CultureHive > Tags > brand
19th July 2013 Sara Lock

Resources tagged with "brand"

Repositioning Liverpool Arab Arts Festival results in audience growth

Rachael Biggs from Nonconform describes how they repositioned the UK's longest running and biggest annual celebration of Arab arts and culture.

By Rachael Biggs, NonconformPublished:2017 Type: case-study


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Brands that connect, inspire action and change behaviour

In this report from AMA conference 2013, Owen Hughes from Wolff Olins outlines why Wolff Olins believe that action will become as powerful as currency in the new economic landscape.

By Owen HughesPublished:2014 Type: article


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Turn branding failures into successes

From logo redesigns to product extension, this e-book explores six brands that have made a major OOPS, six other brands that get a ‘WHOOP WHOOP’ for their work well done, and how all of this can be applied to the arts.

By National Arts Marketing Project (NAMP), Americans for the ArtsPublished:2014 Type: guide-toolkit


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Distinguishing between brands and brand management tools

US marketing consultant, Trevor O'Donnell, argues that too often in the arts we fail to distinguish between 'brands' and 'brand management tools'.  Trevor is a straight talking marketing consultant who has developed marketing/sales strategies for many arts organisations including Disney, Disney Theatrical Productions, Cameron Mackintosh, Cirque du Soleil and the Music Center of Los Angeles.

Published:2014 Type: article


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Ground-breaking brands

At Wolff Olins they ‘do brand’ and in a nutshell they believe that brand is not the organisation's name, logo, slogan, advertising campaign or marketing activities. At its simplest they believe that brand is: 1. Your purpose – why you exist in the world 2. The way that all your different stakeholders experience that Owen Hughes shared with AMA conference 2013 delegates how they work with a wide range of clients with the aim to work with them to reinvent and transform what they do and redefine the markets that they operate in – really to ‘change the game’.

Published:2014 Type: article


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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.

Published:2014 Type: guide-toolkit


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A guide to creating great brands from the inside out

This guide explores how an organisation can translate their brand into employee behaviour. It answers two key questions: how does an organisation keep their brand promise and how can it develop an employer brand.

By HomePublished:2013 Type: guide-toolkit


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Brand focused advertising campaign

This case study outlines the latest advertising campaign for the Sage Gateshead which focuses on brand.  It was developed by the communications team at Sage Gateshead together with brand consultancy Violet Bick and onebestway and is proving a success as ticket sales have been up in 2013.  Mike Owen, Managing Director at Violet Bick and onebestway discusses the thinking behind the campaign.

Published:2013 Type: case-study


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Lovemarks – the future beyond brands

Brands have run out of juice. People have grown to expect great performance from products, services and experiences. And most often, we get it. A few years ago, Saatchi & Saatchi looked closely at the question: what makes some brands inspirational, while others struggle? And they came up with the answer; Lovemarks: the future beyond brands.

Published:2013 Type: article


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Making your brand essential rather than desirable

For an arts brand to survive in this climate, it needs to become essential rather than desirable, and, as Lisa Baxter discovers, the key to differentiating between the two is resonance.

Published:2013 Type: article


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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.

Published:2013 Type: article


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Case-study based brand research

Heather Maitland discovers that much research into brands is case-study based and in this article she explains why.

Published:2013 Type: research


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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.

Published:2013 Type: case-study


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A clear and compelling brand for National Museums Scotland

What are museums for? When National Museums Scotland decided to review their brand, they put the logo to one side, and started with the big questions; who are we, who are our competitors, what makes us different, who do we want to engage, and what do we want them to do and know?

Published:2013 Type: case-study


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A strong professional image and brand for Laban dance company

In an environment where arts and cultural organisations are competing with factors including developing new audiences and gaining funding, it is increasingly important that we create, present and manage a strong and professional image equal to those in the corporate sector. Alex Beech looks at the process of creating, managing and presenting a strong professional image for Laban.

Published:2013 Type: case-study


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Branding art museums – two case studies

Two concise case studies on rebranding art museums in the US by international brand consultancy Wolff Olins. Find out how the identities of the Asian Art Museum in San Fransisco and the New Museum of Contemporary Art in New York were transformed, leading to invigorating staff and board members, and attracting a surge of new visitors and members.

Published:2013 Type: case-study


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Branding for museums

To communicate with the world, an arts organisation needs first of all to be clear what it stands for. It needs, in other words, a clear brand. That clear brand, or idea, should help guide all the things the organisation does.

Published:2013 Type: article


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Creating a clear and compelling brand at Manchester Art Gallery

In 2002, Manchester Art Gallery re-opened following a £35 million expansion and refurbishment project. Before the closure they had carried out extensive research and learned that there were issues with the gallery’s brand: a perception that Manchester Art Gallery was unfriendly and unwelcoming, and also lacking in prestige. These were issues they aimed to address both by the transformation of the gallery, but also with a wide-ranging communication strategy, including a new brand identity.

Published:2013 Type: case-study


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Launching a new brand and digital strategy for the Unseen photography fair

In 2012 Vandejong, a creative agency based in Amsterdam, created the branding strategy and campaign for the first  'Unseen' international photography fair, which took place at the Culture Park Westergasfabriek in Amsterdam. This case study outlines how Vandejong positioned Unseen - the first fair of its kind in the Netherlands - as a new cultural brand: a ‘photo fair with a festival flair’. To reach out to an international audience, Vandejong developed a multi-channel communications strategy, with a strong focus on content marketing and online campaigning.

Published:2013 Type: case-study


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How to manage your brand

It is often challenging to internally manage your organisation's brand. In this article the author outlines ways you can encourage your staff to become brand ambassadors, by letting them 'create, be and live'. There's a definition of mission, vision and values along with examples of both value-driven and purpose-driven brands such as Walmart, Walt Disney and BT.

Published:2013 Type: article


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Branding within the arts market

How we communicate our brand to audiences is crucial. In this article the author takes a look at the issues we need to consider more generally when approaching branding within the arts market. You'll find an outline of the benefits of branding for visitors and donors, examples of co-branding and re-branding, drivers of customer equity and how to build it, and the future of branding relationships.

Published:2013 Type: article


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Branding: a working guide

According to a paper called The New Rules of Branding, Building Stronger Brands Faster, the average retail lifecycle of a brand fell from twelve years in the 1970s to five years in the 1990s. In this article you'll find two case studies from Laban which outline how and why they had to review their existing brand - firstly due to a location move which signalled a big shift for the organisation, and secondly due to a merger with Trinity College of Music. The author describes how he had to establish a new brand which would both complement Laban’s existing identity as well as develop an umbrella …

Published:2013 Type: case-study


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Brand marketing and your internal audience

We often talk about external audience development but what about internal audience development? This article addresses an area which it claims is not thought about very often and is the most critical part of the customer journey and brand experience - the people who deliver it. The author argues that the job of the marketer is to translate what is being communicated externally, to those who have to deliver internally - therefore ensuring the brand promise is translated into a favourable brand experience.

Published:2013 Type: guide-toolkit


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How to maximise the impact of your brand and design

This practical case study presents Manchester Art Gallery's approach to branding research and implementation. It shows how organisations can adapt different design communications to ensure they appeal to various audience groups - without diluting the brand or confusing the message. With audience research at the heart, this case study demonstrates how organisations can effectively and successfully maximise their brand and design investment across different media and campaigns.

Published:2013 Type: case-study


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How to understand branding and the value of being brand-led as an arts organisation

The Head of Thinking at Wolff Olins presents his experience of how a strong brand that faithfully reflects the organisation's values and possibilities can make a big difference to its success. This is a transcript from Robert Jones' presentation at Museums and Galleries Marketing Day 2009.

Published:2013 Type: case-study


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Branding the People’s History Museum to reposition it for the future

Case study about the capital project and rebrand to take the People’s History Museum into the future.  Read about how the People's History Museum in Manchester researched, rebranded and made marketing changes on the back of a large capital project that took place in 2010. The museum developed a radical new proposition to force a step change in external opinion. They created a positioning for the museum that focuses not on the objects, collections and archives but on the ideas that the museum espouses such as liberty, democracy, fairness, protest, equality and reform. These are ideas that historically individuals and groups have …

Published:2013 Type: case-study


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Managing corporate reputation in the cultural sector

In a connected world, managing your corporate reputation and brand has become more complex. Several short case studies are used to illustrate approaches some organisations are taking - in particular how reputation impacts on our approaches to development and corporate sponsorship.

Published:2013 Type: case-study


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Why a picture is worth a thousand words

This resource focuses on photography.  Good images for attracting all-important attention require thought, creativity and a keen eye

Published:2013 Type: case-study


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Brand of Gold

A guide to branding and increasing the value of your brand.

Published:2012 Type: guide-toolkit


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