Peter Lik

Started 3 months ago | Discussions thread
Bill Ferris
Bill Ferris Veteran Member • Posts: 4,320
What Most Folks Miss...

In the armchair analysis of Peter Lik's success, most folks miss two important points. One, is that Lik has been a trend setter in photography. Whether we're talking about his photos of Horseshoe Bend, Antelope Canyon, various night skyscape compositions or other of his photos, Lik has lead the public infatuation with a variety of locations and subjects. Most anybody who's visited and photographed these places in the last decade, whether they know it or not, have been influenced in those decisions by Mr. Lik.

A second point most comments have missed is Mr. Lik's skill at building and maintaining his personal brand. Lik understands better than most that the reason a person will pay 10s of millions of dollars for a Picasso is, it's a Picasso. Lady Gaga understands the value of personal brand. Andy Warhol was the master of personal brand and that was generations before a phrase had been coined to identify that concept. Peter Lik understands and masters personal brand, as well.

He's built an image as an adventurer/photographer and social media star. His name is identified as synonymous with quality and every aspect of his business model reflects this. The location of his galleries, the manner in which his prints are created, displayed and presented to the public...his customers all are consistent with and supportive of that brand.

This isn't some guy "appealing to the masses and making a few bucks." His photography has established trends the public and other photographers embrace. He's also built a personal image and brand thay support an elite pricing structure for his product: himself.

People pays tens of thousands for his prints, not because the photos are demonstrably better than all others - though his customers undoubtedly hold them in high regard, it's because the prints are Peter Liks.

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Bill Ferris Photography
Flagstaff, AZ

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