The First Brand: Medici Patronage and Global Branding

Abstract

The application of current marketing communication theory to the interpretation of art work produced during the Renaissance reveals that commissioned representation construct and communicate patron brand identity to a selected audience with the objective to build relationships and increase market share. Fifteenth-century patronage and twentieth-century branding are social and political capitalist communication systems created and used by the powerful ruling élite in a competitive consumer-focused society and market place. Both systems are characterised by the appropriation of cultural signs denoting status, divorced from their original meaning and juxtaposed against patron brand symbols. Patronage is a mechanism of modernity used by the new powerful merchant class to construct and communicate power and brand identity. The fifteenth-century world view is reflected in style of representation, such as Albertian perspective, which visually illustrates the concepts of western capitalism. Perspective commodified signs and concepts, constructing an identity, for consumption. In a capitalist consumer culture, signs are valued as assets and brands are valued as property. The structure of patronage was key in affecting and reinforcing consumer behaviour within a community and by extension reflected early capitalist ideology. The fifteenth-century Medici Bank was one of the western world's first banks and biggest of its time. It was instrumental in founding the banking industry as we know it today. The Medici brand was built strategically through political and arts patronage. Its structures and objectives are very similar and often superior to present day corporate brand-building employed by global brands such as Coca Cola, Microsoft, American Express and Benetton. In chapters 1 and 2 the historical framework for the thesis will be covered by exploring the history of capitalism establishing its beginnings in the Renaissance. Chapter 3 explains how branding works by using visual and cognitive theory to explore the link between the west and modernity. Chapter 4 sets out the methodology of branding and its application within consumer culture. Chapters 5 and 6 compare the Medici Bank, as a brand, to present day corporate global brands Coca Cola, Microsoft, American Express and Benetton in terms of its structure and strategic visual executions. Four Medici commissioned artworks are compared and contrasted to four advertisements produced by the four contemporary brands mentioned above. The Medici brand was a carefully managed successful brand, primarily built through visual representation. Present day corporate brands can learn a lot from its vision, structured identity, management and consistent execution.