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Manifestos, propaganda, and the art of marketing

In: The Golden Crossroads

Author

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  • Marco Bevolo

Abstract

Far too often these days, brand communications happen in an artificial environment and vision is simply not part of the mix any more. This is the case when the marketing of products is left to simple media techniques and conventional formats. On the other hand, the world of fine arts is a rich source of examples where artists and movements established themselves thanks to superior communication approaches. Some of the most talented artists in the contemporary art sector work with a clear marketing planning technique, from Takashi Murakami to Damien Hirst. Of course, this is not new: old masters such as Rembrandt had their own “branding policies.” According to some, fine arts is about finding an inner vision and selling it to the world. We might say that entrepreneurship and marketing at their very best are actually the same. It is time to find out what fine arts can share with brand marketing professionals, and other practitioners operating in this field.

Suggested Citation

  • Marco Bevolo, 2010. "Manifestos, propaganda, and the art of marketing," Palgrave Macmillan Books, in: The Golden Crossroads, chapter 0, pages 68-87, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-25069-7_6
    DOI: 10.1057/9780230250697_6
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