Episode 383: BONUS EPISODE: Art as a Strategic Imperative - Vadim Grigoryan of Art Thinking

Vadim Grigoryan describes himself as a craft marketer that has grown from a rocket scientist. He focuses on growing brands as “cultural agents” and in building meaning through art, culture and tech in an entertaining way. He focuses in marketing on High Quality, High Aesthetics and High Status. We were both at INSEAD together, and we recently reconnected when he invited me to a book launch for his book, Art Thinking. In the book stresses the value of non-aesthetic inspiration from artists like Marcel Duchamp and the necessity of friction and discomfort for innovation. Gregorian believes that cultural capital is a faster social elevator than financial capital. Our conversation starts with Vadim's move into marketing and the kind of brand building that has become popular among luxury brands. He describes his awakening in the art world and how he started to integrate this passion into his marketing portfolio. We learn about the importance of "experience" and creating aspirational brands, and discuss how the cultural uplift through integrating art in branding can be long-lasting and profound. This discussion of the role of art and culture in social-mobility is a novel one, as is our focus on friction and discomfort, and its importance.  A special thank you to our sponsors at Baillie Gifford and GCM Grosvenor.   Baillie Gifford is a long-term investment manager, dedicated to discovering the innovations and changemakers that deliver exceptional growth opportunities for you. GCM Grosvenor is a global alternative asset management solutions provider, with more than $90 billion in assets under management across private equity, infrastructure, real estate, credit, and absolute return strategies. For over 50 years, the firm has helped investors navigate the complexities of alternative investing through a flexible, open-architecture platform.   GCM Grosvenor is also focused on what’s next. Through its Elevate strategy, the firm supports the next generation of private equity leaders, making seed investments in emerging managers and providing the resources, network, and strategic guidance needed to help them grow.   With nearly $800 million raised for its inaugural Elevate Fund, GCM Grosvenor is helping drive innovation and expand access across private markets.   Learn more at gcmgrosvenor.com (http://gcmgrosvenor.com/) .