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5th April 2013 Sara Lock

Resources by Chris Denton

Brand values at the Barbican

Underpinning everything at the Barbican is the clarity of what they want their brand to stand for, the recognition that everyone has a role to play in delivering a good brand experience and the collective willingness to make a positive difference. But it wasn't always that way as Chris Denton explains.

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Building a value framework to assess the success of cultural projects

Learn how the Barbican's marketing director, working together with the artistic director and financial director, created a Value Framework model for the venue. Designed to assess artistic projects across a variety of measures, some financial, some relating to audience development, some relating to environmental issues, this model enabled the Barbican to attach a real value to artistic projects over and above a simple per-seat subsidy model. The document considers how we can strategically measure the value of an arts project, and reviews how successful the Barbican's model has been.

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Barbican CRM strategy

The Barbican Centre enters its 25th anniversary year with some encouraging news about the loyalty of its audiences and results to its marketing and CRM (customer relationship management) strategy.

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