As we told you, the Spirit&Spirit agency specialising in creative strategy for high added value brands organised its first online Masterclass on 17 April. Within the program, the exploration of the notion of cultural agent.
This first online masterclass organised by the Spirit&Spirit agency on the exploration of the notion of cultural agent was intended, in the midst of the pandemic, to encourage brands to carry out a real reflection on their social and cultural role.
“Art can help brands with high added value to face today’s challenges” , explains Vadim Grigoryan, founder of the agency and expert in brand cultural strategy consulting for 20 years.
Indeed, in the current crisis context, according to a poll recently unveiled by Opinion Way for “Fastmag“, 45% of French people would consider reducing their clothing budget in the 30 days after the deconfinement, and 42% say they have realised that some purchases were not useful.
These figures say a lot about changes in consumer attitudes and behaviour.
According to the leader who accompanies visionary entrepreneurs, luxury brands and institutions, such as Azulik, Evian Resort or Mugler, the crisis would only accelerate a process that has already been underway for several years.
“I think it’s a mistake to think that everything will be totally different after Covid19. However, this context tends to accelerate certain trends, and reveal certain operating inconsistencies among brands. This will push some of them to review their DNA, to give meaning to their actions, their communication, leaving no room for the superfluous. ”
From now on, brands therefore have no choice but to review all their marketing strategies and rethink all their habits, hence the question of meaning.
For if the reign of communication has developed an industry, “a standardized language” , all over the planet, art is a matter of general interest that brands must take inspiration from in order to adopt “Art Thinking” as a method.
And with good reason, “brands, build their aspirational universe, or their brand culture by using codes, values, beliefs or cultural references that they appropriate. A means for them to access the status of Icons and thus a form of consecration by which they are endowed with an ability to steer the trends and become a cultural prescriber” , explains Vadim Grigorian.
Among the other topics covered during the Masterclass: the fundamental changes in society that are shaping consumer expectations and the role of culture in our lives, but also art as a means to create unique and entertaining experiences at all levels.
More information on Spiritandspirit.com
Featured photo : Exhibition Ten Thousand Years of Luxury, produced by the Museum of Decorative Arts, Agence France-Muséums and the Louvre Abu Dhabi © Department of Culture and Tourism – Abu Dhabi / Photo: Mohamed Somji / Seeing Things
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