What Marketers Can Learn From Street Artists

Within the last year I’ve noticed a lot of eye catching and artistic street art popping up.  From the canal walk in Richmond, Va., to the streets of Barcelona, Spain, it’s beautiful, striking and hard to ignore.  In the past, street art has often been associated with negative or derogatory graffiti, but today that couldn’t be further from the truth.  Artists like Banksy, a political graffiti artist from the UK, and Clet Abraham, a French artist who adds character to traffic signs all over the streets of Europe, have begun to garner large cult followings.

This makes me wonder.  Should brands be tapping into this trend?  Isn’t it every brand’s dream to have a cult following?

My answer is that if it resonates with your target market and brand, then you should absolutely consider giving this trend a try.  Why not gain attention on the street and in public spaces to promote your brand?  Street art is not always apparent and some people may not notice these pieces the first time round.  Those that do, however, will remember it, share their experience via social media and keep an eye out for more. Street artists can put stimulating spins on brands to make them interesting, engaging, and playful while still embodying the brand message.

I think brands can take a lesson from Banksy and Chet Abraham.  The nature of their work is memorable. They use styles, colors, characters, fonts and shapes that are recognizable to their work and brand.  When audiences see their work they automatically know who created the piece. Isn’t that what all marketers want with their branding?  Additionally, these artists are providing something intriguing to talk about that viewers want to continue to monitor and engage with, again another strategy all brands want to implement.

The biggest lesson is that their work is memorable and leads audiences to keep looking for more. I think all brands should be striving for the same effect and, better yet, take an artistic approach.