Image is very plastic in the sense that it's both synthetic and constructed. As brand name it can be considered an extension of the work of art, just as Mustang is to Ford. In the body informatique, product equals image plus artifact. Marketing is no longer separable from art, but a continuation and denouement. Together they comprise the Work, implying work also as a verb.
Art is a process that at certain phases includes the information context around it.
It doesn't stop until its career in the market stops which if you're lucky is never. The Work continues. It can be hard work and dirty work. Sometimes it can be fun. But I don't see how you can avoid it any more as a legitimate part of the job.