Sight Smell Touch Taste Sound (Kapoor), 105–6
signatures, 138, 168
SMEG, 83–85
smell, 27
cultural differences and, 47
sense of taste and, 105–6
Smithsonian, 56
social responsibility, 206
somatosensory system, 28
Soriano, Pepe, 91
sound, 28
physiological and psychological responses to, 43–45
Southwest Airlines, 76
Soylent, 186
Sozzani, Carla, 160
specificity, 175–79
Spence, Charles, 42
Starbucks, 47, 59, 75–76
status, personal style and, 135–37
Stroh, Bernhard, 81
Stroh, Peter, 81–82
Stroh Brewery Company, 80, 81–82
Stutz, Geraldine, 65
style, see personal style; taste, aesthetic
“style icons,” 143–44
Suja Juice, 181
supertasters, 104–5
sustainability, 195, 198, 207, 212
aesthetics and, 6
synesthesia, 16
Target, 71, 76–77
Tárrega, Francisco, 49
taste, aesthetic:
attunement to, 101, 120
empathy and, 8–9
environmental influences on, 102–3
standards of, 101
see also personal style
taste, sense of, 27
attunement in, 101–20
culture and, 107–10
development of, 102, 103–4
digital divide and, 209
environmental influences on, 102–3, 106–7, 111
genetics and, 103, 104–5
interaction of emotions, other senses, and, 40–43, 101–2, 105–7, 111, 118–20
memory and, 104, 107
as metaphor for aesthetic experiences, 103–4
musical pitch and, 43
natural vs. processed foods in, 110–11
tattoos, 136
Teague, Claude E., Jr., 93–94
10 Corso Como, 159–60
Terray, Lionel, 148
Texas, University of, 32
Tiffany, 59, 61–62, 180
TomboyX, 214
touch, 28, 90, 107, 151
Trader Joe’s, 66
transparency, 192
tribalism, 210–15
TricorBraun, 186
Trilling, Roger, 196
Truman, James, 192–96
ugliness, aesthetic appeal of, 35–36
Ulta Beauty, 212–13
Ulukaya, Hamdi, 114–16
Unger, Kay, 137–38
uniforms, 131–35
United States, changing food culture in, 109, 117
UPS, 59
value creation, xi
vaping, 92–93
vehicle design, 196–98
Venxara, 212
Vespa, 196–98
Veuve Clicquot, 9–10, 18, 40, 68
Vidal Sassoon, xiv
Vienna, 217
Viking, 88
Virgin, 182
Walmart, 71, 76, 130, 151
Walt Disney, 60–61
Walton, Sam, 130
Warby Parker, 85–87
Wegmans, 151–52
West Elm, 207
Wexner, Leslie, 65
Wharton School, x, 5, 11
Williams-Sonoma, 207
wine, effect of glassware on, 40–42
Wolfe, Tom, 120, 133
Wright Tool Company, 186
Xfinity, 178
Yahoo!, 71
Yeti, 88, 89–90, 179
Yoshimura, Justin, 159
Zimmerman, Joel (Deadmau5), 60–61