When brands are positioned as a partner of artistic communities.

 

  

The Creation of Adam by Michelangelo revisited by Nokia.

  

The association between art and marketing is rather common. Cultural patronage, sponsorship, brand content (organization of cultural events), an association with artists (product design, commercial architecture, advertising), recovery of works of art in advertising ...

If until now the interest in art was much praised by luxury brands, among others because it allows them to expand their brand universe, strengthen their premium positioning to benefit from the aura of artist or even hit a target elitist (though art meets increasingly popular with the general public), this new form of communication concerns more consumer brands and especially automotive brands or clothing . Brands for which the design is very important and can therefore be well advised to learn from the art.