Marketing Aesthetics: The Strategic Management of Brands, Identity and Image
An original! That term is used far too much. In this (rare) case, it is  fully merited. Schmitt and Simonson have written a sophisticated, readable  masterpiece that reinvents the practice of marketing. And the timing--a  marketplace glutted with look-alikes--could not be better. Small business or  large, read this book ... NOW, and act ... NOW.  --Tom Peters, author ofThe Pursuit Of Wow!David A. Aakerauthor ofManaging Brand EquityandBuilding Strong BrandsVisual imagery has been the neglected element of branding, usually treated in an ad hoc manner. Thanks to this pathbreaking book, we now have a more scientific knowledge of how visual imagery works to build strong brands and how it can be actively managed. --Review