The New ‘AI’ in Branding: Aesthetic Intelligence Captivates Consumers

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Aesthetic intelligence is redefining brand strategy. Pauline Brown explains how sensory experiences, not just beauty, create irresistible brands.

In a world where every brand strives for differentiation, the concept of aesthetic intelligence is gaining momentum. According to Pauline Brown, former North American Chairman of LVMH, aesthetic intelligence is more than just the pursuit of beauty; it’s about creating a multisensory experience that captivates and engages. This emerging focus is influencing brands across industries, pushing them to think beyond product functionality and consider the feelings they evoke in consumers.

Brown argues that brands like Jawa Motorcycles, Lakmé, and TRESemmé are leading the charge in redefining how aesthetic elements are woven into their identities. These brands are enhancing their visual and sensory appeal, from sophisticated print communications to immersive product experiences, aiming to foster deeper emotional connections with their audiences. In an age of sensory overload, brands must engage not just the eyes but all the senses to make a lasting impact.

Aesthetic intelligence also intersects with storytelling, a vital tool for brands seeking to build desire. By crafting compelling narratives that resonate on an emotional level, brands can instill longing in consumers, compelling them to choose one product over another. Indian brands, in particular, have capitalized on this approach, using aesthetic intelligence to elevate their marketing strategies and create lasting impressions.

As brands increasingly recognize the importance of this ‘other AI,’ the future promises a more sensory-driven marketing landscape. This shift signals an evolution in how brands connect with consumers, where emotional resonance and aesthetic experiences are as valuable as the product itself.