10 lessons youth brands can learn from street art.
We have conducted a small market research and put together 10 insights for brands (youth ones in particular) - things that could learn from the graffiti world.
2. Street Art and Brands
• Just like underground music, street art appeals to the
young by being irreverent and anti-establishment
• In particular, street art has often been decidedly anti-
marketing…
2
4. It’s been an ongoing and very territorial war
4
Ah! Graffiti!
5. But if you think of it … there is a lot in common
between these two worlds
• Youth brands and street artists
have strikingly similar dilemmas
Both…
– Want to be seen, but don't want to
seem like a sell-out
– Want to be popular, but not
mainstream
– Want to be cool, but can’t really
say it out loud
– Like to display their logos
5
6. And although
marketing and selling
are dirty words in
street art, an
inconvenient truth
about street art is:
thebigger the name,
the more time they
spend on marketing
7. 7
I'm praising his marketing sensibility
and tactics as works of art unto
themselves—they've helped Banksy
operate as both icon and outsider,
which might just be the ultimate
subversion. Art and commerce have
always been entwined.
David Gianantasia
His marketing acumen puts most
PR firms to shame.
Prof. Paul Gough, UWE Bristol
8. And over recent years street art has become
increasingly commercialised
8
Picture: Peter Macdiarmid/Getty Images
9. So we looked at the street art world and found
10 lessons that brands could learn
9
10. Lesson 1. Claim your territory: don’t try to be
everywhere and do everything
10
Scott Wade made his name in the street art world by
‘painting’ on dirty cars.
Are you spreading your brand too thin?
11. Lesson 2. Don’t copy – have your own unique
style and people will follow
Are you true to yourself? Can you resist the temptation
to borrow cool no matter whether it fits your brand?
12. Lesson 3. Collaborate! Street artists are
amazing at creative collaboration
12
One of many collaboration works by El Mac (figure) and
Retna (typography). When was the last time your brand
collaborated with another brand?
13. Lesson 4. Don’t try to please everyone –
many are willing to be challenged
13
Street art is often uncomfortable and pushes viewers
out of their comfort zone. When was the last time your
brand challenged something or someone?
14. Lesson 5.
Take a stance and be confident about it
Banksy made his name ona strong set of beliefs
15. Lesson 6. Don’t try to change the streets /
environment – add to them
15
Lesson 6. Don’t try to change the streets – add
to them
Good street artists have learned to play with any given
environment and make it more interesting
16. Lesson 7. Be prepared for a dialogue
16
Brands can learn from street art how to talk
rather than broadcast
Lesson 7. Be prepared for a dialogue
17. 17
When was the last time you made a big splash with a
small budget?
Lesson 8.
Simple and smart can stand out
18. Lesson 9.
Have a gripping story
18
JimmyC was homeless for several years, so his works
often portray homeless people in urban environments
19. When there is a hint of controversy, brands are quick to
pull the plug on celebrity partnerships. Do you choose
your friends well so you can stick by them?
Lesson 10. Be loyal to your people!
20. Thank you!
A few words about us
• Thinktank is an international qualitative research
consultancy based in London
• We pride ourselves on marketing thinking inspired by
real peopleand have extensive knowledge of youth
markets
• If you would like to know more, please email
konstantin@thinktank.uk.com or see our website, blog or
follow us on Twitter:
https://twitter.com/thinktank_int
www.thinktank.uk.com
www.thinktank-international.blogspot.com
