Christian Purser is the London CEO of a global branding agency – Interbrand – specialised in branding, brand management and offering services for brand strategy, analysis, evaluation, and corporate design. Purser previously led digital strategy at M&C Saatchi, his career is marked by the desire to challenge the status quo and creative boundaries of marketing and brand identity.
Recently, in an interview published on artnet by the Founder of .ART Ulvi Kasimov, Christian Purser discussed how artists and art organizations can utilise branding and the future of branding for the creative industry.
The interview is part of The Art of the Possible, Ulvi Kasimov’s latest book featuring a series of interviews exploring how Internet technology can remake the art world.
What do major art brands tell us about the creative industry today?
What’s interesting in the art world is that a lot of the brands come from founders’ and artists’ names. What that tells you is that it’s a very personal, relationship-driven business. In the art world, the names of artists have become brands, like Modigliani and Picasso. Within that market, you’ve got big brands like Sotheby’s and Christie’s and museums and everything else but at the top-end, it’s still mainly driven by relationships.
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