That is to say, the aesthetics of the environment are pleasing to the senses. The book explains how. Substantial attention is devoted to the branding phase during which a symbol is strategically created, conveys a positioning, provides tangible value, and is most effectively managed on a daily basis. Core competencies do not. Even brands per se do not.
Value is provided only by satisfying needs.
Read Marketing Aesthetics. Based in Dallas, Robert Morris is an independent management consultant who specializes in accelerated executive development and organizational growth. He is the author of almost 150 Business Nuggets and frequently conducts workshops based on material selected from them by a client company. He welcomes suggestions of subjects for new Business Nuggets.