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Aesthetic Intelligence Labs

@aestheticintelligencelabs

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Seeing a lot of conversations, discussions, conferences, and courses about the future of marketing being centered on AI. No question at all that it’s critical to build AI skills and learn how to design systems that use them well. But my instincts have been telling me for some time now that AI isn’t the crux of modern marketing and brand building. And I’ve learned to pay close attention when my gut is pulling me in a particular direction. The shift is happening in spite of AI, not because of it - As AI makes research, insight generation, creation, production, distribution and a host of other “marketing work” more efficient and more abundant, the things that will become scarce are Meaning, Taste, Cultural Relevance, Trust, and Desirability. If anything, these will become even more valuable in an AI-powered world. I’m happy to be wrong. But these are the capabilities I’m placing my bets on. AI will impact how we build brands. But I’m not convinced it will change what ultimately makes people desire and choose one. It definitely changes the methods, but I don’t think it will be the source of lasting competitive advantage. P.S. Wandering thoughts while sitting in a café I discovered serendipitously. Really good coffee and cake crafted by hand. A place where the music, lighting, service, and overall vibe just came together. My tote bag from a small independent brand in NYC, hand-painted with my name by Brooklyn artists. And a book on the other A.I. ;-) Everything in this photo brings me joy 🩵 Maybe that’s the point. #ModernBrandBuilding #CulturalBrandStrategy #AestheticIntelligence
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On our radar: a must-listen from the Aesthetic Intelligence podcast by Pauline Brown 🎙️✨ Featuring CEW Executive Chair Carlotta Jacobson and President Elana Szyfer, this episode explores the power of visibility, leadership, and the evolution of women’s careers in the beauty industry. From reflecting on CEW’s legacy as a community where competitors become collaborators, to shaping a bold vision for the future—this conversation is filled with insight and inspiration. 🔗 Tune in to hear how one network helped transform opportunities for women across the industry, link in bio
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Hidden in the hills of Sintra, Portugal. A study in pairing—dreamy guitar layered against Chef Sebastião’s menu. Designed in collaboration for the Aesthetic Intelligence retreat by @paulinegarrisbrown , where sound isn’t background—it’s an ingredient. Cuisine by @simply.sebastiao Music Curation by @sonicsommelier #sonicsommelier #music #livemusic #guitar #portugal
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Live from NY: my new Substack! A space for essays, podcasts, and conversations at the crossroads of commerce, culture and creativity ... or what I call “the Business of Aesthetics.” See link in bio to learn more. New to Substack? It’s easy. Just click the subscription button in the blog post and enter your email. No apps, no logins, no friction, no fuss. Just a steady dose of fresh ideas and inspirations.
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Paula Oriol, fundadora de Aesthetic Intelligence Lab, ha sido la segunda invitada de nuestros Desayunos VIP. Nos habló sobre el concepto de inteligencia estética y nos regaló una auténtica masterclass sobre el funcionamiento de las empresas hoy en día: cómo logran las marcas impresionarnos, qué estrategias las llevan a alcanzar su estatus y cómo conectan realmente con las personas. Nuestros alumnos tuvieron la oportunidad de resolver sus dudas directamente con un profesional tan innovador como inspiradora. Uno de los consejos que nos dejó Paula fue que, aunque al principio no tenía claro a qué quería dedicarse, en la universidad se apuntó a todo tipo de actividades y charlas. Poco a poco fue encontrando su rumbo… y también su gran pasión. 💡✨ ¿Os suena esa búsqueda?
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🎙️ NK Book Club Ever lit a candle before guests arrived? Picked skincare just because the packaging was pretty? Same. ✨ In this episode of Beyond the Skin, I’m sharing a lighthearted excerpt from Aesthetic Intelligence by Pauline Brown — a book that reminds us beauty isn’t about getting it perfect… it’s about how it feels. Tune in for 5 minutes of insight, warmth, and a little permission to care about the details that make life feel more you. 💛 Now playing on Beyond the Skin. #BeyondTheSkinPodcast #NKBookClub #AestheticIntelligence #IntentionalBeauty #GlowFromWithin #NurseKarenVoice
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Pauline Brown, a luxury and culture expert, addressed the World Coffee Leader Forum, discussing aesthetics’ transformative role in the coffee industry. Brown defined aesthetics not merely as beauty but as sensory perception that delights multiple senses beyond the visual, including touch, smell, and sound, to create a holistic experience. As coffee shifts from a commodity to an experience, she highlighted “aesthetic intelligence” — a skill of discerning and enhancing experiences to evoke lasting emotions and memories, rather than focusing on luxury alone. Brown explained that aesthetic intelligence can be developed through understanding sensory responses and emphasized the importance of emotional connections in customer loyalty. She cited examples, such as soothing music in cafes that balances coffee’s stimulating effects, or Apple’s memorable unboxing rituals, which create sensory engagement. Brown argued that aesthetics tap into a universal human appreciation for sensory joy, rooted in evolution and shaped by personal experiences and culture. Amid global stressors like the pandemic and digital overload, Brown urged coffee businesses to prioritize emotional connections, as consumers increasingly seek joyful experiences over simple transactions. She advised leaders to think of their businesses as providers of delight, using iconic brands as models. Brands like Nike, Chanel, and Louis Vuitton illustrate how storytelling can turn products into symbols of empowerment, elegance, and adventure, building deep emotional connections and premium value. Brown also discussed the role of experiences in brand strength, citing Disney’s immersive experiences as models that foster nostalgia and innovation. She cautioned against stagnation, noting Starbucks’ struggle to evolve its customer experience. Emphasizing the importance of aesthetic intelligence in leadership, Brown advocated for CEOs to embrace design and storytelling. She closed by encouraging brands to focus on niche audiences, differentiating through meaningful, unique experiences that cultivate loyalty and remain a uniquely human advantage amidst AI’s rise.
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The fastest opportunity to experience 2025's coffee trends in Asia! Meet global leaders from various fields at the World Coffee Leaders Forum on November 6th: James McLaughlin, CEO of America's Big 3 Coffee, Intelligentsia; Hidenori Izaki, Asia’s first World Barista Champion; and Pauline Brown, former LVMH North America Chairman. Hear diverse stories about coffee from these industry experts!   ✔️ [Keynote] Jennifer Vern Long, CEO of World Coffee Research (@wcoffeeresearch) : Sharply analyzing the coffee industry with data ✔️ Pauline Brown, former Chairwoman of LVMH North America (@paulinegarrisbrown, @aestheticintelligencelabs) : A leading figure in the global luxury industry talks coffee branding ✔️ Seung-yeon Cho, Creator (totalintelli) : Author Seung-yeon Cho examines Korea's coffee market from a humanities perspective ✔️ James McLaughlin, CEO of Intelligentsia (@jmclaughlinjr, @intelligentsiacoffee) ✔️ Luiz Paulo, CEO of CarmoCoffees (@lp_Carmocoffees) : Leader of one of America’s top three specialty coffee brands, contemplating the future of coffee farming ✔️ Hidenori Izaki, Asia’s first World Barista Champion (@hide_izaki) : Turning coffee into a fine dining experience ✔️ Franz Zeimetz, CEO of Lost Origin Coffee Lab (@lostorigincoffee, @franzzeimetz) : From brewing beer to coffee? The top rising star in the coffee world today! ✔️ [Moderator] Chahan Yeretzian, Professor at Zurich University of Applied Sciences (@chahanye) : Leading expert in the coffee industry, with research experience at Nestlé R&D and more!
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🎥 월드커피리더스포럼 공식 홍보영상 공개 🎥   2024 월드커피리더스포럼의 다양한 이야기가 담긴 공식 홍보영상을 지금 공개합니다! 이번 영상에는 커피를 즐기는 사람들부터 다양한 커피 도구까지, 모두 페이퍼 컵 드로잉으로 유명한 신문섭 작가( @moonsub )의 손끝에서 탄생한 일러스트들로 구성되어 있습니다. ☕✍️   커피 한 잔 속에 담긴 다양성의 이야기가 궁금하지 않으신가요? 이번 월드커피리더스포럼에서 직접 확인해보세요!
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[EVENT] Leave your thoughts on the World Coffee Leaders Forum and win tickets worth 120,000 KRW! What are the coffee trends for 2025? Hear directly from the Avengers of the Plenary Session at the World Coffee Leaders Forum! ✔️ [Keynote] Jennifer Vern Long, CEO of World Coffee Research (@wcoffeeresearch) : Sharply analyzing the coffee industry with data ✔️ Pauline Brown, former Chairwoman of LVMH North America (@paulinegarrisbrown, @aestheticintelligencelabs) : A leading figure in the global luxury industry talks coffee branding ✔️ Seung-yeon Cho, Creator (totalintelli) : Author Seung-yeon Cho examines Korea's coffee market from a humanities perspective ✔️ James McLaughlin, CEO of Intelligentsia (@jmclaughlinjr, @intelligentsiacoffee) : Leader of one of America’s top three specialty coffee brands, contemplating the future of coffee farming ✔️ Hidenori Izaki, Asia’s first World Barista Champion (@hide_izaki) : Turning coffee into a fine dining experience ✔️ Franz Zeimetz, CEO of Lost Origin Coffee Lab (@lostorigincoffee, @franzzeimetz) : From brewing beer to coffee? The top rising star in the coffee world today! ✔️ [Moderator] Chahan Yeretzian, Professor at Zurich University of Applied Sciences (@chahanye) : Leading expert in the coffee industry, with research experience at Nestlé R&D and more! 🏆 Prizes: World Coffee Leaders Forum Plenary Session integrated passes + Seoul Café Show 4-day passes (regular price 120,000 KRW) 🎟️ (5 winners) ⏰ Event Period: October 2 (Wed) - October 6 (Sun), 5 days ⏰ Winners Announcement: October 8 (Tue), via post and individual DM 🌟 How to Participate: 1️. Follow @wclf_coffeeforum & like this post 💚 2. Repost this post, tagging @wclf_coffeeforum account and use #WorldCoffeeLeadersForum #WCLF 3️. Leave a comment with a question for a speaker or your thoughts on the forum 💬 🌟 Tag a friend or share on your story to increase your chances of winning! 🌟
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[EVENT] 월드커피리더스포럼 기대평 남기고 12만 원 상당 티켓 받기! 2025년 커피 트렌드는? 월드커피리더스포럼 플리너리 세션 연사 어벤져스에게 직접 들어 보세요!  ✔️[Keynote] 월드커피리서치의 CEO, 제니퍼 베른 롱( @wcoffeeresearch ) : 데이터로 커피 산업을 예리하게 분석하다  ✔️ 前 LVMH 북미 회장, 폴린 브라운 (@paulinegarrisbrown , @aestheticintelligencelabs ) : 글로벌 럭셔리 업계의 대표적인 여성 리더가 말하는 커피 브랜딩 ✔️ 크리에이터, 조승연 (totalintelli ) : 조승연 작가가 인문학적인 관점에서 바라보는 한국의 커피 시장? ✔️ 인텔리젠시아 CEO, 제임스 맥러플린 (@jmclaughlinjr , @intelligentsiacoffee ) 미국 3대 스페셜티 커피의 수장, 커피 농업의 미래를 고민하다  ✔️ 아시아 최초 월드바리스타챔피언, 히데 이자키 (@hide_izaki ) 커피도 파인 다이닝처럼, 고급 식사 경험이 되다 ✔️ 로스트 오리진 커피 랩 CEO, 프란츠 자이메츠 (@lostorigincoffee , @franzzeimetz ) 맥주 브루어리에서 커피를? 현시점 세계 커피 업계 최고 라이징 스타! ✔️ [Moderator] 취리히 응용과학대학 교수 - 차한 예레치안 (@chahanye ) 네슬레 R&D 등 여러 기업에서 커피 연구를 진행한 커피 업계 최고 전문가! 7명의 어벤져스 연사들을 한번에 만날 수 있는 기회를 놓치지 마세요!  지금 바로 이 포럼에 대한 기대평을 남겨주시거나, 연사분들에게 궁금한 점을 댓글로 남겨주세요! 🏆상품 : 월드커피리더스포럼 플리너리 세션 통합권 +서울카페쇼 4일권(정가 120,000원) 🎟️ (5명) ⏰이벤트 참여 기간 : 10월 2일(수) ~ 10월 6일 (일), 5일간  ⏰당첨자 발표 : 10월 8일 (화), 게시물 및 개별 DM 🌟 참여 방법 1️. @wclf_coffeeforum 팔로우 & 이 게시물에 좋아요 💚 2. 게시물을 리그램하고, @wclf_coffeeforum 계정과 #월드커피리더스포럼 #worldcoffeeleadersforum #wclf 태그하기  3️. 댓글에 연사에게 묻고 싶은 질문 또는 포럼 기대평 남기기 💬 🌟 친구를 태그하거나 스토리로 공유하면 당첨 확률 UP! 🌟 세계적인 커피 리더들과의 특별한 만남과, 커피 산업의 미래를 엿볼 수 있는 기회를 놓치지 마세요! ☕️💡
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[Culture] 11.6(수) 10:50 - 11:40 폴린 브라운 Pauline Brown 미학 비즈니스의 힘 커피에 럭셔리를 더하다! 글로벌 럭셔리 업계의 대표적 리더의 제안 💎 세계 최대 명품 기업 루이비통모에헤네시(LVMH)의 전 북미 회장이자 <Aesthetic Intelligence Labs>의 창립자, 그리고 세계적인 베스트셀러 '사고 싶게 하는 것들'의 저자, 폴린 브라운이 월드커피리더스포럼에 찾아옵니다! 세계적인 럭셔리 브랜드들을 이끌어온 그녀가 ‘미학 비즈니스의 힘’이라는 주제로 여러분의 커피 산업에 럭셔리를 더하는 인사이트를 공유합니다. 커피 한 잔을 넘어선 특별한 경험을 고객에게 제공하는 방법을 이번 월드커피리더스포럼에서 만나보세요! [Culture] 11.6 (Wed) 10:50 - 11:40 Pauline Brown Aesthetic Intelligence Add luxury to your coffee! A proposal from a leading figure in the global luxury industry 💎 Pauline Brown, former North America Chairman of LVMH (Louis Vuitton Moët Hennessy), founder of Aesthetic Intelligence Labs, and bestselling author of "Aesthetic Intelligence," will be joining us at the World Coffee Leaders Forum! With her experience leading global luxury brands, she will share insights on how to bring luxury to your coffee industry under the theme of "Aesthetic Intelligence." Discover how to offer customers a unique experience that goes beyond a cup of coffee at this year’s World Coffee Leaders Forum! 🌐World Coffee Leaders Forum 2024 🌐Nov. 6-9. 2024 Coex, Seoul, Korea h. www.wclforum.org i. www.instagram.com/wclf_coffeeforum f. www.facebook.com/wclf.coffee
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