An exploration of agile branding in the art industry during times of crisis and its influence on consumer behaviour

Abstract

The art industry relies heavily on the physical co-presence and interaction with artworks in order for them to be appreciated and traded. The Covid-19 pandemic severely interrupted established business routines, requiring agile solutions that could be immediately implemented. This qualitative research study investigates the agile branding strategies and business processes adopted by Strauss & Co, a key stakeholder in the South African art auction industry, during the Covid-19 pandemic. This study follows an interpretivist paradigm, a research technique that values the interpretation and understanding of human behaviour. The data collection method for this study was in-depth interviews, as the researcher needed qualitative insights from industry figures to formulate a holistic view. Drawing on the insights of five strategically placed individuals, this study considers how Strauss & Co’s business processes and branding strategies influenced consumer behaviour and buying patterns, in effect ensuring continuity in the company’s core business operations during a tumultuous time. This study details how innovative and agile business strategies, when firmly implemented, can lead to positive behavioural changes in consumers, as well as produce unexpected favourable consequences.