MUSEUM NEXT
ROBERT JONES
COMMUNICATING THE MUSEUM
VENICE, 26 JUNE 2008
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MUSEUM =
INSTITUTIONAL
INTEGRITY
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BRAND =
COMMERCIAL
EXPLOITATION
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AND YET…
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MUSEUMS
NEED BRAND
AND BOTH ARE
CHANGING
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BRAND =
WHAT YOU
STAND FOR
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BRAND =
NOT LOGO
BUT PROGRAMME
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WHY SHOULD I VISIT YOU?
WHY SHOULD I JOIN YOU?
WHY SHOULD I GIVE TO YOU?
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WHY SHOULD I VISIT YOU?
WHY SHOULD I JOIN YOU?
WHY SHOULD I GIVE TO YOU?
WHY SHOULD I CARE?
WHY SHOULD YOU EXIST?
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WHY SHOULD I VISIT YOU?
WHY SHOULD I JOIN YOU?
WHY SHOULD I GIVE TO YOU?
WHY SHOULD I CARE?
WHY SHOULD YOU EXIST?
BRAND ANSWERS
THE QUESTION WHY
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NOT ‘REMIT’
BUT
MAGNETIC NORTH
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COLLECTIVE
PROGRESS OF
IDEAS
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HUGE CHANGE
CONSUMER > ACTIVIST
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HUGE CHANGE
CONSUMER > ACTIVIST
CORPORATION > CONSTELLATION
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HUGE CHANGE
CONSUMER > ACTIVIST
CORPORATION > CONSTELLATION
WESTERN > PLANET
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MUSEUMS
LESS AUTHORITARIAN,
MORE ENGAGING
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Wolff Olins
Wolff Olins Museum next
Museum next 26 June 2008
26 June 2008 Page 31
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MUSEUMS
LESS AUTHORITARIAN,
MORE ENGAGING
LESS SELF-RELIANT,
MORE COLLABORATING
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MUSEUMS
LESS AUTHORITARIAN,
MORE ENGAGING
LESS SELF-RELIANT,
MORE COLLABORATING
LESS MONO,
MORE CROSS-CULTURAL
NOT INSTITUTIONS
BUT PLATFORMS
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BRANDS
– TOOLS FOR PEOPLE
– LINKS BETWEEN ORGANISATIONS
– THEMES THAT INSPIRE VARIATIONS
NOT GADGETS BUT PLATFORMS
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A NEW AGE FOR
THE MUSEUM
GIVING PEOPLE A PLATFORM
MULTIPLYING ORGANISATIONS TOGETHER
PROVOKING DIFFERENT PERSPECTIVES
GUIDED BY BRAND
AS MAGNETIC NORTH
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HOW?
Wolff Olins Brand Next
Museum next 16 June2008
26 May 2008 Page 40

WORLD
IDEA
YOU
> FUTURE
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WHAT’S WRONG WITH
THE WORLD?
IDEA
WHAT’S SPECIAL
ABOUT YOU?
> FUTURE
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WHAT DO PEOPLE
WANT TO DO?
IDEA
WHAT CAN YOU
HELP PEOPLE
DO?
> FUTURE
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Content Voice
OFFER IMAGE
IDEA
Idea
CAPABILITY
Place CULTURE
Manners
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PROGRAMME ADVERTISING
Voice
Content
EDUCATION PR
ONLINE WORD-OF-MOUTH
IDEA
Idea
BUILDINGS LEADERSHIP
COLLECTION RECRUITMENT
Place
RESEARCH REWARD
Manners
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THE WORLD
NEEDS IT
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MUSEUM =
INSTITUTIONAL
INTEGRITY
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BRAND =
COMMERCIAL
EXPLOITATION
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MUSEUM =
BRAND =
PLATFORM
WHAT’S YOURS?
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