The Art of Branding

The Art of Branding


The Art of Branding

By Daniela Paiewonsky

Desire: one word, yet a very powerful one. It may not move a mountain but it can certainly move a multitude. It makes a Gucci bag worth $31,000 and a Lamborghini worth $200,000. It shapes markets by creating and manipulating value perception, and as long as someone has the money and the will to buy it, that price value will be validated in the eyes and minds of everybody else. Art, however, has another level of perception: not only does it distinguish; it also elevates the spirit.

In the art market, desire is key for an artist’s success. But what exactly makes art desirable? Is it technique? Color palette? Subject matter? Historical relevance? The truth of the matter is that it usually is a combination of two or more of these factors that, if blended together in the right measure, results in what we know as a brand.

Artworks are positional goods: they are valued by who possesses them, not by how many of them exist. Names like Rockefeller, Guggenheim, and Gagosian, to mention a few, are name brands that add value perception to artists and their work, oftentimes increasing the value just because they have possessed it.

François-Henri Pinault owns Kering, an international luxury group based in Paris, France that thrives in the luxury world with superstar brands like Gucci, Yves Saint-Laurent, Alexander McQueen, Bottega Venetta, Balenciaga, PUMA (among others). Evidently, Pinault is a master of branding, which is why it should come to no surprise that he is also one of the owners/CEOs of Christie’s, one of the most premiere and renowned auction brands in the art world.

Picasso is a brand; so are Rothko, Rauschenberg, De Kooning, Warhol, Pollock. All of these artists sell at auction houses for millions of dollars, even though they have passed away. Why? Because either themselves and/or their dealers knew how to do branding. Although a lucky brand may be born out of chance, a perennial brand takes a lot of determination, repetition and consistency to stay on top of people’s minds and hearts.

The art market revolves around the current definition of contemporary art. But what is contemporary, and what is art? Most collectors don’t really know, and usually don’t have the time to get into it, so they turn to their trusted dealers and art advisors to make these decisions for them. We believe art deserves to be understood and experienced firsthand; if art speaks to you, it is worth exploring.

ARTGALA understands that time is your most valuable asset, which is why we offer our audience the convenience of the digital era. We aim to educate current and potential collectors with information and insight about our meticulously curated roster of artists through the ARTGALA platform brand, which guarantees quality and greater accessibility to serious collectors and artists worldwide. We believe that art should be able to gain more value as it is seen and experienced.