Episode 383: BONUS EPISODE: Art as a Strategic Imperative - Vadim Grigoryan of Art Thinking

Aspirational brands are urged to embrace art thinking and become cultural agents to avoid being reduced to mere commodities, according to Vadim Gregorian, a craft marketer and author of the book "Art Thinking." Gregorian, who transitioned from a background in rocket science to marketing, emphasizes the importance of integrating creativity and cultural engagement into branding strategies. He argues that high-quality brands should focus on both product excellence and cultural relevance, positioning themselves as platforms for meaningful ideas that enrich society.

During a discussion, Gregorian reflects on his journey from management consulting to becoming the youngest marketing director at Pernod Ricard, where he deepened his connection with art through initiatives like supporting the Venice Biennale and Art Basel. He highlights the significance of friction and discomfort in fostering creativity and innovation within corporate environments, suggesting that introducing diverse perspectives can lead to transformative ideas. Gregorian also discusses the evolving role of aesthetics in branding, asserting that brands must connect with deeper human emotions to stand out in an increasingly crowded market.

He concludes by stressing the necessity for brands to create meaning in their offerings, as many individuals today feel a lack of purpose in their lives. Gregorian believes that by incorporating art and culture into their narratives, brands can not only differentiate themselves but also contribute positively to society, ultimately enhancing their value and relevance in the marketplace.

Vadim Grigoryan describes himself as a craft marketer that has grown from a rocket scientist. He focuses on growing brands as “cultural agents” and in building meaning through art, culture and tech in an entertaining way. He focuses in marketing on High Quality, High Aesthetics and High Status. We were both at INSEAD together, and we recently reconnected when he invited me to a book launch for his book, Art Thinking. In the book stresses the value of non-aesthetic inspiration from artists like Marcel Duchamp and the necessity of friction and discomfort for innovation. Gregorian believes that cultural capital is a faster social elevator than financial capital.

Our conversation starts with Vadim's move into marketing and the kind of brand building that has become popular among luxury brands. He describes his awakening in the art world and how he started to integrate this passion into his marketing portfolio. We learn about the importance of "experience" and creating aspirational brands, and discuss how the cultural uplift through integrating art in branding can be long-lasting and profound. This discussion of the role of art and culture in social-mobility is a novel one, as is our focus on friction and discomfort, and its importance.

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