ABSTRACT
In the introduction to this book we described a brand as a product of both science and art. The science dimension involves the management of the complex set of systems encompassed by the strategies of branding and the complex consumer responses to a brand. The art referred to the metaphoric concept of Gesamtkunstwerk, which, like a beautiful building or work of art, represents the aesthetics of “goodness of fit”—the beauty that comes from a parsimonious yet perfect solution to a functional problem. Consider how this aesthetic vision led to the development of grand cathedrals in medieval times.
