Tenth Law of Branding (Branding by Aesthetic)
(one of the best books discussing marketing aesthetics is by Bernd Schmitt and Alex Simonson; the title is the same: Marketing Aesthetics)
The great Eighteenth Century German Philosopher Alexander Baumgarten invented the word Aesthetics from the greek word aisthetikos (meaning "perceptive, especially by feeling"). Baumgarten coined the term to refer to a special branch of philosophy that aims to produce "a science of sensuous knowledge in contrast with logic, whose goal is truth.
People's love of aesthetics, a total sensory experience, has provided Brands a new avenue to achieve acceptance and popularity. Most branding experts have realized that the aesthetics of products are sometimes more effective than the products themselves.
Lalique bottles originally were inexpensive bottles that held perfumes. I personally feel the story of Lalique is the most classic and the best example of selling aesthetics.
The strategy is about creating sassy, desirable visual images, sophisticated refinements, timelessness, smart colorful designs, soothing, stylish, and/or distinctive identity for your Branded product.
Here are some phrases and adjectives that differentiate aesthetics products:
They are soft, relaxing, contemporary, accentuate natural elements, boast an unique quality, exhibit superb operations, famous for attentive service, superb craftsmanship, positive impressions, multifaceted personalities, sense of grandiose, and irresistible appeal.
They might come with enhancing emotional contact using high tech.
Communication theory and the research on the subject of persuasion provides a distinction between two kinds of messages, the central message and the peripheral message. The peripheral message concerns the tangential elements of the main message. These are about package, attractiveness of the presenter, the color of the room and/or the music. Aesthetics concerns the peripheral message.
Benefits of developing aesthetics Branding:
1) Aesthetics creates Loyalty
2) Aesthetics allows for premium pricing
3) Aesthetic has a higher message impact when you are concerned with advertising of the product
Luxury Consumers Around The World Are Very Similar
Newswise — Luxury consumers in the U.S. and much of Western Europe are remarkably similar in many ways, especially in the emphasis consumers place on experiences, rather than something that one has or owns, according to a report released today by the Consumer Research Center of The Conference Board.
The report was sponsored by Conde Nast Publications, Gucci Group, Gibson USA, The Ritz Carlton and Tru Vue and is based on an online survey of 1800 affluent consumers in the U.S., China, France, Germany, Italy, Japan, and the UK. Respondents were over age 18 and in the top 25% income brackets.
“Consumers have remarkably similar perspectives on how to define luxury,” says Lynn Franco, Director of The Conference Board Consumer Research Center. “The largest share of luxury consumers (44%) and the largest share of consumers in each country most strongly agree that ‘luxury is having enough time to do whatever you want and being able to afford it.’ So, for luxury consumers worldwide, time is the ultimate luxury.”
Time is the most highly valued luxury (named by 35% of respondents as best matching their personal definition of luxury), then life experiences (25%), followed by having comfort, beauty and quality (18%).
About one-fourth or fewer luxury consumers strongly agree that:
Luxury consumers’ favorite pursuits worldwide include high-tech activities and travel. High-tech activities, such as using a personal computer, the Internet, or a cell phone, rank as the most participated in lifestyle activities by nearly three-fourths of all luxury consumers. Travel comes next, with 69% of luxury consumers worldwide reporting an interest.
The most popular status luxuries owned across the countries surveyed were collections of antiques and rare items (30% of all luxury consumers report earning); original art, paintings and sculpture (31%); and vacation/second home (27%). American luxury consumers led in ownership of antiques or collections of rare items, while the Italian luxury consumers were more likely to own original art. The Italian luxury consumers also enjoy the highest share of vacation or second homes.
The next most widely owned status luxuries included collections of fine jewelry and watches (24%), fine musical instruments (22%), and collections of fine wine and spirits. Chinese luxury consumers led the other countries in ownership of fine jewelry and watches and in fine wine and spirits ownership, while the French consumers have the highest incidence of fine musical instrument ownership.
Compared with luxury consumers living in other countries, Japanese consumers trail in their participation in the various lifestyle activities included in the survey, such as photography (enjoyed by only 30% in Japan, compared to the international average of 59%); avid book reading (35% versus a 58% average of all countries); listening to records, tapes, DVDs (37% versus 56%).
Other key differences across cultures include:
Luxury is noticeably a cut above the average, as 81% of luxury consumers agreed. Luxury is about the feelings the consumers get in enjoying their luxury lifestyles, so it is very much an experience, rather than a material good one has or one owns. Luxury is being able to pursue one’s personal passions and interests.
Because it is defined personally and about one’s experience, luxury is something that everyone can partake in. Nearly three-fourths of those surveyed agreed that “luxury is for everyone and different for everyone.” It is not exclusive to one class or group of people.
The vast majority of luxury consumers say they reject conspicuous consumption or buying to impress. The person who most matters when it comes to luxury is the individual and how he or she experiences, interprets, and feels about his or her own luxury lifestyle—not what some neighbor, colleague, or coworker thinks.
While brands don’t necessarily define luxury, many luxury consumers look to the brand and the brand’s reputation as a signal of quality. China is the only country surveyed in which a significant portion of consumers (46%) tend to agree with luxury being defined by the brand.
Source: The Global Luxury Market: Exploring the Mindset of Luxury Consumers in Seven Countries
First Law of Branding ; Second Law of Branding ; Third Law of Branding ; Fourth Law of Branding ; Fifth Law of Branding ; Sixth Law of Branding ; Seventh Law of Branding ; Eighth Law of Branding ; Ninth Law of Branding ; Tenth Law of Branding ; Eleventh Law of Branding ; Twelfth Law of Branding