to become a great artist, you must create a category

Branding in art follows the same principles as branding in marketing. You become a famous artist (or a famous product) by being first in a new category. Over time art critics give the new category a name and associate it with the painter who pioneered the category. Sensationalism and Damien Hurst, for example. Some additional examples:

• Impressionism—Claude Monet

• Pointillism—Georges Seurat

• Expressionism—Vincent van Gogh

• Cloisonnism—Paul Gauguin

• Naive Painting—Henri Rousseau

• Fauvism—Henri Matisse

• Cubism—Pablo Picasso

• De Stijl or Neoplasticism—Piet Mondrian

• Action Painting—Jackson Pollock

• Kinetic Art—Alexander Calder

An artist can't get famous by painting in the style of Picasso. And an automobile can't get famous by being designed in the style of a Porsche. Each is an original. Each is creative in the usual definition of the word.