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Jopling has built a brand name for himself and White Cube through the success of the brand names he represents. If branding minimizes collectors insecurity, then Jopling is triply reinforced through the brands of his artists, his gallery, and himself. However, one should remain wary of such pervasive branding, which often replaces aesthetic judgment. As pointed out in the Mona Lisa Curse, the art market has "transformed “transformed the museum into a commercial model." ” Is the same thing happening to avant-garde galleries?
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