BRAND The role and importance ofcultural branding during times           of change  Cultural marketing, brand, CRM, fundra...
“We	  are	  living	  in	  the	  unstable	  space	  between	  the	  way	  things	  have	  worked	  for	  a	  long	  9me,	  ...
Time for new thinkingAdaptive resilience:the capacity to remain productive andtrue to core purpose and identity whilstabso...
Changing circumstances…                  Economic	  and	                  financial	  pressures	                           ...
Changing circumstances…What	  cons9tutes	  a	  cultural	  experience,	  how	  will	   it	  be	  delivered	  and	  how	  wi...
Adaptive resilience in practice…•  A desire to clearly set long term goals and vision and to   remain ambitious•  A willin...
Finding solutions…                  Economic	  and	                  financial	  pressures	                     BRAND      ...
The customer perspective…AFFORDABILITY•  Wherever possible we need to encourage   people to make value judgements about   ...
The customer perspective…TRUST•  We need to build trust with audiences and   funders and not sabotage it.•  Deliver on our...
The customer perspective…PASSION•  ‘loyalty elasticity’•  Unwavering belief in the importance of   what we do•  Champion u...
The customer perspective…          PROMISE         EXPERIENCE          MEMORY
The strategic importance of brand
If YOU don’t know what youstand for, how can you expect      your audiences to?
Brand	                                            Brand	  Values	                                            Implica9ons	 ...
brandday to day organisational impact  •    Relationship with     •    Fundraising and       architects                 ph...
creating a great cultural         brand
brandthe big picture…•  A brand is NEVER just about the logo•  Everyone owns the brand and can make it   stronger. BUT…•  ...
the brand checklist1.  Who are we and what do we do2.  What are our values3.  What is our mission statement4.  Where do we...
characteristics of great   cultural brands?
brandcreating a recognisable identity              	  LOGO	  
living the brandwho is really responsible for   shaping your brand?
Friends Posters Telesales     Booking a room                                             Brochures    Attending events    ...
Your	  employees	  are	  an	  essen9al	       element	  in	  delivering	  a	            successful	  brand      	  
Brand	  can	  act	  as	  a	  catalyst	  for	    mo9va9ng	  and	  engaging	  employees	  during	  periods	  of	      organi...
Drive	  from	  the	  top	  down   	  Co-­‐ordinate	  across	  all	  func9ons      	          Engage	  employees           ...
Barbican Experience
Personal Brand Action PlanDescribe a specific current situation that you feel could be donedifferently:How will this chang...
Summary•  Brand should be at the heart of discussions   about change•  Consistency of brand will help retain audiences   a...
Ques9ons?	           Chris	  Denton	      chris@chris-­‐denton.com 	  Cultural marketing, brand, CRM, fundraising, digital...
Presentacion Chris Denton Conferencia marketing de las Artes Asimetrica, 10 y 11 de octubre, 2011
Presentacion Chris Denton Conferencia marketing de las Artes Asimetrica, 10 y 11 de octubre, 2011
Presentacion Chris Denton Conferencia marketing de las Artes Asimetrica, 10 y 11 de octubre, 2011
Presentacion Chris Denton Conferencia marketing de las Artes Asimetrica, 10 y 11 de octubre, 2011
Presentacion Chris Denton Conferencia marketing de las Artes Asimetrica, 10 y 11 de octubre, 2011
Presentacion Chris Denton Conferencia marketing de las Artes Asimetrica, 10 y 11 de octubre, 2011
Presentacion Chris Denton Conferencia marketing de las Artes Asimetrica, 10 y 11 de octubre, 2011
Presentacion Chris Denton Conferencia marketing de las Artes Asimetrica, 10 y 11 de octubre, 2011
Presentacion Chris Denton Conferencia marketing de las Artes Asimetrica, 10 y 11 de octubre, 2011
Presentacion Chris Denton Conferencia marketing de las Artes Asimetrica, 10 y 11 de octubre, 2011
Presentacion Chris Denton Conferencia marketing de las Artes Asimetrica, 10 y 11 de octubre, 2011
Presentacion Chris Denton Conferencia marketing de las Artes Asimetrica, 10 y 11 de octubre, 2011
Presentacion Chris Denton Conferencia marketing de las Artes Asimetrica, 10 y 11 de octubre, 2011
Presentacion Chris Denton Conferencia marketing de las Artes Asimetrica, 10 y 11 de octubre, 2011
Presentacion Chris Denton Conferencia marketing de las Artes Asimetrica, 10 y 11 de octubre, 2011
Presentacion Chris Denton Conferencia marketing de las Artes Asimetrica, 10 y 11 de octubre, 2011
Presentacion Chris Denton Conferencia marketing de las Artes Asimetrica, 10 y 11 de octubre, 2011
Presentacion Chris Denton Conferencia marketing de las Artes Asimetrica, 10 y 11 de octubre, 2011
Presentacion Chris Denton Conferencia marketing de las Artes Asimetrica, 10 y 11 de octubre, 2011
Presentacion Chris Denton Conferencia marketing de las Artes Asimetrica, 10 y 11 de octubre, 2011
Presentacion Chris Denton Conferencia marketing de las Artes Asimetrica, 10 y 11 de octubre, 2011
Presentacion Chris Denton Conferencia marketing de las Artes Asimetrica, 10 y 11 de octubre, 2011
Presentacion Chris Denton Conferencia marketing de las Artes Asimetrica, 10 y 11 de octubre, 2011
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Presentacion Chris Denton Conferencia marketing de las Artes Asimetrica, 10 y 11 de octubre, 2011

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Más que un logo - Presentación de Chris Denton en la Conferencia anual de Marketing de las Artes, Asimétrica, 2011

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Presentacion Chris Denton Conferencia marketing de las Artes Asimetrica, 10 y 11 de octubre, 2011

  1. 1. BRAND The role and importance ofcultural branding during times of change Cultural marketing, brand, CRM, fundraising, digital and business development consultancy
  2. 2. “We  are  living  in  the  unstable  space  between  the  way  things  have  worked  for  a  long  9me,  and   the  way  they  might  work  in  the  future”   Diane  Ragsdale,  cultural  commentator    
  3. 3. Time for new thinkingAdaptive resilience:the capacity to remain productive andtrue to core purpose and identity whilstabsorbing disturbance and adaptingwith integrity in response to changingcircumstances
  4. 4. Changing circumstances… Economic  and   financial  pressures   Changing   Digital,   demographic,   technology,   need  to  engage   communica9on   new  audiences  
  5. 5. Changing circumstances…What  cons9tutes  a  cultural  experience,  how  will   it  be  delivered  and  how  will  it  be  consumed?  How  and  where  will  our  brands  need  to  feature  in  the  future  in  order  to  reach  out  to  audiences?  
  6. 6. Adaptive resilience in practice…•  A desire to clearly set long term goals and vision and to remain ambitious•  A willingness to question everything that is currently done and to consider how it could be done differently•  An understanding of the importance of defining the ‘non- negotiable’ values of the organisation – whether these be artistic, commercial or operational•  An acceptance that working with others may now be highly desirable (or unavoidable). But, that•  Retaining a clear and easily understood position in the marketplace is vital.
  7. 7. Finding solutions… Economic  and   financial  pressures   BRAND Changing   Digital,   demographic,   technology,   need  to  engage   communica9on   new  audiences  
  8. 8. The customer perspective…AFFORDABILITY•  Wherever possible we need to encourage people to make value judgements about us based on ‘hearts’ and not ‘heads’.
  9. 9. The customer perspective…TRUST•  We need to build trust with audiences and funders and not sabotage it.•  Deliver on our promises
  10. 10. The customer perspective…PASSION•  ‘loyalty elasticity’•  Unwavering belief in the importance of what we do•  Champion us to others•  Prioritise us over other things
  11. 11. The customer perspective… PROMISE EXPERIENCE MEMORY
  12. 12. The strategic importance of brand
  13. 13. If YOU don’t know what youstand for, how can you expect your audiences to?
  14. 14. Brand   Brand  Values   Implica9ons   Communica9ons   Experience  Online   Offline   Programme   Facili9es   Implica9ons   Processes   Resources   Ownership  
  15. 15. brandday to day organisational impact •  Relationship with •  Fundraising and architects philanthropic giving •  Signage and •  Ticketing way-finding •  Front of house and •  Retail and catering customer experience •  Technology and •  Artistic programme digital strategy •  Marketing and •  Sponsorship and communications commercial partnerships
  16. 16. creating a great cultural brand
  17. 17. brandthe big picture…•  A brand is NEVER just about the logo•  Everyone owns the brand and can make it stronger. BUT…•  Everyone can potentially damage the brand too•  Brands require investment - money, resources, time•  Every decision you take within marketing and the wider organisation should re-enforce your brand
  18. 18. the brand checklist1.  Who are we and what do we do2.  What are our values3.  What is our mission statement4.  Where do we sit in the marketplace5.  What makes us unique6.  What do people think of us now and what do we want them to think of us in the future7.  What is our positioning statement8.  How are we going to represent our brand visually9.  How are we going to live and breathe the brand10. How are we going to communicate who we are – brand strategy
  19. 19. characteristics of great cultural brands?
  20. 20. brandcreating a recognisable identity  LOGO  
  21. 21. living the brandwho is really responsible for shaping your brand?
  22. 22. Friends Posters Telesales Booking a room Brochures Attending events / Leaflets Membership Corporate Sales Walking through venue Social media Website Booking tickets PR Direct mailEating at restaurant Internal Press articles service Customer Making enquires Newsletters Events Email Campaign
  23. 23. Your  employees  are  an  essen9al   element  in  delivering  a   successful  brand  
  24. 24. Brand  can  act  as  a  catalyst  for   mo9va9ng  and  engaging  employees  during  periods  of   organisa9onal  change  
  25. 25. Drive  from  the  top  down  Co-­‐ordinate  across  all  func9ons   Engage  employees  
  26. 26. Barbican Experience
  27. 27. Personal Brand Action PlanDescribe a specific current situation that you feel could be donedifferently:How will this change according to the Barbican CustomerExperience project?How will you measure success?
  28. 28. Summary•  Brand should be at the heart of discussions about change•  Consistency of brand will help retain audiences and build their trust•  You need to consider how your brand will be portrayed – changes to communication and consumption•  Consistency of brand presentation•  Staff engagement and responsibility
  29. 29. Ques9ons?   Chris  Denton   chris@chris-­‐denton.com  Cultural marketing, brand, CRM, fundraising, digital and business development consultancy

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