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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
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The Church: Branding the Divine
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Monarchy: From Sacred to Sovereign
Part 2: The Industrial Age: Capital Leverages Art
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The Rise of Industrial Patrons
Part 3: The Corporate Approach
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(i) Luxury Wears Art
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(ii) Banking Moves Beyond Collecting
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(iii) Technology Augments Art
Part 4: The Bottom Line & The Ultimate State
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Strategic Considerations for Brands
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Internalizing Creativity
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.
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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.