{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"FULL COMP: The Voice of the Restaurant Industry Revolution","title":"Master Your Restaurant's Brand: Pauline Brown, Former Chairman of Louis Vuitton","html":"","width":"100%","height":180,"duration":1565,"description":"Longtime leader in luxury goods and former Chairman of LVMH North America, Pauline is renowned for acquiring, building, and leading some of the world’s most influential brands.\nIn her groundbreaking new book, Aesthetic Intelligence, she shows businesspeople how to harness the power of their own senses to create products and services that delight their customers and build businesses that last. Her book is based on a course that she designed and taught at Harvard Business School.\nHere, she looks to our industry, walking us through how to build a successful hospitality brand.\nClick to sign up for our weekly newsletter.\nClick here to book time on my personal calendar.\nClick here to download our Restaurant Recovery Guide.\nWant to streamline your front-of-house operations and increase sales? Head over to http://restaurants.yelp.com/fullcomppodcast to claim your free page and learn more about these powerful tools for your business.\nSHOW NOTES\nWhat is Aesthetic Intelligence?\nTaste\nA higher level of perception\nThe ability to discern and communicate what looks and feels good\nGrew up as first-gen Jewish American in a creative but practical household\nGoing into business doesn’t always embrace the creative side\nIt took Pauline many years to combine creativity with her business knowledge\nThe importance of creative briefs\nMarketing document\nRoadmap for the brand plan\nStems from the company’s central idea into a more fixed template for branding\nHow to create a creative brief for a restaurant\nStart with the core idea/usp/story\nThe core idea needs to be relevant, original and engaging to capture the imaginations of customers\nCreate an execution strategy to communicate that idea to customers\nA central part of a restaurant’s idea - how do I want people to feel?\nGetting to know the customer on a basic level\nWhat do they order?\nWhat is the occasion they come to your restaurant?\nHow much do they typically spend?\nWhat time of day do they come to the restaurant?\nGetting to know the...","thumbnail_url":"https://img.transistorcdn.com/6OAanP6N7rKCCEP4OYgZT_i74QmCwgk2rH1cSWqhfvs/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS8zYzkz/MGQ5M2Y5MWZmM2E0/NGM3MzFmNzQ0OGZl/NDhhYi5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}