The document discusses repositioning the Gusman Center in Miami by conducting research into the brand's history and values and using those insights to create a campaign embracing the Center's rich past while focusing on an unlimited future. It aims to spotlight and support local Miami performance art and talent while giving back to the local community. The goal is to rediscover the Center's purpose and reinvigorate it for current and future audiences.

1. MIU Ai

3. To reposition the Gusman Center

4. To reposition the Gusman Center by conducting extensive research

5. To reposition the Gusman Center and discovering truths about the brand.

6. To reposition the Gusman Center and discovering truths about the brand. Turning those truths into a campaign that embraces both the rich past and limitless future of the Gusman Center and the city of Miami.

10. Politics

12. Technology

13. Location

22. Audience

23. Our Audience from the “Past”

24. Our Audience in the “Present”

25. Our Audience for the “Future”

26. [Insert Aud/loc analysis]

29. [Insert everything else]

30. We found that local Miami performance art is as diverse as all of the food, languages, rituals, and other traditions that Miami culture represents.

36. spotlight Miami talent and give it back to the locals

40. Tomorrow’s Gusman Center is…

52. + =