How to develop aesthetic intelligence to win over luxury customers
The opinions expressed by entrepreneurs contributors are their own.
The concept of aesthetic value is generally not associated with financial value. Metrics and analytics cannot measure creativity, style and taste. But it is a crucial element in the commercial strategy of luxury. This can increase or decrease the overall value of a business.
Aesthetic intelligence in business is about delighting and enhancing customers' experience with . That's why improving your judgment and aesthetic skills can help you win affluent clients.
Awakening your aesthetic skillsIf practice leads to polishing, then aesthetic skills can be awakened and learned. Aesthetic intelligence is being able to judge not only the quality of a product or service, but also the quality of everything that customers feel when they come into contact with the brand.< /p>
Applying aesthetic judgment means stepping into our customers' shoes and expressing how they perceive every interaction they have with the brand. This skill also requires understanding and interpreting the feelings aroused by a product or experience.
The ability to appeal to all five senses and provide products that are enjoyable to buy and consume adds value to the business. Not having this ability means hurting the overall value of the business.
That's how important it is to awaken your aesthetic skills and dive deep into aesthetics. It takes effort to boost this other type of intelligence, and even if you are naturally gifted, you must continue to redefine your skills.
Related: Marketing to a High-End Consumer, Using the Luxury Strategy
Aesthetic learning for brand longevityLearning to notice sensory elements in consumer reactions helps improve product and brand longevity. The luxury brands that know how to reconcile renewal and heritage and their products are the fruit of an aesthetic apprenticeship. They take the time to understand which aspects of their heritage are still relevant and which aspects are simply part of their past. The essence of their aesthetic intelligence lies in the editorial mastery they possess.
Non-luxury sectors more focused on scale, efficiency and innovation often forgo expressing their aesthetic intelligence. They don't see any commercial value in it. This misunderstanding has sometimes had the effect of undermining both their financial and consumer value and ultimately shortening the life of a brand.
Related: 6 Key Factors for Attracting High Level Clients
Develop aesthetic skillsModern consumers are looking for products that help them reconnect with the most mundane tasks and turn them into experiences. By strengthening your aesthetic skills, you'll be better equipped to express the depth and meaning of your products and appeal to the humanity of customers.
Set the intention to reconnect with your natural senses. Observing only with rationality will not be enough if you aspire to become a leader who truly understands, appreciates and cares about the company's value proposition.
Reconnecting with the natural senses requires adapting to the environment. The first step in building aesthetic skills is understanding how the natural senses work, which means developing higher awareness. Focus on how humans connect to places, community, nature, etc., and how they respond to different stimuli.
The second step is to interpret the emotional reactions to the sensory stimuli you have observed. You want to form an original aesthetic position, a framework or an ideal.
The next step is to define how you can express this aesthetic ideal for your brand. Provide clear instructions to your team on the aesthetic ideal and how to execute it. Ultimately, you want to curate a variety of aesthetic ideals to incorporate into your organization and brand.
The sound and form of good tasteWhen building
The opinions expressed by entrepreneurs contributors are their own.
The concept of aesthetic value is generally not associated with financial value. Metrics and analytics cannot measure creativity, style and taste. But it is a crucial element in the commercial strategy of luxury. This can increase or decrease the overall value of a business.
Aesthetic intelligence in business is about delighting and enhancing customers' experience with . That's why improving your judgment and aesthetic skills can help you win affluent clients.
Awakening your aesthetic skillsIf practice leads to polishing, then aesthetic skills can be awakened and learned. Aesthetic intelligence is being able to judge not only the quality of a product or service, but also the quality of everything that customers feel when they come into contact with the brand.< /p>
Applying aesthetic judgment means stepping into our customers' shoes and expressing how they perceive every interaction they have with the brand. This skill also requires understanding and interpreting the feelings aroused by a product or experience.
The ability to appeal to all five senses and provide products that are enjoyable to buy and consume adds value to the business. Not having this ability means hurting the overall value of the business.
That's how important it is to awaken your aesthetic skills and dive deep into aesthetics. It takes effort to boost this other type of intelligence, and even if you are naturally gifted, you must continue to redefine your skills.
Related: Marketing to a High-End Consumer, Using the Luxury Strategy
Aesthetic learning for brand longevityLearning to notice sensory elements in consumer reactions helps improve product and brand longevity. The luxury brands that know how to reconcile renewal and heritage and their products are the fruit of an aesthetic apprenticeship. They take the time to understand which aspects of their heritage are still relevant and which aspects are simply part of their past. The essence of their aesthetic intelligence lies in the editorial mastery they possess.
Non-luxury sectors more focused on scale, efficiency and innovation often forgo expressing their aesthetic intelligence. They don't see any commercial value in it. This misunderstanding has sometimes had the effect of undermining both their financial and consumer value and ultimately shortening the life of a brand.
Related: 6 Key Factors for Attracting High Level Clients
Develop aesthetic skillsModern consumers are looking for products that help them reconnect with the most mundane tasks and turn them into experiences. By strengthening your aesthetic skills, you'll be better equipped to express the depth and meaning of your products and appeal to the humanity of customers.
Set the intention to reconnect with your natural senses. Observing only with rationality will not be enough if you aspire to become a leader who truly understands, appreciates and cares about the company's value proposition.
Reconnecting with the natural senses requires adapting to the environment. The first step in building aesthetic skills is understanding how the natural senses work, which means developing higher awareness. Focus on how humans connect to places, community, nature, etc., and how they respond to different stimuli.
The second step is to interpret the emotional reactions to the sensory stimuli you have observed. You want to form an original aesthetic position, a framework or an ideal.
The next step is to define how you can express this aesthetic ideal for your brand. Provide clear instructions to your team on the aesthetic ideal and how to execute it. Ultimately, you want to curate a variety of aesthetic ideals to incorporate into your organization and brand.
The sound and form of good tasteWhen building
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