I got this book out on 'The Art of Branding' and it was all about how Picasso branded himself helping evelate his standing and influence in the 20th century highlighting his artistic genius.
"Actually, I wanted to becaome a painter. Now I've become Picasso"
The Book went on to talk about benchmarking himself to current avant gaarde artists , the importance of knowing the right people Art dealers, other Artists, Critics etc. Creating product differentiation - making a distinctive new style through this he obtained Innovative works. He seeked allies to push forward his new movement, but maitained himself as the pinnacle of the movement. He created a market for his works by having maximum output of paintings but with very few sales, holding back on key works so the pirce was driven upwards, and only sold to key collectors. He also extended his area of artistic interest into sculture, collage, stage set, posters drawing etc. (line extension from painting). Every product launched, profited from the success of established products. Picasso's success came from his continious exploring of new styles and concepts making his art surprising and innovative. He also regularly purchsed outstanding products by other artists to pull apart the creativity behind them. He also was in constand control of his Brand image using only the best photographers record the Artistic Genius.
"Mission Statement
Objective: To establish the ultimate brand for the twentieth century art
Method: Just do it."
I found this book really fascinating as I find that aspect of art is so domminat within the contempory art of today, that it is far more important that the brand of the artist be strong, that the actual works seem secondary. There are strong use of branding of fashion designers into creating these alter ego's to which seems so crucial since beginning of Haute couture with Worth evelating the mere dress maker to artistic fashion director of the times. The Brand seems to be far more important than the actual clothes, especially since in thses current times fashion designers just seem to spend time regurgitating the past again and again. There is alot of Brand strength, but not so much innovation or direction anymore. Im not sure why everyon is so obssessed withthe 20th century and never trying to make the 21 century even better? There needs to be a new Avant Gaarde in Fashion, Art and Design to push everything forward into the future and stop the nostalgia.
The Art of Branding - B.Kreutz & H.Cantz
