Dear Student,
In our last MasterClass, I posed a personal question: Where does your taste come from? Why are you drawn to certain images, objects, people, brands, or ideas, and repelled by others?
Taste is one of the most intimate expressions of who we are. Yet, as I explained in the class, it is shaped by a range of powerful forces, many of them outside our control: biology, ecology, genetics, and the society and culture into which we are born.
In today’s class, I turn to the implications for brand builders. How can you use your own aesthetic sensibility to forge deeper, more meaningful connections with your customers? How can taste become a tool not only to sell, but to delight and inspire?
Drawing on psychology, behavioral science, and business case studies, I show how the world’s most powerful brands succeed not simply by making and marketing excellent products, but by creating meaning, memories, and ultimately myths.
This session is essential for anyone seeking to build a brand in today’s meaning economy.
