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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: article

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

Hello logo

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.


Published: 2013 | Resource type: Guide/tools

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 ... Read more


Published: 2013 | Resource type: Case studies

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: 2008 | Resource type: Case studies

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: 2008 | Resource type: Case studies

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: 2008 | Resource type: Case studies

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: 2008 | Resource type: Research

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: 2008 | Resource type: article

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: 2008 | Resource type: article