Warhol, Inc - a Lesson in Branding

The November 2009 issue of ARTnews has a very interesting article about the branding of Andy Warhol. Warhol died in 1987 however as a testament to how well he branded himself the demand for his work is stronger than ever.

I know it seems to be anti-arts/crafts to be talking about branding but establishing your company/body of work as a brand is one of the best ways to generate blockbuster sales and be able to charge higher-than-market for your products.

Branding doesn't mean the handcrafted nature of your products has to be compromised; merely that your business' name becomes synonymous with the type of product. For a broad example, think wrap dresses and Diane von Furstenberg, wild prints and Marimekko, or the twisted cable jewelry of David Yurman. Arts and crafts example - Myra Burg and her silent oboes

For more information about branding, the article, Warhol, Inc., is available online and this excellent Guide to Branding by About.com Marketing Guide Laura Lake.

Image of Andy Warhol artwork: Peter Macdiarmid / Getty Images