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6th November 2013 Sara Lock

Resources by Howard Raynor

Moving on from branding

The future doesn’t look bright for brands. This seminar paper blows a number of myths out of the water to persuade us that branding is not enough any more to attract and retain customers. The arts needs to be less ‘corporate’ and instead rethink how they want to deliver highly attractive products (beautiful spaces, fantastic talent, emotional experiences), which compare well to a lifeless product like a tin of beans.

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Brands for arts and cultural organisations – a different approach

Audiences and visitors want organisations that live up to their hype. The consequence, believes Howard Raynor, is to be impeccable with your words and rigorous with your actions.

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