The book is a research-based manual for a CXO as well as an organisation to transform into an Aesthetic Leader. This book aims at understanding the origin and scope of aesthetic leadership and includes my lectures delivered in the United Kingdom. The book explores the uniqueness of businesses that are dependent on beauty, art, design and why these need unique leadership acumen wherein the leader himself or herself has to be an integral part of generating the competitive advantage – aesthetics. It also explores the strategic perspective of leading luxury brands with a certain finesse that only aesthetics can provide, especially while handling multi-billion-dollar ‘Quite Luxury’ with Aesthetes and Connoisseurs. It explains how an organisation needs to restructure itself towards creative- and aesthetic-centricity in luxury. The book explains the role of disruptors from technology space like Apple wherein design and aesthetic-obsessive behaviour of a true aesthetic leader Steve Jobs is the core competency for charging super premium, behaving just like a luxury brand. The book is a comprehensive narration of the story of aesthetic leadership in luxury along the various strategy contours of art, beauty, design, creativity and of course, aesthetics.

Longtime leader in the luxury goods sector and former Chairman of LVMH Moët Hennessy Louis Vuitton North America reinvents the art and science of brand-building under the rubric of Aesthetic Intelligence. In a world in which people have cheap and easy access to most goods and services, yet crave richer and more meaningful experiences, aesthetics has become a key differentiator for most companies and a critical factor of their success and even their survival. In this groundbreaking book, Pauline Brown, a former leader of the world’s top luxury goods company and a pioneer in identifying the role of aesthetics in business, shows executives, entrepreneurs, and other professionals how to harness the power of the senses to create products, services, and experiences that stand out, resonate with their customers, and create long-term value for their businesses. The power is rooted in Aesthetic Intelligence—or “the other AI,” as Brown refers to it. Aesthetic Intelligence can be learned. Indeed, people are born with far more capacity than they use, but even those that are naturally gifted must continue to refine their skills, lest their aesthetic advantage atrophy. Through a combination of storytelling and practical advice, the author shows how aesthetic intelligence creates business value and how executives, entrepreneurs and others can boost their own AI and successfully apply it to business. Brown offers research, strategies and practical exercises focused on four essential AI skills. Aesthetic Intelligence provides a crucial roadmap to help business leaders build their businesses in their own authentic and distinctive way. Aesthetic Intelligence is about creating delight, lifting the human spirit, and rousing the imagination through sensorial experiences.

Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.

The concepts of artification and sustainability are now both at the heart of luxury brand marketing strategies; artification as an ongoing process of transformation in the world of art and sustainability as an indispensable response to the issues of our times. The Future of Luxury Brands examines three interrelated luxury-marketing segments—the art world, fashion and fine wines including hospitality services—through the dual lenses of sustainability and artification. From safeguarding human and natural resources to upholding labor rights and protecting the environment, sustainability has taken center stage in consumer consciousness, embodying both moral authority and sound business practices. At the same time, artification—the process by which non-art is reconceived as art—applies the cachet of art to business, affording commercial products the sacred status accorded to works of art. When commercial products enter the realm of aesthetic creation, artification and consumer engagement inevitably increases. This pioneering book examining artification and sustainability as strategic pillars of marketing strategies in the luxury industry will be essential reading for practitioners working in luxury product companies, as also students of luxury brand marketing.

The Quiet Luxe is an authoritative research-based manual for understanding the history and evolution of “quiet luxury” and includes lectures delivered in the Bath Business School in the United Kingdom. Quiet luxury is a minimalist approach to luxury and fashion that emphasizes timeless elegance, legacy, aesthetics, subliminal ego, and exclusivity. The book explores the uniqueness of luxury brands that are dependent on beauty, art, design and aesthetics. It deep dives into the strategic perspective of leading luxury brands, which cater to both “quiet luxury” and “loud luxury” consumers -- Aesthetes and Connoisseurs versus the Flaunters. The book traces the history of “loud luxury” from the days of the Maharajas to the Great Indian Aspiring Middle Class of today versus the rise of ego-driven “quiet luxury” with the New Maharajas, the Richie Rich, who only flaunt to those who can afford.

Bharat, A Luxe Story is an authoritative, research-based anthology of essays exploring various facets of luxury from the perspectives of Sociology, Philosophy, Anthropology, History, Politics, and Economics, revolving around India, that is Bharat, to find a deeper meaning of luxe beyond the myopic ‘price tag’ and towards democratisation of luxury. It is the 10th book of Professor Mahul Brahma launched in the UK, commemorating two decades of his journey as a luxury commentator and columnist. It captures the centuries-old love affair between Bharat and global luxury brands. From Cartier’s Patiala Necklace with 234.5 carat De Beers diamond to custom-made Louis Vuittons and Rolls Royces, Bharat has been the epicentre of branded luxury. The book traces the evolution of luxury in Bharat with the passage of time and change of perspective of Indians, redefining the mythic value of luxury. It traces the passage of Bharat, all set to become USD 10-trillion economy, from the dazzling loud luxury to new-age revolution of quiet luxury.

There are luxuries that most of us will never be able to afford in a lifetime, but just off the shores of the moneyed is a huge, fast growing, land of premium value which inspires people to get there, even if they need to stretch their budget to reach it. Premium by Design is a thoroughly researched, well argued and well presented study that identifies how global business leaders have succeeded in achieving margins by design. Thanks to original tools and processes, this book shows how you might also succeed. It is about better, but reachable and real, products and services. The book features insights from the world of customer science and design research. The key challenge for the world today is finding out how sustainable is the underlying process that is driving this apparent desire for more and more indulgent material possessiveness? This book might not have all the answers, but it will provoke and trigger a long overdue debate in the premium and image driven industries about tomorrow's values. As a result it is a must read for anyone in this market, or aspiring to it.