Interrogations by the Graffiti community
Graffiti is a subgenre of Hip-hop, and wherever you find Hip Hop you will find graffiti. Graffiti artists do not agree on whether graffiti artists should participate in advertising campaigns… The conflict of interest here makes for fascinating research to investigate what happens when something subversive and anti-mainstream gets co-opted for commercial purposes. Converse presented street art as graffiti in style and motivation however the artists used were being commissioned. “Street cred is a convincing command or display of the style, fashions, knowledge etc associated with urban counterculture “ Collins Dictionary, 2014.
This union has lead to the commercialization of street credibility. …show more content…
A brand becoming involved with graffiti culture has the potential to damage the perception of the brand to a wide margin of people that have been previously side-lined; these are the people that are within Hip Hop culture but also fall within their outlined target market. Mentioned in the Graffiti By-Laws, different forms of graffiti have been developed as codes of communication by many marginal groups throughout history (City of Cape Town: Graffiti By-Law, 2010). Furthermore the use of this art with brands can be seen as a commercialization of their subversive craft and culture; which may prove to be …show more content…
The brand essence is a single thought that captures the soul of the brand (Aaker. D, 2000). The essence plays a role in having a longer lasting effect on the target audience as it carries the soul of the brand. The brand essence must resonate with the customers in order to drive the value proposition of any brand. The essence of Converse can be identified as a brand that prides itself in unleashing the creative spirit that emancipates each individual that comes into contact with the brand (Irving. I, 2015). The essence of this brand is well carried out across all its markets and products, such as their ballsy marketing campaigns and associates, which gives Converse a timeless
Graffiti is a subgenre of Hip-hop, and wherever you find Hip Hop you will find graffiti. Graffiti artists do not agree on whether graffiti artists should participate in advertising campaigns… The conflict of interest here makes for fascinating research to investigate what happens when something subversive and anti-mainstream gets co-opted for commercial purposes. Converse presented street art as graffiti in style and motivation however the artists used were being commissioned. “Street cred is a convincing command or display of the style, fashions, knowledge etc associated with urban counterculture “ Collins Dictionary, 2014.
This union has lead to the commercialization of street credibility. …show more content…
A brand becoming involved with graffiti culture has the potential to damage the perception of the brand to a wide margin of people that have been previously side-lined; these are the people that are within Hip Hop culture but also fall within their outlined target market. Mentioned in the Graffiti By-Laws, different forms of graffiti have been developed as codes of communication by many marginal groups throughout history (City of Cape Town: Graffiti By-Law, 2010). Furthermore the use of this art with brands can be seen as a commercialization of their subversive craft and culture; which may prove to be …show more content…
The brand essence is a single thought that captures the soul of the brand (Aaker. D, 2000). The essence plays a role in having a longer lasting effect on the target audience as it carries the soul of the brand. The brand essence must resonate with the customers in order to drive the value proposition of any brand. The essence of Converse can be identified as a brand that prides itself in unleashing the creative spirit that emancipates each individual that comes into contact with the brand (Irving. I, 2015). The essence of this brand is well carried out across all its markets and products, such as their ballsy marketing campaigns and associates, which gives Converse a timeless