The task was to analyse the Tate brand in my own terms. The terms I have chosen are Authenticity and Cultural Capital: I chose these because the Tate is an art gallery, which needs to have some significance and has standards to be held to. For example you wouldn’t expect an art gallery to hold any random artist’s work, they would chose popular artist’s work or selected pieces with significance. A gallery is a showcase and therefore needs to show the best and most influential, or the most underrated, a gallery that does this well will attract more viewers and patrons, can make more money to support the arts, hold events and inspire people to embrace or get involved with art.
Authenticity first. Does the Tate need to be authentic? I think somewhat, but it depends in what sense. In terms of commercialism it could be a good or a bad thing for the Tate, some artists may not want to show their work in such a popular gallery which is sponsored by the UK government and commercial as there are many shops around the building. It is the Tate Modern meaning it shows work from current artists some of which may rebel against the government/ideologies/commercialism etc.
Some may see the commercialisation of the Tate as a good thing because of a few reasons: The artists will make more money through exposure from such a large gallery, they may also make money if their work is in any of the gift shops or sold through the Tate. The commercialism will also make the art much more accessible to the masses, people are more likely to go to the Tate modern than the David Zwirner gallery for example, and people can take home a piece of the art through the store. The message or talent of the artist does not need to be watered down just because the gallery is popular public institution.
As for everything else in authenticity, I think the Tate is a very authentic brand: They are true to their audience and do not false advertise. They provide a service fit for their audience, which is to provide interesting, educational and thought provoking exhibitions and events for their members and to the public. They are really for the people as a lot of their displays are free and only encourage a donation. They also showcase a wide variety of work from not only British artists (supporting local art) but also showcasing art from all over the world from many different cultures. Not only does the brand have a lot of history as they have been doing this since the late 1800s but they seem like a very authentic and human brand which even shows through their displays in which they try their best to explain the work on the walls to people which would normally not understand contemporary art.
Charlie Mead GMD 