I wrote this post along with "Advertorial Museum" more than a year ago at AAM 2015 in Atlanta. I left both articles as password protected, sharing them only with a select few people. I do not believe that I am helping our clients make the world better by choosing not to raise difficult issues so I have made the posts public.
What is the difference between a visual brand and a true 360 brand? How do you get your organization to think beyond just the visual brand?
If we think that advertorial in a museum is not a good thing, should we seek to defend a museum's content from undue influence by private or corporate funders? If so, how?
Hiring a big and flashy agency may seem "safe." But think about what they stand to gain by working with an organization of your size and budget. You may find that you're actually sacrificing the responsiveness, energy and focus on quality of smaller firms for the false sense of security that comes from going big.
If you are like most institutions the pressure to capitulate to the requests of powerful factions within your organization is likely very real.
Return on investment in a brand initiative is very important. Measuring the results of any initiative and doing proper goal-setting for a project is an essential part of good governance, of good strategic behavior. But how do you measure the return when you are not really selling widgets?
The National Museum of Women in the Arts put street-level exhibition advertising signage on the building for the first time.
I asked my 11-year-old son if he thought zoos were good or bad. His answer was immediate and unequivocal: "Bad," he said, "I don't like the idea of animals being held in cages." If there is another side to this story, and there is, zoos need to get busy telling it.