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Full Description
There is no way to mistake the ubiquitous trademarked Coca-Cola bottle, or the stylish ads for Absolut Vodka with any of their competitors. How have these companies created this irresistible appeal for their brands? How have they sustained a competitive edge through aesthetics?
Bernd Schmitt and Alex Simonson, two leading experts in the emerging field of identity management, offer clear guidelines for harnessing a company's total aesthetic output -- its "look and feel" -- to provide a vital competitive advantage. 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 styles and themes are crucial for different contexts, and what meanings certain visual symbols convey. Any person in any organization in any industry can benefit from employing the tools of "marketing aesthetics."
Schmitt and Simonson describe how a firm can use these tools strategically to create a variety of sensory experiences that will (1) ensure customer satisfaction and loyalty; (2) sustain lasting customer impressions about a brand's or organization's special personality; (3) permit premium pricing; (4) provide legal "trade dress" protection from competitive attacks; (5) lower costs and raise productivity; and (6) most importantly, create irresistible appeal. The authors show how to manage identity globally and how to develop aesthetically pleasing retail spaces and environments. They also address the newly emergent topic of how to manage corporate and brand identity on the Internet. Supporting their thesis with numerous real-world success stories such as Absolut Vodka, Nike, the Gap, Cathay Pacific Airlines, Starbucks, the New Beetle Website, and Lego, the authors explain how actual companies have developed, refined, and maintained distinct corporate identities that set them apart from competitors.
Contents
CONTENTS
Foreword by Tom Peters
Preface
Acknowledgments
PART I: AESTHETICS AS A STRATEGIC TOOL
1.Aesthetics: The New Marketing Paradigm
Absolut Vodka: Aesthetics with a Twist
GAP, Inc.: Revamping Casual Retailing Through Aesthetics
Cathay Pacific Airways: The Heart of Asia
Aesthetics as a Differentiator
Cutting-Edge Organizations Focus on Aesthetics
From Benefits and Branding to Experiences
Marketing Aesthetics
Aesthetics Provides Tangible Value for the Organization
Aesthetics Must Be Everyone's Concern
Aesthetics Strategy
2. Creating Identity and Image Through Aesthetics
Lucent Technologies: A New Identity for the AT&T Spin-Off
Creating a New Identity
Drivers of Identity Management
Identity Management Is Not Brand Management
Continental Airlines: A Comprehensive Identity Overhaul
Identity Planning: Past, Present, and Future
How This Book Will Help Managers
The Corporate Expressions/Customer Impressions Framework
PART II: IDENTITY MANAGEMENT THROUGH AESTHETICS
3.Corporate and Brand Expressions
IBM's Corporate and Brand Expressions
Managing Expressions
The Public Face of the Organization and Its Brands
Managing Different Types of Identities
Managing Identity Changes
Expressing the Private Self of the Organization or Its Brands
Relating the Public Face and the Private Self
Application: Digital Corporation
Planning Devices for Managing Expressions
Summary
4. Styles
Starbucks and the Coffee Craze Phenomenon
What Is "Style"?
Sight: All Perceptions Start with the Eye
Shape
Color
Using Color for Identity
What Does Color Mean to Customers?
The Structure of Color Categories
Typeface
Sound
Touch
Application: S.D. Warren's Material Aesthetics
Scent: Taste and Smell
Creating a Style: Synesthesia
Application: Gillette
Strategic Issues in Style Creation
Modifying a Style
Dimensions of Style
Summary
5. Themes
Pepperidge Farm Cookies: Themes of a Distinctive Collection
Expressive Themes
Creating Themes Through Aesthetics: Three Stages
Analyzing the Organization, Its Customers, and Its Competitors
Finding Rich Thematic Content
Representing Themes Through Aesthetics
Strategic Issues in Theme Selection
Summary
6. Overall Customer Impressions
The Four Seasons: Understated Elegance
The Importance of Overall Impressions
Minimizing Gaps Between Expressions and Impressions
arOverall Impressions: Process and Content
Process: How Customers Arrive at Overall Impressions
Content: Dimensions of Overall Impressions
Application: Diesel
Summary
PART III: MEASURING AND PROTECTING AESTHETICS
7. Assessment and Research Tools for Aesthetics Management
Researching and Measuring Corporate and Brand Logos
The Role of Research in Aesthetics Management
The Perils of Anecdotal Evidence in Aesthetics Management
Suspicious Views of Research in the Design Process
Research for Identity Planning
Basic Tools for Useful Research
Assessing the Status Quo
Determining Where to Go
Developing a Design
Monitoring and Tracking
Summary
8. Protecting Aesthetics and Identity
Taco Cabana v. Two Pesos: Two Restaurants Fight Over an Identity
Legal Issues in Identity
Identities as Legally Sanctioned Barriers to Competition
Protecting Brands From Confusion
Protecting Identity From Confusion
Special Requirements for Protecting Aesthetic Identity
Protecting Image
Managing the Protection Process
How to Handle Infringement Against Your Identity
Summary
PART IV: COMPREHENSIVE IDENTITY MANAGEMENT
9. Global Identity Management
LEGO: The Universal Concept of Play from Denmark
Tamagotchi: The Japanese Virtual Pet
Key Management Issues in Creating Global Identities
Deciding Whether to Standardize or Localize an Identity
Organization/Competitive Factors
Cultural Factors
Industry and Product Category Factors
Attitudes Toward Foreign Images
Styles and Themes in Global Identity Management
Application: Bosch in East Asia
Application: Motorola in China
Summary
10. Retail Spaces and Environments
Godiva: A Memorable In-Store Chocolate Experience
Nike: Prom Sports Shoes to Aesthetic Totalitarianism?
Aesthetics in Retail and Environmental Spaces
Strategic Issues for Retailers and Manufacturers
Modern Retail Identities
Application: Ann Taylor
Environmental Spaces
Managing Retail and Environmental Aesthetics
Cyberspaces
11. Corporate and Brand Identity on the Internet
Volkswagen's New Beetle Web Site
Netscape and Yahoo!
The World Wide Web as a Marketing Tool
The World Wide Web as an Identity Element
The Unique Properties of the Web
Creating Identity on the Web
The Future Is Now: Transient Images and Virtual Identities
Notes
Index
About the Authors
