Branding by the Numbers

I find great inspiration in the work of two artists, Komar and Melamid.  They have much to teach us in the branding world, about the ways we can use market research to better understand what consumers want and how to transform that into compelling brands.

Komar and Melamid led the way in the art world.

In the mid-1990s they conducted cutting edge quantitative market research to understand what Americans consider the ideal painting.  A quantitative study of 1001 Americans was fielded by Martilla and Kiley.  It was funded by The Nation magazine’s Institute.

Their market research, including qualitative research, along with the resulting artwork were printed by Farrar Straus & Giroux at “Painting By Numbers” in 1997.  You can also visit the images of The People’s Choice here.

Guided by the research results, Komar and Melamid created the ideal painting for Americans.  For instance, 44% of respondents said that blue is their favorite color.  Therefore 44% of the canvas is blue.  And no great American painting is complete without George Washington, trees, and some deer.

They titled it, “America’s Most Wanted Painting”

America's Most Wanted Painting by Komar and Melamid

It seems to me that we should be developing a proposal for Komar and Melamid  to create America’s Most Desired Brand, as well as The World’s Most Desired Brand.   Stay tuned!

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