As marketing strategies become more sophisticated, people forget the long-believed notion that art is only for aesthetic and nothing more. Today, one of the fast-emerging marketing strategies for businesses in almost any industry is arts and how it draws more clients, more people and in return, more revenue. Thus, more companies are turning to artists when they need a fresh perspective on marketing and branding.
Business environment demands innovation and creativity today more than ever. Executives, as well as other business leaders, need to draw this innovation inspiration from some familiar creative sources such as music, theater, and art. Those who appreciate creativity in these forms are often more inspired and open-minded to non-linear approaches to business problem thinking. And having art pieces around them and in the office can spark those creative inspirations, thus aiding the business.
An article is made by The Huffington Post that explores the idea of art and how it can innovate any business. Brand executives gave their interpretation: Chicago business entrepreneur and CEO and president of Tribeca Flashpoint Media Arts Academy, Howard Tullman, agrees that having various artwork in your business surroundings can help to keep the innovative juices flowing.
“Culture is changing faster than ever. If you want to understand what that means, you need more than someone who specializes in branding. You need consultants who can lead you through the cultural shifts in real time and who are engaged in the production of culture.”
Fong broke down the challenge of using standard marketing research: “Everyone who is using the same market-driven data are coming to the same conclusions, and they realizes there isn’t a competitive advantage to using the same information as everyone else, so they turn to outsiders who are thinking outside of the profit margin to show them their blind spots.”
“Creativity is a skill that can be learned,” Noah Scalin declares. “The set of skills artists learn allows us to be consistently innovative and consistently come up with new ideas.”
Michael Rose notes that “You cannot underestimate the power of a stimulating environment, and the artwork itself, in fostering that approach. For example, when the artwork comes down and we switch over to a new exhibit, the whole place feels empty. There just isn’t that on-going dialogue with the pieces and that added flow of energy.”
Integrating arts into your business calls for hiring art consultants, who are experts in telling your company’s story and making your brand stand out.
Your company needs them because of they:
- Work with the unexpected and experiment
- Take risks
- Deal with critique
- Develop a practice of creativity
- Shape a mindset of tolerance for imperfection
- Develop a space to create in (physical, mental, time)
With all these, as business owners, you should not see acquiring the service of art consultants a waste of money, but an investment that it is. Arts in business will not be one of the most efficient and booming marketing strategies today if it is not proven.
As arts education is slashed left and right in the schools as something not necessary to create a competent workforce, it is interesting to hear that exposure to the arts might make for more innovative business leaders.
The modern world we live in today allows art not only be viewed as an aesthetic but an integral part of life and progress. From tourism to healing and science and technology, the role and importance of art are acknowledged and used as a tool for innovation in such industries.