The Picasso Brand

“The first artist as a brand was Picasso,” (The Art Newspaper, December 2012). Picasso controlled the relationship between production and distribution.  Picasso excited demand with a continuous stream of new styles. Collectors dutifully moved on from the Blue Period to Cubism just as consumers later moved on from a ’57 Chevy Bel Air to a ’58 Chevy Impala.

Picasso limited edition prints opened up new markets.  Picasso understood the media and social networking.  He cultivated relationships.  Picasso brand commanded higher prices.  He was way ahead of us in the art and science of brand building.

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