Branding Lessons from Sculptures

While in Chicago, I was enthralled with two sculptures because of the non-stop crowds that they drew.  It was fascinating to watch the variety of interactions and joyful responses from the crowds. Even though I had already seen one of these sculptures three times, my eyes were re-opened.  It inspired this blog in hopes that it will re-open your eyes by taking a 360 degree look at your brand, as well as observing the different ways people interact with your brand to make sure your brand experience is enthralling.

Since your brand is a work of art that is constantly evolving and being shaped by you, your words, your actions, and what your customers experience, sculptures are the perfect analogy!  Let’s start by looking at the definition of a sculpture to paint the picture:

Sculpture is three-dimensional artwork created by shaping or combining hard materials—typically stone such as marble—or metal, glass, or wood except when softer (“plastic”) materials can also be used, such as clay, textiles, plastics, polymers and softer metals or when the term has been extended to works including sound, text and light.

Materials may be worked by removal such as carving; or they may be assembled such as by welding, hardened such as by firing, or molded or cast. Surface decoration such as paint may be applied.  Sculpture has been described as one of the plastic arts because it can involve the use of materials that can be moulded or modulated. Found objects may be presented as sculptures.

Sculpture is an important form of public art. A collection of sculpture in a garden setting may be referred to as a sculpture garden. {Source: on}

Sculpture1: 26-foot-tall Marilyn Monroe

Created by artist Seward Johnson, and shows Monroe in the same stance as she appeared in “The Seven Year Itch.”

When I left Phoenix it was 48 degrees and hailing, while it was 83 degrees with no wind in Chicago…yes, kind of ironic.  This sculpture had a constant crowd including, but not limited to: locals, tourists, vandals, TV stations, etc.

Sculpture 2: 110 tons, 33′ high x 42′ wide x 66′ long Cloud Gate

Created by Anish Kapoor, and is one of the world’s largest outdoor installations made of highly polished stainless steel that reflects the activity and lights of Millennium Park and surrounding city.

Visitors are able to walk around and under Cloud Gate’s 12-foot (3.7 m) high arch. On the underside is the “omphalos” (Greek for “navel”), a concave chamber that warps and multiplies reflections. The sculpture builds upon many of Kapoor’s artistic themes, and is popular with tourists as a photo-taking opportunity for its unique reflective properties.


By the way, according to Merriam-Webster dictionary, enthralled means:

Capture the fascinated attention of.  I invite you to ask some probing questions about your brand, observe what it looks like and feels like through the eyes of outsiders and hone in on your brand essence to discover how to make your brand enthralling today.

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