Marketing exists at the intersection of two very different worlds.
The artist doesn’t care how long it takes. He wants it to come out right. He is often far out, well beyond what most people will appreciate. In every age, artists have been attacked as radicals, subversive influences.
Business is much about getting along. You’re providing people what they want, at prices they can afford. You have to be able to deliver at a price where you can make a profit. Speed and efficiency are hugely important.
Marketing isn’t only about art. But it is a big part of it. When we design a website, my artist has to come up with a “look” that is pure art, even though at the service of a commercial purpose. It can’t be done on a schedule. Luckily, we can at least tell the client “usually we will have something to look at in a week.” That at least is something that can be understood.
Good marketing is a bit radical, edgy, subversive. Sometimes we have to tone down a campaign because it is a bit scary to the businessman who is, however, looking for the response good marketing produces.
It’s an interesting game:
Somehow making these two worlds live together.
Art Versus Business
