The era of relying on logos and catch phrases to cultivate strong brands is over. Our 21st century, tech-saturated lives require more from companies to capture our attention. The demand for more creative branding is growing. Consumers more and more respond to personal connections with businesses, which is why creating associations with ideas and feelings is essential for building a dynamic brand. In fact, millennials are engaging more extensively and personally with brands than previous generations.
The arts capture and create what brands strive to harness: emotion, vibrancy, cultural identity, relevance, community development, and human conditions, to name a few. Partnering with the arts generates competitive brands. In fact, 79% of businesses who partner with the arts agree that the arts increase name recognition.
Utilizing the arts in ad campaigns and sponsoring arts events are quick, simple, and effective ways for businesses to take advantage of the brand-enhancing capacity of the arts. Arts-centric campaigns help to build market share, attract new consumers, and provide visibility for both businesses and the arts. A win-win situation indeed!