Why great 21st century brands must shift culture vs. respond to it, and how Yerba Buena Center for the Arts is leading this effort in the arts & culture sector. Originally presented at #CMOSanFran on May 24, 2017.

1. CREATINGCULTURALSHIFT
Jen Martindale
Chief Marketing Officer
Yerba Buena Center for the Arts

2. YERBABUENACENTERFORTHEARTS

3. CULTUREPRECEDESCHANGE

4. ITPRECEDESSOCIALCHANGE

5. ITPRECEDESPOLITICALCHANGE

6. GENERATECULTURE CHANGE

7. “POLITICAL CHANGE
IS THE LAST
MANIFESTATION
OF CULTURAL SHIFTS
THAT HAVE ALREADY
OCCURRED”
JEFF CHANG
Author, Who We Be

8. HOWDOCULTURAL
SHIFTSHAPPEN?

9. THEY REQUIRE
A COLLECTIVE
LEAP OF
IMAGINATION

10. WHERE IS OUR PUBLIC IMAGINATION?

11. ARTCENTERS

12. ARTCENTERSAREHOMES
FORCREATIVECITIZENS
OFALLKINDS

13. ARTCENTERSARE
CONDUITSTOINSPIRATION

14. ARTCENTERSPRESENT
NEWIDEAS&WAYSOFTHINKING

15. ARTCENTERS

16. THEY’REREALLY
CULTURALINCUBATORS

17. WESURVEYEDOVER1,300
BAYAREARESIDENTSAND
THEYCONFIRMEDTHISTHESIS

18. 83% “Creativity is
important to imagining
the future”

19. 79% “It will take all kinds
of creative thinkers to
shape the future of San
Francisco”

20. 68% “Art & creativity can
inspire people to improve
society and the world”

21. 92% “Art & creativity will
play an increasingly
critical role in making our
communities better”

22. WHYSHOULDBRANDSCARE?

23. 20thCENTURY:
GREATBRANDSRESPONDTOCULTURE

25. 21st CENTURY:
GREATBRANDSSHIFTCULTURE

26. REMEMBERTHOSE1,300
PEOPLEWESURVEYED?

27. 60% “Creating change in
the world is a goal of mine”

28. 83% “I actively support the
issues I care about”

29. 65% “The brands I purchase
say something about me”

30. “THE ERA OF THE
FENCE SITTER
(BRAND) IS OVER.”
- The Drum

31. WHAT DO THESE
SEEMINGLY
DIFFERENT BRANDS
HAVE IN COMMON?

33. HOWCANALLBRANDS
HELPSHIFTCULTURE?

34. 1.BRANDSARECITIZENS,TOO

35. ANDGOODCITIZENS
PARTICIPATEINTHE
CIVICPROCESS

36. ADVOCATE, IF IT’S WITHIN YOUR
BRAND’S REMIT & POWER TO DO SO

37. OR, BE A POLLING LOCATION

38. 2.SUPPORT CHANGEMAKERS

39. FINDOUTWHO’SINSPIRING
YOURORGANIZATION

40. GIVE THEM YOUR PLATFORM (NOT $)

41. GIVE THEM YOUR SPACE & TIME
YBCA FELLOWS
PROJECT INCUBATION

42. 3.WHAT’SKEEPINGYOUR
AUDIENCEUPATNIGHT?

43. IMEANTHEURGENTQUESTIONS.
NOT“WHYDOESTHISAPPTAKE
SOLONGTODOWNLOAD?”

44. INSANFRANCISCO,IT’S
“HOWAMIGOINGTOPAYMYRENT?”

45. MEMBERSHIPYBCA.ORG
LET’SMAKEART
MOREAFFORDABLE
INTRODUCING
PAYWHATYOUCAN
MEMBERSHIP
RESPOND TO THOSE BIG QUESTIONS

46. 4.SEEKOUTUNEXPECTED
BEDFELLOWS

47. CULTURALSHIFTSREQUIRE
AWAVEOFSUPPORTFROM
MANYDIFFERENTSOURCES

49. CULTUREBANKTHINKTANK

50. PARTINGTHOUGHT

51. HOWCANYOURBRAND
INSPIREACOLLECTIVE
LEAPOFIMAGINATION?

52. THANKYOU!