From the Garage at Gorky Park in Moscow to the Fendi actions in Rome.
How much worth art as a lever to increase brand value?
This is a question which is worth groped to be answered to understand what is the value of patronage today, because if you think that art does not have a real function, but is only marvel for the eyes, we are mistaken, because art, seen through the eye of a brand manager, has features very precise and directly linked to economic development: the first is to increase the rate cultural of the residents that statistically is always linked to the level of welfare of a place, the which one directly increases the value, in second is one of the first factors of tourism development and combining the two factors, we can then evaluate art as one of the main triggers of development of the value of a brand.
Art indeed, for the companies, private, but even public, that achieve high levels of turnover as they are, also and above, states, regions, provinces and cities, it turns out to be an indispensable asset to give value to their brand.
We all know that large companies spend a lot of money, and I would say also willingly, for patronage actions, protection of cultural heritage or sponsorship for the development of art by intervening directly or through their foundations.
But because these companies, including public ones as mentioned, pay large sums of money without having an income direct from it?
Because is it advertising? No, in fact, for the sums paid of which we tell, they would have highest ROI by other types of communication, especially with that commercial.
In fact, if you were to count these among the communication investments, it would be fairer rubricarli as investments on the brand value that is not between advertising investments, which are two very different things.
The companies that make these types of investments are the major subjects of the society, are subject with economic power, but not only, whereby are entity saw from people as example of conduct.
These are companies which take up much space of the public space, meaning as public space, not the public square meters of the city, but the space visible by the audience.
The space visible from the public are therefore, either the square meters of the city, but also the exterior of the buildings in the city, included shop windows and billboards, but not limited to, public space are also newspapers and magazines, are public spaces even more airports and train stations and the metro, public spaces are the sides of the bus, are public spaces the uniforms of the players of various sports, public spaces are the VIPs in the demonstrations and then there’s a lot of public space on the internet.
So, who occupies so much of this public space, which is a kind of common square without physical boundaries, is in effect a top influencer of society that lives the public space and is implicitly required to it to be one of the best actors of the society itself, so that it can be affected positively.
It is clear that this influence can be positively explicated in several ways, first it is to use their own communication to convey positive messages, such as incitement to the physical well-being, or to cultivate friendship, or to experience and know new cultures, etc … the other two main methods beyond the “classic” communication, are the charity and the support the arts.
In this context, the support for art is a clear sign from the company that have to care about the community, is the symbol of interest in the continuous improvement of the company, of which the brand wants to be part. It is also a sign of responsibility on the part of a subject who is aware of being mature and be guide for others, or at least influencer, and it decided to lead by example.
This act, not to be cynical, but rather, to emphasize that what goes around comes around, and if you do something well… you definitely translates into good advertising, in a greater propensity to buy from the audience that perceives that its money is given to a company that works with consciousness and finally means more brand value, because you must always remember that a key variable in the value of the brands is always the perception of the latter by the public, which means that, along with other technical factors, the value of a brand is the value that give to it people in their mind.
Not being able to speak clearly of all the works in support of art that have been made, of which certainly the most popular this year was the opening of the new site of the Fondazione Prada, I made a choice very limited and in this optical it seemed right to give a very positive assessment of these two examples, for different reasons, that they are the Garage in Moscow and the restoration of the roman fountains by the fashion house Fendi.
Starting, for gentle xenophilia, with the Garage at Gorky Park in Moscow, of which we have spoken a little here (http://www.mattlumine.com/searching-brand-identity-moscow-3/) we start saying that the mention should be made above all because it is an action carried out in Moscow.
In fact it’s not really a museum Russian as you would expect (or rather we expected once?) from everything that is produced within the borders of the former union. It is in fact a typically global museum, one of those museums a bit ‘all equal as are found in every major city in the world, intending “equal” in the more positive way as possible, namely that everyone tries to convey the same good intentions and this particular point is explained in depth here (http://www.mattlumine.com/the-hottest-brands-museums/).
It is infact an interactive museum, a living entity, not just walls with art works attacked, today museums are more than anything else, schools that teach the art and where the exhibition is only one of the assets that make works the museum machine.
Machines, the contemporary museums, to which it is required to know how to support themselves, whereby work well the restaurants and bars as well as the museum shops.
Therefore, analyzing the Garage we find the Garage Café which is actually more of a coffee because you can also enjoy hot dishes jousted by the young chef Denis Kalmis, then we find a classic Book Shop and to make it all work there are also valid operations of marketing affilation as the Garage Cards with which you can buy services such as free entry to all performances, discounts to book shop etc …
The greater emphasis that we have to put on this museum is on the educational campaigns. As mentioned above, today the best contemporary museums are distinguished by their capacity to give education and make active involvement of the audience to take part in building of the entity and the brand of the museum.
To this the Garage gives a lot of space, it is enough to note that in the section of explanation of the museum from the site, of six icons, three are dedicated to the education, with different programs studied and special attention to children and incentives to students through the Garage Card dedicated to them at half price.
A brief mention must be made of duty on the architecture, which is restoring starting from the old Bakhmetevsky Bus Garage, thanks to the founder Dasha Zhukova and the architect most avant-gardist and perhaps the most able to match the underground poetic with the minimalist-chic style, Rem Koolhaas.
Moscow as brand, gains a lot from this initiative. It shows itself open to ideas and waves, artistic and architectural, extra-Soviet and finds in the Garage also a window that shows to the world a will education toward the younger members of society that the world is not accustomed to see come from the Russian world, that you would expect always very stiff and not prone to the enjoyable, which then, as we can well see, so trivial is not, watching the importance that it has in building minds, consciences, people and value.
Discourse different must be done for the fashion house Fendi with the program of restoration of some of the most important Roman fountains, including the most famous Trevi Fountain.
This project it must be intended related to art, because these fountains are yes works of architecture, but are so wealth of statues and symbols significant that to force you must intend them as works of art.
Instead, choose to talk about this project is due to this fact “Fashion do it better.”
Fashion companies, in giving value to their brand are the true Masters, a combination of work and creativity unmatched, which knows how to bring the values in percentage to the brand unreachable for almost all other types of companies.
We can understand what has been said by a quick overview of how it was managed and organized the restoration project, in which all of the fountains to be recovered is still under development, while the one of the Piazza Trevi was completed.
So let’s step back and see how this example is among those related to the art one of the most effective ever seen. We are in 2013 and in Paris in Rue Montagne it has to open a new flagship store of the fashion house Fendi while their are thinking about the recovery of the Roman fountains.
It comes the creative idea to make create at the great creative director and photographer Karl Lagerfeld the project of “The Glory Of Water”, a collection of photos that portray the beauty of the water fountains Roman, cataloging them in a book published by Steidi and showing these photo in a temporary installation on the banks of the Seine in Paris in concomitance of the opening of the flagship store in Paris Fendi.
The project does not end here to show the intelligence management. In fact, during the restoration work of the Trevi Fountain, instead of keeping the site closed, was built a walkway transparent glass that allowed tourists and residents to see the restoration work during the conducting, registering 250,000 visitors. Clearly all the project and specifications have a section isible from the home site of the house Fendi (http://www.fendi.com/it/the-magic-of-fendi/fountains)
All this leads great value to the brand, which although is now part of the great French giant LVMH, do not forget the land that daily inspires creativity, as expressed by Silvia Venturini Fendi saying: “It is our duty to pay tribute to the city of Rome which gave us a lot and is an integral part of the creative heritage of Fendi. ”
Through art, the brand Fendi shows the clear difference between a brand that creates fashionable clothes as there can be many and be instead a brand that produces primarily culture and way of behavior, realizing the motivation of the value of its brand.