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O
N
TO
LO
G
ICAL
M
O
D
E
AESTH
ETIC
M
O
D
E
Enduring
(being)
erm
anence
Transience
(becom
ing)
flux
N
ovice
(observer)
surface
Expert
(preserver)
depth
AESTH
ETIC
M
O
D
E
O
N
TO
LO
G
ICAL
M
O
D
E
POSTMODERN
WABI SABI
CLASSIC
MODERN
Evanescent
conspicuous
consumption
Commercial
conspicuous
consumption
Ephemeral
aesthetic
consumption
Monumental
aesthetic
consumption
Eg. Purdey
sidelock shotgun
Eg. Louis Vuitton
bag
Eg. Haute cuisine
Eg. Hyper-real
experiences
TAXONOMYOFLUXURYBRANDS
Berthon, Pierre et al., “Aesthetics and Ephemerality,” California Management Review, 2009
EducatePopularize
Exclucivize
Expertize

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