Arts & Business’ new publication Beyond experience: culture, consumer & brand features consumer gurus Pine and Gilmore demonstrating how to use art to render authenticity in business.
Arts & Business commissioned Joseph Pine & James Gilmore, the influential authors of 'The Experience Economy’ and ‘Authenticity' to explore the driving changes in cultural consumption and prove how brands and businesses can rebuild relationships with their markets through dynamic and innovative associations with culture and the arts.
In Beyond Experience: culture, consumer & brand, Arts & Business together with Joseph Pine and James Gilmore explore how culture can be placed at the heart of commercial practice. They go on to investigate the changing nature of consumers, and their increasing need for authentic experiences and meaningful transformations, which culture can best provide.
Throughout these difficult economic times, appetite for cultural consumption remains strong as attendance levels are being maintained or increased for the majority (70%) of cultural organisations.
The influential report shows that businesses still want to invest in the arts, but are looking for new ways to engage. The new Arts & Business publication goes on to track the move away from contracts of pure sponsorship and towards more sustained and collaborative partnerships.
Joseph Pine launched Beyond Experience: culture, consumer & brand on 8 December at Cass Business School, as key speaker following a stimulating and thought provoking discussion chaired by Colin Tweedy, Chief Executive, Arts & Business.
The panellists included:
• Mat Hunter - Chief Design Officer, Design Council (former Partner, IDEO)
• Professor Vincent-Wayne Mitchell - Professor of Consumer Marketing, Cass Business School
• Charlie Newbery - Marketing Manager, The Sunday Times
• Dr Anne Thidemann - General Manager, Frieze