Presentacion Chris Denton Conferencia marketing de las Artes Asimetrica, 10 y 11 de octubre, 2011
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Transcript of Presentacion Chris Denton Conferencia marketing de las Artes Asimetrica, 10 y 11 de octubre, 2011
BRAND The role and importance of
cultural 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 thinking
Adaptive resilience:
the capacity to remain productive and true to core purpose and identity whilst absorbing disturbance and adapting with integrity in response to changing circumstances
Changing circumstances…
Economic and financial pressures
Changing demographic, need to engage new audiences
Digital, technology,
communica9on
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
Changing demographic, need to engage new audiences
Digital, technology,
communica9on
BRAND
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
The strategic importance of brand
If YOU don’t know what you stand for, how can you expect
your audiences to?
Implica9ons
Brand Values
Implica9ons
Online Offline
Resources Processes
Programme Facili9es
Communica9ons
Ownership
Experience
Brand
Online Offline
Resources Processes
Facili9es
Communica9ons
Ownership
Experience
brand day to day organisational impact
• Relationship with architects
• Signage and way-finding
• Retail and catering • Technology and
digital strategy • Sponsorship and
commercial partnerships
• Fundraising and philanthropic giving
• Ticketing • Front of house and
customer experience • Artistic programme • Marketing and
communications
creating a great cultural brand
brand the 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 checklist 1. Who are we and what do we do 2. What are our values 3. What is our mission statement 4. Where do we sit in the marketplace 5. What makes us unique 6. What do people think of us now and what do we want
them to think of us in the future 7. What is our positioning statement 8. How are we going to represent our brand visually 9. How are we going to live and breathe the brand 10. How are we going to communicate who we are –
brand strategy
characteristics of great cultural brands?
brand creating a recognisable identity
LOGO
living the brand
who is really responsible for shaping your brand?
Posters Telesales
Brochures/ Leaflets
Corporate Sales
Social media
Booking tickets
Direct mail
Internal service
Customer Events Newsletters
Email Campaign
Making enquires
Press articles
Eating at restaurant
PR
Walking through venue
Membership
Attending events
Booking a room Friends
Website
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
Barbican Experience
Personal Brand Action Plan Describe a specific current situation that you feel could be done differently:
How will this change according to the Barbican Customer Experience 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