| Museum Branding: How to create and maintain image, loyalty and support |
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In each of its chapters, Museum Branding focuses on a different aspect of the museum and explains the responsibilities of each in strengthening the museum’s brand. Chapter 1 -- Exhibitions A museum’s collection is, of course, acquired according to mission; nothing so perfectly identifies a museum as its exhibits, and it is with these that the branding process begins. Chapter 2 -- Carrying the Banner: a guide for museum boards on stewardship of the museum's brand A thorough, step-by-step discussion at how to select and inculcate directors and trustees who are accountable for brand-intensive activities such as mission, acquisition, fund-raising, promotional events, and institutional memory. Chapter 3 -- Volunteers: ambassadors without portfolio Volunteers are frequently the first human being a visitor encounters, invaluable brand messengers from the institution to the public.
Chapter 4 -- Education Department: a four-part system for foolproof branding. At the same time that museums are interpreting their exhibits, they are branding the museum itself. This chapter speaks to the branding opportunities in adult tours and student field trips, and also to teachers and principals of the students’ schools. Chapter 5 -- Membership: converting visitors to loyalists There are two ways to look at membership – acquisition and retention. Ultimately what a museum wants is loyal members, those who relate to the brand image and feel kinship with the museum. Chapter 6 -- Fundraising: raised on loyalty Perhaps the most important reason for branding a museum is to convert visitors all the way up the support ladder to member, donor, and patron – the people who give money regularly. Chapter 7 -- Corporate partnerships: shoulder to shoulder with business When and how to collaborate with corporate America can be examined as a business decision, but it also must be considered from a branding perspective. Will the alliance enhance the museum’s mission and image? Chapter 8 -- Marketing and graphics: the watchdog department Brand communication resides in every marketing piece -- brochure, newsletter, mailing or ad. This chapter reminds marketing and graphics professional of the hard and fast commandments as they apply to not-for-profits. Chapter 9 -- Museum Store: extension of education Research demonstrates an unexpected depth of attachment to museum store purchases. These souvenirs truly reinforce the memories of the visit, and the brand image of the museum as a whole. Chapter 10 -- Branding museum Web sites: new media, old truths For many visitors, the museum’s Web site is their first visit, and serves as an introduction to a future relationship with the brand. Chapter 11 -- The Golden Shopping Cart: how online stores add luster to the brand So seductive are online treasures, so easy the shopping, the e-store threatens to blur the brand image of museums. This chapter explores how to enhance the brand’s identity while selling merchandise. Chapter 12 – Publications Publications engage and involve readers, month after month, bringing a sense of the museum into the home. They are potent tools for keeping the museum brand part of the readers’ lives. Chapter 13 -- Audio tours: branding by script The carefully scripted audio tour functions beautifully as a both tour guide and brand builder. Chapter 14 -- The Lobby: the first and last impression The image received at the very start of one’s visit affects the visitor's enjoyment, retention of, and inclination to revisit the experience. Branding is begun and reinforced in the lobby. Chapter 15 -- Loyalty eating: how museums reinforce brand image at the dining table If a museum experience is to take hold and endure, visitors need time, space and quiet to contemplate their visit. They need to talk about it with friends. The museum restaurant serves this need admirably. Chapter 16 -- Your building: how museums build their brands brick by brick The growing popularity of museums, plus the ravages of age and use, are resulting in a boom of expansion, and not just in high-profile edifices. Any new building represents the museum, and its place, to the world. Chapter 17 -- University Museums: children of strong parents When a museum is part of a university, foundation or corporation, its branding assignment becomes more rigorous. No matter how hands-off the parental control, when two institutions share a name, both brands blur. How a museum maintains its identity calls for particularly alert brand vigilance. Chapter 18 -- Future members: identifying with young audiences Everyone knows young people are the visitors of the future, and bonds can be strengthened even after the school bus drives away.
About the book: “In today’s marketplace, where museums are competing for entertainment dollars, it is essential that we understand the principles of branding and incorporate them into all that we do. Wallace’s book provides a blueprint for branding success. It is a must-read for all museum staff, from board members to frontline customer service personnel.” “In America, there are no small museums. This book does an estimable job of showing how even small museums marshal big branding ideas. Whether one represents a museum as a staff member, an administrator, a board member, or a supporter, everyone is part of the brand and can benefit from the examples in Museum Branding.” |
