16th October 2009
JMW TURNER AND BRANDING
Any of us who thought that marketing and branding were recent phenomena should visit the ‘Turner and the Masters’ exhibition at Tate Britain www.tate.org.uk.
Turner is arguably the most famous artist Britain has produced. But how much of his reputation is based on branding and marketing?
Professor David Solkin, dean and deputy director of The Courtauld Institute of Art explains, Turner started by studying the competition; not just his contemporaries, but also the historical greats such as Rubens, Rembrandt, Canaletto and Poussin.
First he emulated them, adding his own differentiation, and rebranding himself as JMW Turner. Having established credibility within the Royal Academy he positioned himself as a ‘historical landscape painter‘, and found a unique voice. He succeeded in securing a legacy in his own lifetime, which has lasted for over 150 years.
The hangings of the paintings also use a technique familiar to advertisers, but unusual in the art world – side by side comparisons.
Well worth a visit during Frieze week! www.frieze.com