Leading Museums, Museum Leaders

Love and Passion

Maarten Okkersen, Chair of the Spokes Editorial Committee, Head of Communication & Marketing, Branding is all about love and passion, Spokes #10

Branding is more than just marketing – it’s about creating a memorable identity. How?

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Vilvite redesigned its theatre for their latest summer show to appeal to all ages.

The success of any science centre or museum depends on the public perception that it is a special place. Look at ‘power brands’ like Apple and it is clear that each occupies a distinctive place in the mind of the consumer. They have positively differentiated themselves from the competition. Branding is more than just marketing: it is the entire set of activities that goes to create a memorable identity.

Effective branding sets you apart from the competition. Factors affecting your brand can be both tangible and intangible. They include corporate philosophy, product and service quality, and the design of your organisation’s printed materials and website. In other words, your ‘brand’ is your image as seen from the outside.

After an exciting session at the 2015 Ecsite Annual Conference in Trento about whether museums and science centres can be power brands, we talked to Svein Anders Dahl (VilVite, Bergen, Norway) and Joerg Ehtreiber (FRida & freD, Graz, Austria) about their experiences of creating and developing new brands.

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Council of Australasian Museum Directors, c/o Ms Daryl Karp, Museum of Australian Democracy at Old Parliament House PO Box 3934 Manuka, Australian Capital Territory 2603 Australia, © CAMD 2021
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