Opinion I Opinião

Arts And Businesses

It makes seven months today since I started my Etsy shop. This experience made me realize how arts and businesses strongly share a common axis. Their audience. Both activities thrive to get admiration and customers, clients, people who pay at least enough for them to survive. Both arts and businesses rely on the same idea to succeed. Branding. We all recognize a Picasso and a Mercedes.

Most strikingly even is the sharing of mannerisms. Both face the decision between following trends or developing and stand for their unique style, their personality. Target audiences may be either tasteless, normative, daring or sensitive to exquisite aesthetics. Artists and business owners can equally produce commodities or master pieces, and whatever comes in between.

Branding, however, is the key point. Arts and businesses must know how to sell themselves. The distinction between the ideal audience and the real one is crucial. The awareness of the big numbers of popularity and trends is a requisite. Of utmost importance is the notion that the brand makes the product in the same way the suit makes the man. Selling is a masked ball.

This is when another choice comes up. Cynical or sincere branding. To the audience they are indistinguishable on most commodities or art pieces. Ads and articles can lie at will or convey the truth, and no one notices the difference. A good branding campaign makes the audience forget any bad experience from the past. More than a quality statement, a brand captivates us. It makes us wish for whatever it sells to us.

I am trying. Therefore the slogan.


Por Nuno Neves

Autor, revisor de texto, ilustrador e compositor.

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