art in branding_luxury sector examples.png

ART in BRANDING, A Cultural History

This collection of articles by The CBO contributor Seol Park explores the fascinating intersection of art and branding throughout history, examining how different institutions and organizations have borrowed from artistic visual communication to build their identity, convey their values, and engage with their audiences.

Foreword

Part 1: The Church & Monarchy: Art as a Tool of Power

The Church: Branding the Divine
Monarchy: From Sacred to Sovereign

Part 2: The Industrial Age: Capital Leverages Art

The Rise of Industrial Patrons

Part 3: The Corporate Approach

(i) Luxury Wears Art
(ii) Banking Moves Beyond Collecting
(iii) Technology Augments Art

Part 4: The Bottom Line & The Ultimate State

Strategic Considerations for Brands
Internalizing Creativity

art in branding by seol park cover image CBO original series

Foreword

During my decade or so years in New York, I frequently found myself navigating the Metropolitan Museum's exhibition halls and library. Yet among the vast expanse of the Met, one particular spot held special significance...

art in branding by seol park the church and monarchy

1. The Church & Monarchy: Art as Tool of Power

If we were to broadly interpret the meaning of "brand," perhaps the longest-surviving brand in history would be religion. The Church recognized the power of art early in its history...

art in branding by seol park the capital leverages art

2. The Industrial Age: Capital Leverages Art

The Industrial Revolution brought forth a seismic shift in art patronage. During the late 19th and early 20th centuries, a period known as the "Gilded Age" or "Age of Industrialists," a new class of patrons emerged.

art in branding by seol park corporate approach luxury wears art

3. The Corporate Approach: (i) Luxury Wears Art

If Christianity was humanity's first global brand which carefully managed its iconography, then perhaps market economy is today's faith, and branding its semiotics. And in this modern faith, some brands have emerged as its most sophisticated practitioners.

Check back for more chapters

About the contributor:

Seol Park is a brand management executive and cultural strategist who has pioneered innovative intersections of art, technology, and brand identity. With over two decades of experience, she has shaped transformative initiatives for global market leaders including Microsoft, Intel, Chevron, and Swire Properties.

As Head of Brand at LG since 2020, Seol leads strategy, advertising, and cultural engagement across the company's diverse portfolio spanning consumer electronics, telecommunications, AI research, and energy solutions. Her recent architecting of the groundbreaking LG-Guggenheim partnership exemplifies her vision for meaningful collaboration between technology and cultural institutions.

A thought leader in branding and cultural engagement, Seol regularly shares insights at prestigious venues including Columbia Business School, Harvard University Asia Conference, Sotheby's Institute of Art New York, and Cannes Lions Seoul. She serves on the board of the Korea Advertising Society and brings a humanistic approach to brand building, believing that enduring brands must be deeply rooted in human and social values.

ART in BRANDING, A Cultural History

Foreword

1. The Church & Monarchy: Art as Tool of Power

2. The Industrial Age: Capital Leverages Art

3. The Corporate Approach: (i) Luxury Wears Art

Join our mailing list