• Would you rather your Brand be ‘New!’ or ‘Relevant!’?

    For Converse, art fusion hasn’t just been a way of staying fashionable, or ahead of their competition. It has been a way to stay culturally relevant. How many other shoe Brands can you name that have survived for over a century? And how many other Brands can boast that they are worn by celebrities, not […]

  • For brands, necessity is the mother of reinvention

    Brands that aren’t constantly creating new products to satisfy the ever-fickle consumer are few and far between. “Innovate” is on many a Brand Director’s To Do list. Yes, market research says things sell better with a ‘New’ flash on the package, but the result, too often, is a product that isn’t really all that new […]

  • Our home and native brands

    Art fusion collaborations have proven so effective and have become so familiar around the world that savvy bloggers have begun to report new ones as ‘collabs’. But so far, very few have originated in Canada. Strange. Is it possible Canadian marketers aren’t thinking big enough for their brands? Or perhaps we think it has to […]

  • Make the traditional untraditional again

    Increasingly, social media has become one of the traditional tools of marketing. With this new reality, there are plenty of new ‘gurus’ who profess to know the secret to successful social media campaigns. But ultimately, it comes down to a simple, old-fashioned principle: people talk when there’s something worth talking about. Social media is nothing […]

  • There’s Art in Your Soap

    From the earliest examples of art fusion between Salvatore Dali and Elsa Schiaparelli in the 1930’s and Andy Warhol and Yves St. Laurent in the 1960’s, art fusion has never failed to capture our collective imaginations. In the last decade, the number of art fusion collaborations has proliferated, now with many different types of Artists […]

  • The Little Bag That Could

    In the last few years, more and more start-up companies have been using art fusion to catapult themselves into category ‘players.‘ A great example is The Cambridge Satchel Company. The start-up fashion brand with one inexpensive bag design became a fashion media darling seemingly overnight. One of their first collaborations was with Japanese fashion label […]

  • Art Creating Brands – Brands Creating Culture

    While art is being made, curated, exhibited, and collected, products are being developed, manufactured, marketed and sold. But more and more often, the word “curated” is being interjected from the world of art into the world of mass-production and mass-consumption.