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?
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.
It was only after I got home that I looked at the back label again and noticed three words that I had missed on the lower left hand corner. If you are familiar with the Face Screaming in Fear emoji, you may get a sense of how I felt when I read ”Product of China” under the bar code.
Empathy in advertising is essential but its expression should not be reduced to a formula. Think of it as a baseline requirement, but differentiation is even more important.
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?
As the museum world undergoes its digital transformation, it might look to the music world, a field in a relatively advanced stage of digitization, for applicable lessons.
What are museums for? Are they envelope pushers? Receptacles for beautiful art? Legitimizers for criminals or perverts?