Published: 1st September 2018
No. Pages: 96
Report Type: Book
Background: Branding in the Art World
Why Branding? Why Now?
A Postmodern Approach to Cultural Institutions
a) Postmodernism and the Economy of Experiences
b) How did Postmodernism affect our behaviour as consumers?
c) The Modern-day Evolution of Cultural Organisations
How do We Consume Art Today?
a) Art as a sacred good
b) A Modern Audience: A democratic call to participation
c) Allowing Participation without de-sacralizing: Increasing cultural capital
d) Social Consumption of art
The Origins of Branding
a) Why should a collection be branded? II. Creating a Model
d) Model of Sharing
e) Model of Collecting
Writer: Ofelia Botella
This concise study, The Art of Branding written by Ofelia Botella, demonstrates the increasing importance of branding and how it can affect a Private Contemporary Art Collection. The book was conceived from a series of discussions with Sylvain and Dominique Levy who are the Founders of the dslcollection of Contemporary Chinese Art.
Over time it has become apparent that the public develop a certain affinity towards a cultural institution in the same way they can towards a brand. New platforms are also making the art world a more welcoming place, breaking down some of the social barriers and daunting aspects of the art market. Branding is another way that value can be added to an organisation. An example of this can be seen through organisations incorporating dialogues with other artists, curators or interesting personalities as a way to generate interest. Different institutions use alternate ways of branding themselves, whilst some choose to speak in a monologue format to their public, others choose to involve their audiences making it a more personalised experience. The aim of this book is to show how a strong brand can add value to the specialised art world and more importantly help reach a wider art audience.
The study is split into two sections with the first considering why art branding is so important at this specific moment in time – Why Now? What has changed in the past few years that means branding in the art world now has a higher level of importance? In essence this is due to many factors, but one that is thoroughly considered is the shift in technology and consumption habits. Collections, artists, curators and audiences now have the ability to create a strong online presence where they can tell others about their experiences via social media networks. This has resulted in audiences wanting to experience a different kind of interaction with art. For example, institutions are now producing memorable, engaging often interactive exhibitions for their audiences, fuelled by the audience’s desire to have an active role.
Going to view an art collection is now an opportunity for social interaction as well as viewing the works of art. Organisations have to ensure that they are conveying the collection’s personality as well as its uniqueness as this will make it more enticing to the public. The topic of how to ensure a lasting legacy for your collection is also something considered by the author. Botella maps out the importance of engaging with audiences, whilst also aiming to reach new audiences.
As well as considering why there is an increased desire for branding, the second section asks how one can go about creating a brand and what is required. In its final stages the book addresses how private art collections can go about building their own brand. Informed by a series of interviews, research and observations, five central elements are discussed as the keys to the success of branding your collection, these include; Engagement, Image, Presence, Model of Sharing and Model of Collecting. In this sense the study has the ability to act as a valuable resource for the understanding of contemporary art collectors and what they want to get from their collections. This is a thought-provoking discussion that considers how the art market is adapting to new technologies and advances that are simultaneously shaping other industries. The book acts as a valuable tool and assessment of how branding can add value to the art community.
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