Brands for arts and cultural organisations – a different approach
Brands for arts and cultural organisations – a different approach
By
Howard Raynor
SUMMARY
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.
Long ago when computers still ran Windows 95, ordinary office folk would tend their own desk to the quiet thrum of a dial-up modem, it was a more peaceful time, and folk had more time to consider their purchasing. Brands meant a little something extra and people appreciated that. Marketers had a feeling they called customer loyalty and they liked it.
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