Presentacion Chris Denton Conferencia marketing de las Artes Asimetrica, 10 y 11 de octubre, 2011
BRAND The role and importance ofcultural branding during times of change Cultural marketing, brand, CRM, fundraising, digital and business development consultancy
“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
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
Changing circumstances… Economic and ﬁnancial pressures Changing Digital, demographic, technology, need to engage communica9on new audiences
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?
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.
Finding solutions… Economic and ﬁnancial pressures BRAND Changing Digital, demographic, technology, need to engage communica9on new audiences
The customer perspective…AFFORDABILITY• Wherever possible we need to encourage people to make value judgements about us based on ‘hearts’ and not ‘heads’.
The customer perspective…TRUST• We need to build trust with audiences and funders and not sabotage it.• Deliver on our promises
The customer perspective…PASSION• ‘loyalty elasticity’• Unwavering belief in the importance of what we do• Champion us to others• Prioritise us over other things
The customer perspective… PROMISE EXPERIENCE MEMORY
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
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
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
living the brandwho is really responsible for shaping your brand?
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
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 organisa9onal change
Drive from the top down Co-‐ordinate across all func9ons Engage employees
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?
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
Ques9ons? Chris Denton chris@chris-‐denton.com Cultural marketing, brand, CRM, fundraising, digital and business development consultancy