5 marketing tricks from Salvador Dali

Salvador Dali turned his life into a performance, and his image into a work of art known throughout the world. The secret to the surrealist's popularity lies not only in talent, but also in successful marketing techniques. Their use contributed to the fact that even during the life of the artist, any of his work cost enormous money (which is extremely rare in art), and his name can be called a "trademark" surrealism.

Here are Dali's tricks that can be useful for promoting any brand.

1. Unique selling proposition

This is a very important marketing element. Confidence in the product being created and its positioning as unique and exclusive is what needs to be conveyed to the audience.

Dali created a unique product. In his works, he combined psychoanalysis and motives of the Renaissance art, bright colors and bizarre images - and these contrasts became the signature style artist, and also glorified him all over the world.

Salvador Dali was so committed to his ideas and values ​​that it inspired those around him with confidence in his exclusivity and genius. In the book "50 Secrets of Magic Mastery" he wrote: "<...> At the age of fifteen I wanted to be Dali - I became him <...>. Now, at forty-five years old, I want to create a masterpiece and save modern Art from chaos and idleness. And I will achieve my goal! " And indeed it is.

Of course, in order to convey to the audience the unique advantages of the product, you need to put them in the product initially. If you have absolutely nothing to tell about the unusualness of your proposal, go back to the product creation stage and make changes to it. Produce the ideas the consumer wants.

So, for example, during the period of "nuclear mysticism" Salvador Dali reflected in his paintings the mood that soared in the society that survived the Second World War and the nuclear explosions in Hiroshima and Nagasaki. The works created in this period (for example, "Dematerialization under the Nose of Nero", "Atomic Leda") are among the most famous masterpieces of the master.

2. Effective storytelling

Brand history and brand stories always add personal flavor to a product, inspire trust and engage in communication.

Salvador Dali also often resorted to storytelling. The personality of the eccentric artist has always been associated with extraordinary stories and deeds and has been shrouded in mystery. What is at least the story about the mustache, which has become Dali's calling card. As a child, he looked at portraits of the Catalan politician Josep Margarita and the famous artist Diego Velazquez hanging at home. And he dreamed of becoming as energetic, intelligent and talented as these men - and growing the same mustache. In adulthood, the genius began to comb his mustache up, and they became an integral part of his image. The master himself said: "While everyone is looking at my mustache, I, hiding behind them, do my job."

Build a story around your personal brand. Create a unique look that will distinguish you and your product from others and generate interest. The stories behind a brand always generate emotional support.

Often, storytelling is associated only with legends and myths, although there are many real interesting events in life. It's fascinating to tell about them - already storytelling.

3. Expertise

Many brands are actively working to demonstrate their competence in a particular issue. Expertise helps not only to sell, but also to increase brand awareness and loyalty level, and also gives an opportunity detach from competitors.

Regarding Dali, one can recall a vivid example - participation in an international exhibition of surrealist artists in Paris in the winter of 1938. It was organized by the French writer André Breton, leader and theorist of the Surrealists, and the poet Paul Éluard. Salvador Dali spokeBehind The Scenes of the Legendary International Surrealist Exhibition as an expert consultant. The project has attracted many visitors who want to join the work of the surrealists. On the opening night, more than 3,000 people wanted to see the exhibit to prevent a crush, even police intervention was required.

Learn from Salvador Dali, who has also lectured at the Old Dovecote Theater in Paris and at the New Burlington Gallery in London: participate in events as a participant or speaker. You can also work on getting published in reputable profile media. The main thing is to talk about current trends, develop your own style and focus on personal example and successful experience.

4. Successful collaborations

In the modern world, full of information and identical competing products, the so-called banner blindness is increasingly observed - the conscious or unconscious ignorance of advertising. Manufacturers need to resort to new formats, and collaboration between brands - one of such successful marketing moves that allows you to increase your audience at the expense of other customers companies.

Salvador Dali's style is recognizable all over the world and is unique, but nevertheless the surrealist was open to cooperation with brands both from the field of art and from other industries. For example, the artist developedSalvador Dali's Chupa Chups logo logo for Chupa-Chups, featured in a commercial for French chocolate Lanvin, createdDalí and Schiaparelli Invented the Art ‑ Fashion Collaboration — A New Exhibit Celebrates Their Shocking Works a collection of clothes with Parisian designer Elsa Schiaparelli and also hostedHalsman Archive - Dali participation in filming with the outstanding photographer Philippe Halsman.

It is worth noting that in the modern world, cooperation with micro-influencers works well, in which consumers show more and more confidence. Non-obvious collaborations of brands from different niches also help to attract the public's attention.

5. Developed personal brand

When promoting personal brand the owner of the company, top-manager, employee or external ambassador is engaged, he also promotes the company itself or its product.

A personal brand is always unique, but requires a high degree of self-involvement in the process. Salvador Dali was known as an extravagant man who turned his life into continuous surrealism and began to promote not individual paintings, but himself.

It was not for nothing that in 1934 the artist cut off ties with the surrealists and declared: "Surrealism is me."

Provocative speeches, scandalous acts, secrets and conjectures have become part of a well-built marketing strategy. All the artist's outrageous antics contributed to the fact that his name was always heard. For example, Salvador Dali came up with an outfitAphrodisiac Dinner Jacket (Veston Aphrodisiaque)known as the Aphrodisiac Dinner Jacket. He hung 83 glasses of mint liqueur and dead flies on the tuxedo, and instead of the shirt front he attached a bra. This extravagant image has itself become an object of art.

Of course, it is not necessary to bet on shocking. The main thing is that your personal brand is recognizable among the audience, associated with your product and causes the necessary reaction. Your own merits will be transferred to the perception of the product and will add confidence to customers in its high quality.

Perhaps one day you may even be able to sell hair from your mustache for $ 10,000, as Salvador Dali did. True, the artist deceived Yoko Ono, who wanted to make a purchase, replacingSalvador Dali sold blade of grass to Yoko Ono for $ 10,000 a hair of a blade of grass. This is probably not worth doing. :)