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Boy with eyes tightly closed and mouth wide open shouting into microphone

Putting your brand voice into action

Putting your brand voice into action isn’t straightforward. Zosia Poulter, Content Strategist at Substrakt helps us dodge the challenges and maximise the benefits of understanding ‘Tone of Voice’ (TOV).


Published: 2023 | Resource type: Guide/tools

A sign on glass_ Print Matters!

Print is dead? Long live print!

Emma Clements from London + Culture Calling explains why print is one of the most important tools in the box to trigger an emotional response and to make sure that your message stands out from the crowd.


Published: 2023 | Resource type: Article

The outline of a face with the symbols for male and female intertwines.

Inclusivity: How to make your brand inclusive of trans and non-binary folks

Ell Powell, Senior Content Writer at the digital agency Splitpixel outlines a wealth of practical ideas to promote gender diversity and help make your brand more inclusive of transgender, non-binary, and gender non-conforming people.


Published: 2023 | Resource type: Article

National Theatre Wales logo

Theatre powers connection: a new brand and website for National Theatre Wales

Tabitha Milne and Rhian Hughes share the development of new brand positioning and website for National Theatre Wales (NTW). They open up the process of change as NTW re-examined its vision, values and direction under the artistic leadership of Lorne Campbell.


Published: 2023 | Resource type: Case studies

A young, black child wearing an astronaut suit

Co-production: The future of authentic marketing

Eloïse Malone and Rich Halliday from Effervescent discuss how co-production can be used to communicate more effectively with your audiences and to have a positive impact on society.


Published: 2022 | Resource type: Article

Cover of Branded Documentary Toolkit

Branded documentary toolkit

This toolkit has been designed to give an introduction to those who are unfamiliar with branded documentary, offering a variety of examples chosen from multiple industries and platforms. Developed by Happenstance Films to support their sponsored session at AMA’s Change For Good Conference 2021.


Published: 2021 | Resource type: Guide/tools

A white empty square picture frame covered with flowers

Personality, purpose and heart: how your website can better reflect your brand. Part 1.

In this 2-parter, James Coleman from digital agency and arts sector specialists, Supercool, shares quick-wins, practical tips, and shining examples of organisations brilliantly adding personality, purpose and heart to their websites — without the need for a redesign.


Published: 2021 | Resource type: Guide/tools

A heart shaped mug of hot chocolate nestling on a blanketof snow

Personality, purpose and heart: how your website can better reflect your brand. Part 2.

In this 2-parter, James Coleman from digital agency and arts sector specialists, Supercool, shares quick-wins, practical tips, and shining examples of organisations brilliantly adding personality, purpose and heart to their websites — without the need for a redesign.


Published: 2021 | Resource type: Guide/tools

Podcast: Professor Jonathan Wilson – brand, Black Lives Matter, cancel culture and future trends

Hannah Mason, Head of  Social Entrepreneur Support, Creative United talks to Professor of Brand Strategy and Culture, Jonathan Wilson about brand, Black Lives Matter, cancel culture and predictions for the future. One of a series of AMAculturehive podcasts commissioned for The Learning Lounge, AMA Arts Marketing Festival 2020.


Published: 2020 | Resource type: Podcasts

Digital Lab. We The Curious. Blog 1. Skills, Schooling and Social Media.

The first blog by Ginny Russell, Digital Communications Producer and Coordinator at We The Curious as part of her Fellowship at AMA Digital Lab.


Published: 2020 | Resource type: Article

The DNA of Brand – Shakespeare’s Globe

Successful brands articulate a clear promise and deliver on that promise through every gesture, each and every time someone comes into contact. A successful brand can never be ‘landed’ from above. Organisation-wide consultation and creative discussion is essential. Morris Hargreaves McIntyre take us through their work on the re-brand of Shakespeare’s Globe.


Published: 2019 | Resource type: Research

Using segmentation tools to inform strategy

Pru Shackley, Marketing and Audience Development Manager at The Lightbox Gallery and Museum, Woking describes how Culture Segments TagTool insights are being used to fuel strategy across her organisation.


Published: 2019 | Resource type: article

Image of Museum of Modern Art and Uniqlo

The Ultimate Guide to Partnerships between Museums and Brands

Cuseum take a comprehensive look back at the unique and creative partnerships that museums and brands have forged over the years.


Published: 2018 | Resource type: Guide/tools

The rebrand

In their second Prosper vlog, Amar Patel and Daniel Oduntan from  Soul Labels talk about how they developed the Soul Labels brand, and how they might evolve it with the help of Rob Key from Studio Change.


Published: 2018 | Resource type: article

Performer and audience member dance at LAAF Family Day

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.


Published: 2017 | Resource type: Case studies

AMA Conference 2013 Game Change Logo

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.


Published: 2013 | Resource type: article

Turn branding oops into whoop whoops cover

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.


Published: 2013 | Resource type: Guide/tools

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: 2013 | Resource type: article

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 ... Read more


Published: 2013 | Resource type: article

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 ... Read more


Published: 2007 | Resource type: Guide/tools