Issue 62 / Spring 2016
A refreshing change
To celebrate the AMA’s recent brand refresh and the launch of our new website, this first full-colour issue of JAM looks at branding and the impact brand can have on loyalty, income and fundraising.
Robert Jones from creative consultancy Wolff Olins considers the challenges of brand loyalty and reflects on how arts organisations can approach brand-building.
Challenging brand loyalty by going off-brand can be risky. The AMA’s
Head of Programme, Cath Hume, looks at the response to the House
of Fraser’s recent #Emojinal Twitter campaign.
Guy Turton from Morris Hargreaves McIntyre explains what brand equity is and how the income of arts, cultural and heritage organisations can benefit hugely from even the smallest increase in brand equity.
Merging four organisations and creating a new brand is a complex challenge. Erin Brown-John describes how this challenge was overcome during the process of creating the new One Dance UK brand.
Adam Gallacher from Cardboard Citizens shares his understanding of brand loyalty and the integral relationship between brand and fundraising.
We get first impressions of the AMA from new members Phillippa Slinger and Lauren Doughton and we Snapchat with Anna-Maria Frastali from The Place in Connect Discover Inspire.
We welcome PatronBase as JAM’s new sponsor and spotlight on Phoebe Johnston, the AMA’s new Finance and Administration Coordinator.
We hope you like the changes we’ve made to JAM — we plan to introduce new elements over the coming issues and build on the changes that we’ve already made. Get in touch if you have a case study for Connect Discover Inspire; top tips you’d like to share; or a feature you’ve been thinking about.
Any thoughts, comments or suggestions for JAM? Please email the Editor, Jacqueline Haxton at firstname.lastname@example.org.
JAM cover image courtesy of One Dance UK © ASH Photography. Trailblazer Mbulelo Ndabeni performing at One Dance UK Tea Dance fundraiser.