Tag: #newyork

How To Creatively Communicate Your Brand Promise

People are drawn to the luxury industry for different motives. The traditional luxury ambassadors hold on to the ephemeral feelings driven by the narratives touching on superiority and pride. Then again, the experience hunters are seeking personal connections in the brand’s promise to unleash their dreams. Last but not least, the hip netizens who are fuelling the luxury space are powered by stories and the purpose of the brand. They have leaped over from “what I have” attitude to the sphere of “Being.”  More and more, the mindset is about  “who I truly am” & “what I stand for.”  They want to be rewarded by the legacy, the qualitative experience and most importantly the echo of self-identity.

With this mindset, the brand promise matters more than ever. From everyday luxury such as Starbucks to super premium brand SilverSea Cruise line or ultra high-end brands such as Graff, desires are stimulated by the strength, the reputation and the feelings tied up to the brand promise. Once developed and channeled into multimedia storytelling, the narrative must resonate with the personal branding of the luxury aficionados whether the futurists, rebels, individuality seekers or vanity driven groups. It should evoke an identity aligned with self-perception and aspiration of the customers.

Starbucks brand promise: “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”

SilverSea brand promise: Silversea’s small luxury ships are designed for those who delight in the thrill of discovery while indulging mind and body in the most lavish surroundings imaginable.

Graff brand promise: “The House of Graff stands for the finest, the rarest and only the very best stones.”

Recounting the brand promise is more than touching off swagger or reality-distortion but skillfully emulating personal achievements, memories, and traits. A compelling narrative taps into the subconscious reveals the not so perfect identities and connects with weird fantasies with no judgment. Interpretation of brand promise through unexpected whimsical campaigns to the unassuming rebellious image is all about keeping it “real.”

Here are some suggestions on how to bring your luxury brand promise to life and connect with the expressions of identities:

  • Observe many types of consumption to adapt the content. The how and where your audience garners and shares their personal information.
  • Feature desirable qualities even so with an honest portrayal of human behaviours and circumstances. Tiffany, the premier jeweller, designed the window displays of its 5th Avenue, in tribute to New York’s graffiti culture while adding a gutsy attitude insinuating that things can happen in real life.Screen Shot 2018-07-04 at 12.29.01 PM
  • Illustrate the concept of “who I am” and “what I stand for.” Luxury fitness brand Equinox voice not only a healthy luxury lifestyle but what gives meaning to life and what succinctly defines their customers.

Screen Shot 2018-07-04 at 12.17.55 PMScreen Shot 2018-07-04 at 12.17.05 PM

  • Create stories that forge emotional connections and exhibit meaningful outcomes. Rolex tell a story campaign” features excellence, history, perfection and keeps us engaged by relaying it’s ambassadors experiences and testimonials.  Oscar-winning director James Cameron in a press release about the brand’s Academy Awards sponsorship said “A Rolex is not only a beautiful watch and a masterpiece of engineering, it’s very tough. It’s a watch that you can take into any environment and which can stand up to the pressure. So, what you’re saying subliminally to the audience is: that character can take the pressure, too; he or she has what it takes.”
  • Define the characteristics of your brand and align them with your storytelling. The unapologetic authenticity in the brand’s narrative is appealing and strengthens bonding between the brand and it’s customers. Tom Ford’s Limited Edition F*cking Fabulous fragrance branding, is a perfect example of blunt authenticity of the brand and Tom Ford’s edgy spirit.

Leveraging narrative to construct and associate values to the self-concept of the consumers needs to meet the expectations, perceptions and most importantly it must be consistent with your brand promise.

Selling your Artwork on Blockchain Technology

In today’s culture, we are inspired or entertained digitally, we are all digitally connected and we narrate our life stories with digital images.  So what is digital art? Connecting the dots, science and art have been blended to improve, stimulate or influence our lives for better and at times wickedly. Technology has phenomenally enabled artists to express their imagination with computers rendering ultimate realism to alluring fantasy.

LaTurbo Alvedon - SITTIN' UP IN MY ROOM
LaTurbo Alvedon – SITTIN’ UP IN MY ROOM

Yet, the anxiety of copyright and monetizing lingers in the digital sphere! Being fairly compensated for a work of art and the happy hunting ground for all and sundry are liberally ideal! Once again, technology is the positive force that reinforces this concept. The blockchain technology provides the artist a favourable platform to protect and be awarded deservedly not to mention conveniently and gives transparency to the opacity of the art world.

Whether the digital and the new media genres are in our computers or part of our living or working space, it is significantly expressive of our culture, social observations or just feel-good indulgence.  At the same time, the fluid creativity that appears in digital work and new media from pointing out the inequalities, oppressions, fighting for justice, questioning mindless behaviours or beliefs to inspire and improve our ways of life can be viewed, shared and owned prolifically.  Being able to own such artwork that moves you, the provenance is clear, and it might go up in value is appealing to many of us.

Eva Papmargariti - In ‘Always a body, always a thing’ Papamargariti, examines transformation and morphological/ontological fluidity through a series of bizarre incidents – actual or imagined – whose common thread is the ingestion and embodiment of plastic by living beings (fish, frogs) that end up mutating, as well as the appearance of a host of amorphous masses in natural settings (meadows, lakes).
Eva Papmargariti – In ‘Always a body, always a thing’ Papamargariti, examines transformation and morphological/ontological fluidity through a series of bizarre incidents – actual or imagined – whose common thread is the ingestion and embodiment of plastic by living beings (fish, frogs) that end up mutating, as well as the appearance of a host of amorphous masses in natural settings (meadows, lakes).

What’s more, blockchain technology addresses many critical questions for the artists and the whole art world! It transforms the way art is distributed and owned. It tackles the seriousness of censorship by decentralizing. It gives the sufficient power to the artist over the ownership or use of the artwork specially by institutions or groups of people whose ideas oppose the artist.  Galleries & museums are our point of contact to the artist but what about the ones that are located in another continent or are not particularly household names? Blockchain technology means significant change in fairer distribution of wealth and having democratic choice in the matrix of our societies.

Few online art projects and sites applying blockchain technology:

Dadiani Fine Art is the first gallery in the UK to start accepting cryptocurrency for works of art. The currencies which we currently accept include bitcoin, ethereum, ethereum classic, litecoin, ripple, dash and NEM.

left gallery produces and sells downloadable objects.

Cointemporary  an online platform for exhibiting and selling artwork.

Ikonotv.art offers a free art stream for internet and SmartTV users.

Featured image by: CARLA GANNIS’S work examines the narrativity of 21st century representational technologies and questions the hybrid nature of identity.  (Transfer Gallery)