Branding. Audience insights. For museum professionals – directors, curators, exhibition designers, educators and marketers – who are redefining the visit experience, these tools are basic. Branding keeps every department and every member of the staff on message as they design exhibitions, write labels, train docents, create brochures and videos, solicit donations, seek sponsors, build membership and merchandise the store. Through visual, verbal and communication consistency at every touchpoint – the points at which your institution comes in contact with visitors and stakeholders – your brand identity reinforces loyalty. Current trends in consumer research emphasize insights: delving deeper than demographics or stated satisfaction into attitudes and motivations. Observational research, particularly, discovers how your consumers actually behave inside your galleries, and complements focus groups, online and on-site surveys, questionnaires, projective techniques and one-on-one discussions. These disciplines provide the foundation for every aspect of the museum business, from the collection itself to the architecture that houses it to the people who fulfil its mission. Each chapter lays out guidelines for enriched education, satisfaction, development, fundraising, scholarship, Web presence, market expansion, performance and collateral programming, digital integration, facilities utilization, school field trips, online and actual stores, and publishing. Whatever the scope and strategy of your institution – art, history, science, technology, maritime, military, youth, historic sites, aquarium, zoo, botanical garden – you will discover techniques for staying relevant and successful in the changing arts and culture economy; you will learn how to maintain your well-earned image; you will find solutions for realizing your vision.