Projects Assembly, 25 September 2014

1. Revisiting the Europeana Brand
Eleanor Kenny
25 September 2014, The Hague

2. What is brand?
Brand
equity
Brand
essence
It’s what people think
of when they see
your brand identity
It’s what people think
of when they see
your brand identity
Brand
extension
Brand architecture

3. Getting it right = Getting back to basics
What are your values
&
what value do you offer ?

4. Approach
What’s the organisation trying to do?
What does the brand need to deliver for us?

5. Many audiences….
stakeholder
partner
end-user
paymaster
consumer
shareholder
politician

6. Challenge
Focused brand, that unites range of elements
- Multiple descriptors and purposes for the brand
-Need for a defined tone of voice

7. Challenge
Need for idea to work across the social and commercial
-Positive social impact/ positive commercial impact
-Without compromising the cause

8. Challenge
Need for a new language to describe
a new phenomenon
-How do we embrace a human and emotive tone of voice?

9. Challenges
Need to generate new pride, confidence and
momentum as a thought leader
-5 years achieved
-Jumping to the next stage

10. Many audiences….
stakeholder
partner
end-user
paymaster
shareholder
consumer
politician

12. Why?
How?
What?
What’s our why?

13. The two major roles of the Europeana
brand
Share
-All in one place
-Access to culture
-Distribution
-Connecting people
-Uniting people
-Explorer archetype
-Social cause
-Cultural focus
Create
-Using culture
-Creative fuel
-Inspire creativity
-Catalyst for change
-Innovators/ developers
-Creator archetype
-Commercial benefit
-Technology focus

14. Towards an
idea

15. Technolog
y
The intersection
Culture

16. What are we?
The Cultural Innovators
Europeana is an organisation that is passionate
about cultural innovation. Sitting at the intersection
of culture and technology, our aim is to open up
Europe's creative and cultural wealth to
as wide an audience as possible.

18. Our belief
We believe culture
transforms lives.

19. We believe culture transforms
lives
- It builds communities and civilisations
- It drives commercial and social advancement
- It unites people through a common heritage
- It promotes understanding and enlightenment
- It enables personal growth and development
- It is a powerful tool / catalyst for change

20. Cultural Innovators

21. WE ARE
The Cultural Innovators
BELIEF
We believe culture transforms lives
VALUES
USABLE MUTUAL
RELIABLE
Working collaboratively
For mutual benefit
PERSONALITY
Our framework
Harnessing technology
Open, creative & shareable
Cultural authority
Robust & future-proof
Inspiring Welcoming
Intelligent

22. http://pro.europeana.eu/web/guest/about/comms-tools/brand-guidelines

23. Europeana
Divisions, teams & core
products / services
Partnerships
Hero projects (Endorsement mark)

24. Thank you
Eleanor Kenny