Art students wanting to find their “thing” or artists who instinctively “brand” themselves, reveal the function of art that is overlooked – that art, like advertising, is attention-seeking. Artists, like brands, are (and have always been), in competition with each other. The role of the artists is one who seeks to “raise the benefit of his/her compositional effort through recombining existing solutions in new ways.”7 In other words, artists, have the same evolutionary drives as branding, that is, to navigate social, political, economic, semiotic as well as material environments, and in order to present the most successful coding that will evoke the highest attention, and thus, guarantee its endurance over time.
