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Art Is Everything To Marketing

Posted By Brandon S. On Friday, December 16, 2016

Art is everything to marketing. Artistic expression is the purest form of communication we have as a species. It says something without even needing to verbalize it, and it can communicate ideas and concepts not easily defined or confined to one word, one sentence. It can take an entire book to tell something important, or a movie, or a song, or a play, and effective marketing relies on art in every facet—because marketing is communication.

Why does a painting go for millions? Because it communicated something so strongly that enough cared to listen. Why do the advertisements and marketing methods for Apple and Google work so well and have as many views as they do on YouTube? Because they show the power of the product. They communicate their product’s elegance and efficiency.

A random survey on the internet says (though surveys are not the most trustable or reliable sources of news—shocker I know) that the most coveted jobs in the world are creative ones. Well, if that’s true, it’s understandable. But, I do want to add the caveat that all jobs are secretly creative. If done to the highest levels, they are art.

A call center employee is not only working the art of communication in the more pedestrian sense. Even if he is on a script, his inflection, his timing, his intention, these determine the art of the sale. They set apart the skilled from the amateur. 

An “artist,” and I am guilty of spreading this idea too, is a term with a lot of marketing behind it, some of which convinces some that they cannot be artists. Anyone, if given the right training, can be an artist. Sure, it might have seemed silly when the term first hit common parlance, but a “hair stylist” at a barber shop like Great Clips at Clearwater Mall, or a “barista” at the local Starbucks anywhere in Clearwater and beyond, is an artist. They have a complex craft with a huge potential learning curve. 

If you doubt me, then let your adult sister/brother/friend with no experience cut your hair. I dare you. 

So, that’s the marketing of this article. That’s the first thing that needs to change. I am all for people who want to be writers, musicians, painters, etc. Believe me, I want more of those working professionally.  But for the people who don’t want to be those sorts of things, who prefer the likes of engineering or computer sciences or the service industry, they still can be artists.

If you are in a job which you feel is not letting you create enough: well, I think there is something you can do to bring esthetics into your work space. However subtle it may be. Everyone is born with creativity. It is a learned thing and an innate thing—and beauty does not have to only come from a few sources, a few people, a few job types.

So, make something worthy of your artistic drive in whatever medium you choose.


If you liked this article, you can read more of Brandon Scott’s work over at The Hive, or on his website: www.coolerbs.com