| FROM INTELLIGENCE TO LATERAL THINKING |
Cultural communication can be distinguished from advertisements by its format and concept planning, that are born from coefficient and expressive linguistics linked to art and interbreed with the rules of marketing.
The cultural communication concept for companies hold the elements set up by the research of the artist(s) involved in the event, along with the art management set up that assumes the role of the artistic director of the project if the operation does not need academic skills. The concept can be matched with the company brand, in a sense that it can interpret the mission and the product that becomes object of research for the artist and the project itself. In this case, the product and the project become contaminated by different elements that become common. For example, in the project "Scatto di Partenza" by Deutsche Bank, the artist’s shots “reveal” Deutsche Banks’ goals through the images. The concept can also be detached from the brand, such as in the Prada Foundation that have shows and cultural projects with a high profile but that do not “speak” of Prada products. In this case the company assumes the role of the contemporary patron and spends time and resources in favor of the community and of the cultural territory growth, without asking for something in return.
The format becomes created, projected and completed by the Art Advisor (or the curator such as defined in the Anglo-Saxon world according to the task that is covered), by its partner (communication professionals and of the Corporate Identity), and artists, besides the customer if this results to have the skills necessary to participate in the details of the design. Even in this case, it can seem to “resemble” the product or also to outdistance in terms of grammatical and cultural communication of the target and the objectives, according to the desired companies. It can be an active participant (EduTainment) or exhibition, didactic or sophisticated, niche or mass. The importance is that it is facilitated to contaminate different disciplines and strategies such as art and business. One cannot improvise or build on common advertisement perameters. The need of high profile skills and of deep knowledge of the dynamic and cultural companies is the essence of visual culture or of nature.
The Cultural Communication project must be an evolution of intellectual synthesis and of the alternative, innovative, evolved, and evolutional thought. The slogans such as Think Lateral or Corporate Cultural Communication must find a comparison in groups of integrated work that know how to exchange knowledge and skills in a perfect harmony directed towards the objective of the customer, without the need to change the creative and expressive methods of the artists that instead result to be exalt and motivated.
Francesco Cascino
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