marketing – Page 2 – Carlo Centeno

The Art of Viewing Art

Some experts would have you believe that the absolute best way to view art, specifically flat works of art, is from a specific distance and at a specific angle. But there’s more to it than that. The shape, the color[s], the physical size, the subject at hand are a few among other qualities that shape our personal perception of whatever it is we’re looking at. While a 20-foot tall tapestry can express its grandeur at a distance, I’m more intrigued if not fascinated by the handiwork in its creation. I tend to move rather close to such objects in wonderment of the details and the craftsmanship involved.The exhibits at a museum, whether curated for a specific event or presention, or shown as part of a permanent collection, are nothing more than merchandise on display. I don’t want that comment to come off as something crass. I’m merely distilling this type of marketing in a simple form, commercial though it seems. Though this may be an oversimplification, compare the engagement to that of a department store. Consider a well-done display of business clothing or outdoor, adventure products. The items on display either spark your interest or do nothing at all. Much depends on what piques your attention and curiousity.But unlike the department store, we don’t produce our charge cards to aquire a canvas we sense could do something to a room that needs freshening up. Instead what we should do is open our sense of feeling and seeing. What stirs inside us? Does it feel visceral? Is it calming? Does it provoke agitation, confusion or consternation? Does it do anything at all?

What I can’t describe to anyone reading or viewing this post is the exact physical, literal details about the art: the weight of the paint, the roughness of a brush stroke, the depth of detail that borders 3-dimensional perception. As much as we’d like to say that we know a bit about everything and a lot more about something specific, that knowledge or memory cannot replace being physically in front of the art work.

When I see something on an Apple Retina display, I’m duly impressed with the detail and richness of color. And as nice as that is, the experience cannot replace being right there next to the object or being in front of a vista or being enveloped by the ambiance and a sense of place.

Perhaps this post should be retitled, What do you feel when you look at Art?

Selfies and Brand Perception

Categorically speaking, the selfie is one of the top elements populating sites today. Somewhere in our digital world, popular media has put the spotlight on this ubiqituous “self portrait.” As much as I like coming across a selfie here and there, my preferences for this form of actualization is more personal if not deliberately planned. Not to say that a selfie cannot be personal for the sender or subject. Certainly to each his/her own; I’m in the minority as I don’t send or post selfies unless they’re for family. I suppose people who make selfies and photo bombs part of their daily life think nothing more of them. Thus, I can appreciate the spontaneity and the fun aspect of creating and sending them.

If selfies are genuine windows to our inner selves, then I’d think common sense should prevail. A selfie taken with pals in front of a questionable location will not play well. One example is the selfie of a twenty- or thirty-something doing same, with a brown bear in the background. If I recall, the location was in Alaska at a place popular with tourists and brown bears. The bear was just 30 or 50 yards [27 to 45 meters] away. That’s too close for an apex predator that can reach speeds of up to 35 mph [56 kph] in 100 yards [90 meters]. Safety considerations aside, think in terms of centers of influence [COF] who happen to catch a glimpse of the image.That being the case, the question then becomes:

What does a selfie say about you?

All that you consistently do and say is part of your brand. Variations to such, well, that’s another posting altogether, expecially variations that put you on an orbit other than the one you and others know you’re on.

If selfies are self-portraits and thus a physical extension of one’s personna, then I can surmise that one individual is the champion of such image making: Rembrandt van Rijn [1606-1669]

courtesy: The National Museum of Stockholm

Not only was Rembrandt a Dutch master, he was a creative genius. His “selfies” had much to say about the genius he possessed. He imbued the intangible [his sense of purpose, his focus, his sophistication, e.g.] alongside the tangible [his style of attire, its texture and color; his facial expression, his eyes and hands, e.g.]

courtesy: National Gallery of Art, Washington, DC

Yes, I’m certain there are other artists who can stand alongside Rembrandt, but he owns the niche.

With age, his selfies contain more detail and texture. There is a quiet confidence—almost regal in tone—that radiates off the canvas. In all of these portraits shown here, the subject is both an aristocrat and an artist, the benefactor and the painter, the model and the creator.

Rembrandt_Self_Portrait_1669 — Bequest of Benjamin Altman

There are other artists who have done self-portraits, that we know, but none have the power of Rembrandt’s canvases. Noted photographer Richard Avedon mentioned that he loved doing portraits because the face is a landscape that tells a story. Just as Rembrandt’s portraits offer something about his brand, so can yours, in this case, the selfie.

But be warned about where you send/post your selfies. You might forget what went where; while others will remember exactly where to retrieve them.

Personal Branding & a Jellyfish

Noted marine biologist, Edith Widder, Ph.D. has spent much of her life under water. She has in fact devoted her professional energy to creatures living in oceans so deep that the light of day will never reach them. On November 23, Dr. Widder will be giving a talk, open to the public, about her work on bioluminescence and marine life. I’m looking forward to it for a variety of reasons not the least being my curiosity and fascination for things different.

This photo is a good example of what she studies, specifically, bioluminescence. It’s that unique ability to generate light, light as the result of chemical reactions inside the organism. On the one hand, you have the image on the right side of the frame. It shows the jellyfish as it appears under natural light. The image on the left is the same animal but in suroundings totally devoid of light.

The point I’m getting to is this: is your personal brand consistent across work environments? Does it change in any way, and if so, is the change pronounced enough to be noticed? Think of mannerisms [behavior and comments] and appearance [attire and grooming].

I suspect that under extreme conditions, some people undergo changes that could leave others scratching their head. “When did he decide to wear really nice-looking suits?” However, for most of us, we don’t so much change our personal brand as much as we do tweaking it. We dial in some adjustments to reinforce an attribute or suggest another. A long time ago, I read somewhere—and it probably came from an Italian designer—that three things signal a person’s sense of accomplishment, confidence and purpose: a wristwatch, shoes and writing instrument. Interesting.

Regarding wristwatches, using mechanical watches—either hand wound or self-winding, reinforces to an erudite observer that the wearer has a sense about time’s importance. Mechanical watches require attention. A nice [Swiss, German, e.g.] automatic watch represents a high level of skill and expertise in watchmaking. Costs aside, I like to think that the wearer of such accessories has an awareness and appreciation for fine watchmaking. The same can be said of the other 2 items. A good pen—especially a fountain pen—speaks volumes about the user. And like the automatic wristwatch, observations cover both positive [learned, confident, assured, accomplished, e.g.] and negative [flashy, poor use of money, attention seeker, pretentious, e.g.]. I don’t think I need to elaborate on footwear at this point.

So then, what aspects of your personal brand are you fine tuning? Are the adjustments or changes subtle or dramatic in their expression….like our jellyfish?