I am going to take you by the hand to start a different journey in space and time today.
This trip will be, above all, a mental translation.
It doesn't matter who you were, you're now in your twenties and living in the late fifties. A while ago you left your native Pittsburgh to pursue a career as an illustrator in exciting New York.
You have made few friends because that subject is not your strong suit, due to your introverted nature and your delicate health which, since school, has not exactly made you popular.
Despite your fragile appearance, you have gained some fame as an advertising illustrator for shoe ads. The opportunity to illustrate the records of the small production company RCA opens up before you, but every morning when you wake up you feel that you are predestined to do something else. Something much bigger than all that and even bigger than yourself.
Within you there has always been the need to be different, to stand out and, why not, to be revered. But, of course, no one achieves these objectives by selling shoe boxes, no matter how attractive they may be.
A creative hum corrodes you, does not let you sleep and accompanies you on your long walks through the cold streets of the Upper East Side.
You know you have a certain talent, but your creations and illustrations do not have the audience or the critical mass to be something recognizable and impressive. You have to increase your audience by having your own personal brand so that when someone sees one of your creations, they recognize you in it. Some values, some common features in your work, but differentiating from the pretentious works that fill museums.
You know that art and advertising touch each other internally behind the curtain and that no one has noticed still.
Plus, you notice the perfect storm in the air. The changes that this dying decade are marking, with a new generation of consumers willing to spend to be better and more modern in this society that goes from black and white to pop.
But your potential consumer has more money than cultural taste, so you will have to change the art and democratize it. To do this, and knowing that your strength is to understand the beauty and iconography hidden in what is consumed every day, You are going to take the art out of supermarket retail. You are going to make your image famous with what everyone sees in their daily lives. That way they will get to where you want them to go more easily and you will make them feel important because, Suddenly, they will understand the art and they will feel included where before they felt alien.
Actually, the work is already done. The consumer standards with specific colors, shapes and aspects are there. You just need to think about how to do a good staging because people think that what they buy marks their way of being. And from now on, you will decide what all those people buy.
If you have finished the journey you are no longer who you were before. Now you are Andy Warhol and you have already understood that art and marketing are just different sides of the same can of soup. Welcome to Art marketing. Visit your content on our website here.
Soon you will have the possibility of training, as entrepreneurs from several City Councils are already doing, in this new marketing technique. It is perfect for:
- Large companies that want to strengthen their corporate culture.
- SMEs looking for value added in their advertising campaigns.
- Business projects you want launch new products/services.
- Enhance creativity to idea evaluation.
