The da Vinci Brand
The ‘Salvator Mundi’ (savior of the world) allegedly painted by Leonardo da Vinci and formerly owned by three English kings sold at Christie’s for more than four hundred million dollars. This sale is a powerful tribute not only to art but also to the 600-year-old da Vinci brand.
Wikipedia highlights the brands’ beginnings: “Many historians and scholars regard Leonardo as the prime exemplar of the “Universal Genius” or “Renaissance Man”, an individual of “unquenchable curiosity” and “feverishly inventive imagination”, one of the most diversely talented individuals ever to have lived.”
Today the da Vinci name sells everything: Office products, surgical systems, software, gourmet syrups, nursery furniture and books- The da Vinci Code. Slap on the da Vinci name and suddenly products have class, brilliant thinking and impeccable design. You also get a free non-stop commercial. Thousands gawk at the Mona Lisa daily cementing the da Vinci brand in their minds.
So let’s get back to the painting. Christie’s isn’t even guaranteeing that Leonardo painted it. Experts claim Leonardo may have worked on it a bit and his work, over centuries, has been destroyed by clumsy restoration. No matter. The buyer bought a brand and this brand keeps growing and where it’s going to stop no one knows.
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the damien harvey group