Museum Branding: How to Create and Maintain Image, Loyalty, and Support

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Rowman Altamira, 2006 - Business & Economics - 193 pages
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In today's busy world, museums compete for visitors not only with other museums, but also with a worthy selection of cultural institutions from performing arts to libraries. Add to these magnets a slew of enticing leisure activities, from theme parks to jogging trails. Given a weekend afternoon with a little free time to spare, a prospective visitor has a tempting selection of destinations to choose from. Branding a museum helps it stand out from the crowd by giving it an image and personality with which visitors and supporters can identify, increasing their emotional attachment and encouraging them to return. In Museum Branding, Wallace offers clear, practical advice on how to brand a museum department by department, step by step. By highlighting case studies from museums of every type and size, she emphasizes that brains, not budget, create a successful branding effort.
 

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User Review  - SkuliSael - LibraryThing

Wallace is very thorough in detailing various opportunities in branding for museums and expains well why this is very important for museums. As such this is a good handbook for those in care of ... Read full review

Contents

Introduction to Branding The Process That Turns Spectators into Loyalists
1
Brand New Museum
5
Exhibitions as Branding Tools Content as Message
9
Museum Boards Carrying the Banner
17
The Education Department Teaching the Museum
25
Volunteers Your Face to the Public
33
Membership Converting Visitors to Loyalists
43
FundRaising Raised on Loyalty
51
Publications
109
Audio Tours Branding by Script
123
The Lobby First Impression and Last Impression
133
Loyalty Eating How Museums Reinforce Their Brand Image at the Dining Table
143
Your Building How Museums Build Their Brands Brick by Brick
151
University Museums Children of Strong Parents
161
Future Members Identifying with College Students
167
Epilogue
177

Corporate Partnerships Shoulder to Shoulder with Business
63
Marketing and Graphics The Watchdog Department
73
Museum Store Extension of Education
81
Branding Museum Web Sites New Media Old Truths
89
The Golden Shopping Cart How Museums Online Stores Add Luster to Their Brand
99
References
181
Index
187
About the Author
193
Copyright

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About the author (2006)

Margot Wallace is Professor of Marketing Communication at Columbia College Chicago, where she teaches a course in branding. A former creative director at J. Walter Thompson Advertising, a major global advertising agency, she has created branded campaigns for clients ranging from breakfast cereal to banks to colleges. For eight years she served on the women's board of the Museum of Contemporary Art in Chicago.

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