SlideShare une entreprise Scribd logo
1  sur  21
Consumers are the creators of brands.  Through the process of creating their brands they become loyal and supportive. That is why brand development is so important to the arts.
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],A case study in arts branding:  Brilliantly Birmingham
Branding Principles ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
  Brand Inside the Organisation vs Inside the Stakeholder's Mind (de Chernatony and Riley, 1998)‏ Stakeholder Perceptions Response relationship Confidence Rational:  Emotional: Performance  Psychosocial   match Brand inside stakeholders mind. Shorthand device Stakeholder Value Time Time / Experience Brand inside the organisation Corporate culture, heritage Values Mission Vision Naming policy, functional capacity,  service, risk reducer, communicator, legal, personality Organisation Stakeholder
Branding Principles ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Building Process Create a Brilliant Strategy Execute it Brilliantly Tell the world about it Reflect, revise and start again!
Create a Brilliant Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Reaching a Vision ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Future Vision ,[object Object],[object Object]
Short Term Goals ,[object Object],[object Object],[object Object],[object Object],[object Object]
Long Term Goals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Have brilliant ideas and execute them brilliantly ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Connecting to the Marketplace ,[object Object],[object Object],[object Object]
2003
Cycle 1 – A Modest Shift ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cycle 2 - 2004 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Cycle 2 – Gets Results ,[object Object],[object Object],[object Object],[object Object]
Cycle 2 – Gets Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tell the World About it ,[object Object],[object Object],[object Object],[object Object]
Conclusion ,[object Object],[object Object],[object Object],[object Object]

Contenu connexe

Tendances

Experience Of Exhibiting
Experience Of ExhibitingExperience Of Exhibiting
Experience Of Exhibitingmneal13
 
Bob's resume 2016
Bob's resume 2016Bob's resume 2016
Bob's resume 2016Bob Lane
 
marketing resume_06-07-2016-1
marketing resume_06-07-2016-1marketing resume_06-07-2016-1
marketing resume_06-07-2016-1Courtney Brown
 
Carla C Noble, Bend Or Resume
Carla C Noble, Bend Or ResumeCarla C Noble, Bend Or Resume
Carla C Noble, Bend Or ResumeCarlaNoble
 
Melanie Hall_Resume_August 2016
Melanie Hall_Resume_August 2016Melanie Hall_Resume_August 2016
Melanie Hall_Resume_August 2016Melanie Hall
 
New resume functional may 2016
New resume functional may 2016New resume functional may 2016
New resume functional may 2016Catherine Edison
 
Lecture Notes, Event Management class 2 1-17
Lecture Notes, Event Management class 2 1-17Lecture Notes, Event Management class 2 1-17
Lecture Notes, Event Management class 2 1-17Game Day Communications
 
Marketingfinalprojectpp
MarketingfinalprojectppMarketingfinalprojectpp
Marketingfinalprojectppashfitz11
 
Devan Kulka Resume
Devan Kulka ResumeDevan Kulka Resume
Devan Kulka ResumeDevan Kulka
 
Sylvia Allen keynote presentation at The Business of Fun 2011
Sylvia Allen keynote presentation at The Business of Fun 2011Sylvia Allen keynote presentation at The Business of Fun 2011
Sylvia Allen keynote presentation at The Business of Fun 2011AOIFE
 
Event Branding
Event BrandingEvent Branding
Event BrandingMediaCo
 
Keith straker resume2016 la:ny
Keith straker resume2016 la:nyKeith straker resume2016 la:ny
Keith straker resume2016 la:nyKeith Straker
 
Advertisement Plan
Advertisement PlanAdvertisement Plan
Advertisement PlanAndrea Nardi
 
burnhamj-resume-2 1
burnhamj-resume-2 1burnhamj-resume-2 1
burnhamj-resume-2 1Jeff Burnham
 
Webinar: The Playbook for Predictable Sales Growth: Understanding and Leverag...
Webinar: The Playbook for Predictable Sales Growth: Understanding and Leverag...Webinar: The Playbook for Predictable Sales Growth: Understanding and Leverag...
Webinar: The Playbook for Predictable Sales Growth: Understanding and Leverag...Fishbowl Marketing
 

Tendances (20)

How the Epping Club Tells its Story
How the Epping Club Tells its StoryHow the Epping Club Tells its Story
How the Epping Club Tells its Story
 
KBragoli Resume
KBragoli ResumeKBragoli Resume
KBragoli Resume
 
How PR Can Help Your Business
How PR Can Help Your BusinessHow PR Can Help Your Business
How PR Can Help Your Business
 
Experience Of Exhibiting
Experience Of ExhibitingExperience Of Exhibiting
Experience Of Exhibiting
 
Bob's resume 2016
Bob's resume 2016Bob's resume 2016
Bob's resume 2016
 
marketing resume_06-07-2016-1
marketing resume_06-07-2016-1marketing resume_06-07-2016-1
marketing resume_06-07-2016-1
 
Carla C Noble, Bend Or Resume
Carla C Noble, Bend Or ResumeCarla C Noble, Bend Or Resume
Carla C Noble, Bend Or Resume
 
Melanie Hall_Resume_August 2016
Melanie Hall_Resume_August 2016Melanie Hall_Resume_August 2016
Melanie Hall_Resume_August 2016
 
New resume functional may 2016
New resume functional may 2016New resume functional may 2016
New resume functional may 2016
 
Lecture Notes, Event Management class 2 1-17
Lecture Notes, Event Management class 2 1-17Lecture Notes, Event Management class 2 1-17
Lecture Notes, Event Management class 2 1-17
 
Marketingfinalprojectpp
MarketingfinalprojectppMarketingfinalprojectpp
Marketingfinalprojectpp
 
resume v.4a
resume v.4aresume v.4a
resume v.4a
 
Event Management
Event ManagementEvent Management
Event Management
 
Devan Kulka Resume
Devan Kulka ResumeDevan Kulka Resume
Devan Kulka Resume
 
Sylvia Allen keynote presentation at The Business of Fun 2011
Sylvia Allen keynote presentation at The Business of Fun 2011Sylvia Allen keynote presentation at The Business of Fun 2011
Sylvia Allen keynote presentation at The Business of Fun 2011
 
Event Branding
Event BrandingEvent Branding
Event Branding
 
Keith straker resume2016 la:ny
Keith straker resume2016 la:nyKeith straker resume2016 la:ny
Keith straker resume2016 la:ny
 
Advertisement Plan
Advertisement PlanAdvertisement Plan
Advertisement Plan
 
burnhamj-resume-2 1
burnhamj-resume-2 1burnhamj-resume-2 1
burnhamj-resume-2 1
 
Webinar: The Playbook for Predictable Sales Growth: Understanding and Leverag...
Webinar: The Playbook for Predictable Sales Growth: Understanding and Leverag...Webinar: The Playbook for Predictable Sales Growth: Understanding and Leverag...
Webinar: The Playbook for Predictable Sales Growth: Understanding and Leverag...
 

Similaire à Case Study In Arts Branding

JMUCC Birks Case
JMUCC Birks CaseJMUCC Birks Case
JMUCC Birks Caseadrienh
 
JMUCC 2011 - Birks 24 Hour Case - UBC
JMUCC 2011 - Birks 24 Hour Case - UBCJMUCC 2011 - Birks 24 Hour Case - UBC
JMUCC 2011 - Birks 24 Hour Case - UBCBen Cappellacci
 
JMUCC 2011: UBC's 24 Hour Birks Case
JMUCC 2011: UBC's 24 Hour Birks Case JMUCC 2011: UBC's 24 Hour Birks Case
JMUCC 2011: UBC's 24 Hour Birks Case meljang
 
Week 3: Marketing and Entrepreneurship
Week 3: Marketing and EntrepreneurshipWeek 3: Marketing and Entrepreneurship
Week 3: Marketing and Entrepreneurshiplisahaggis
 
David Suzuki Term Project
David Suzuki Term ProjectDavid Suzuki Term Project
David Suzuki Term ProjectHendersizzle
 
Redleafdigital - Chisolm hunter - driving Ecommerce sales
Redleafdigital - Chisolm hunter - driving Ecommerce sales Redleafdigital - Chisolm hunter - driving Ecommerce sales
Redleafdigital - Chisolm hunter - driving Ecommerce sales redleafdigital
 
FDMK 410 Garage Business Senario
FDMK 410 Garage Business SenarioFDMK 410 Garage Business Senario
FDMK 410 Garage Business SenarioJennifer Dunbar
 
Cost Effective Marketing For Retailers
Cost Effective Marketing For RetailersCost Effective Marketing For Retailers
Cost Effective Marketing For RetailersDebbieNelson
 
A-Whole-New-World
A-Whole-New-WorldA-Whole-New-World
A-Whole-New-WorldLizzie Carr
 
Master C R M 01 M K T Basics C R M
Master  C R M 01  M K T Basics  C R MMaster  C R M 01  M K T Basics  C R M
Master C R M 01 M K T Basics C R Mguestf468424
 
Csr Partnerships How To Choose The Right Organizations
Csr Partnerships   How To Choose The Right OrganizationsCsr Partnerships   How To Choose The Right Organizations
Csr Partnerships How To Choose The Right OrganizationsJayaBohlmann
 
Mikepconway Construction Marketing 2010
Mikepconway Construction Marketing 2010Mikepconway Construction Marketing 2010
Mikepconway Construction Marketing 2010Camargue
 
Mikepconway Construction Marketing 2010
Mikepconway Construction Marketing 2010Mikepconway Construction Marketing 2010
Mikepconway Construction Marketing 2010Camargue
 
Brand development
Brand developmentBrand development
Brand developmentMitzuv
 
Week 8: Campaign Planning
Week 8: Campaign PlanningWeek 8: Campaign Planning
Week 8: Campaign Planninglisahaggis
 
Presentation Sample - Citizen Watches 2017 Communications Plan
Presentation Sample - Citizen Watches 2017 Communications PlanPresentation Sample - Citizen Watches 2017 Communications Plan
Presentation Sample - Citizen Watches 2017 Communications PlanSpacedOUT Productions
 

Similaire à Case Study In Arts Branding (20)

Main Street 101 2010
Main Street 101 2010Main Street 101 2010
Main Street 101 2010
 
JMUCC Birks Case
JMUCC Birks CaseJMUCC Birks Case
JMUCC Birks Case
 
JMUCC 2011 - Birks 24 Hour Case - UBC
JMUCC 2011 - Birks 24 Hour Case - UBCJMUCC 2011 - Birks 24 Hour Case - UBC
JMUCC 2011 - Birks 24 Hour Case - UBC
 
JMUCC 2011: UBC's 24 Hour Birks Case
JMUCC 2011: UBC's 24 Hour Birks Case JMUCC 2011: UBC's 24 Hour Birks Case
JMUCC 2011: UBC's 24 Hour Birks Case
 
Week 3: Marketing and Entrepreneurship
Week 3: Marketing and EntrepreneurshipWeek 3: Marketing and Entrepreneurship
Week 3: Marketing and Entrepreneurship
 
Planning for PR
Planning for PRPlanning for PR
Planning for PR
 
David Suzuki Term Project
David Suzuki Term ProjectDavid Suzuki Term Project
David Suzuki Term Project
 
Redleafdigital - Chisolm hunter - driving Ecommerce sales
Redleafdigital - Chisolm hunter - driving Ecommerce sales Redleafdigital - Chisolm hunter - driving Ecommerce sales
Redleafdigital - Chisolm hunter - driving Ecommerce sales
 
FDMK 410 Garage Business Senario
FDMK 410 Garage Business SenarioFDMK 410 Garage Business Senario
FDMK 410 Garage Business Senario
 
Cost Effective Marketing For Retailers
Cost Effective Marketing For RetailersCost Effective Marketing For Retailers
Cost Effective Marketing For Retailers
 
A-Whole-New-World
A-Whole-New-WorldA-Whole-New-World
A-Whole-New-World
 
Master C R M 01 M K T Basics C R M
Master  C R M 01  M K T Basics  C R MMaster  C R M 01  M K T Basics  C R M
Master C R M 01 M K T Basics C R M
 
Csr Partnerships How To Choose The Right Organizations
Csr Partnerships   How To Choose The Right OrganizationsCsr Partnerships   How To Choose The Right Organizations
Csr Partnerships How To Choose The Right Organizations
 
Mikepconway Construction Marketing 2010
Mikepconway Construction Marketing 2010Mikepconway Construction Marketing 2010
Mikepconway Construction Marketing 2010
 
Mikepconway Construction Marketing 2010
Mikepconway Construction Marketing 2010Mikepconway Construction Marketing 2010
Mikepconway Construction Marketing 2010
 
Brand development
Brand developmentBrand development
Brand development
 
920 89 141 Hallmark[1]
920 89 141 Hallmark[1]920 89 141 Hallmark[1]
920 89 141 Hallmark[1]
 
Week 8: Campaign Planning
Week 8: Campaign PlanningWeek 8: Campaign Planning
Week 8: Campaign Planning
 
Day in the Life of Marketing
Day in the Life of MarketingDay in the Life of Marketing
Day in the Life of Marketing
 
Presentation Sample - Citizen Watches 2017 Communications Plan
Presentation Sample - Citizen Watches 2017 Communications PlanPresentation Sample - Citizen Watches 2017 Communications Plan
Presentation Sample - Citizen Watches 2017 Communications Plan
 

Case Study In Arts Branding

  • 1. Consumers are the creators of brands. Through the process of creating their brands they become loyal and supportive. That is why brand development is so important to the arts.
  • 2.
  • 3.
  • 4. Brand Inside the Organisation vs Inside the Stakeholder's Mind (de Chernatony and Riley, 1998)‏ Stakeholder Perceptions Response relationship Confidence Rational: Emotional: Performance Psychosocial match Brand inside stakeholders mind. Shorthand device Stakeholder Value Time Time / Experience Brand inside the organisation Corporate culture, heritage Values Mission Vision Naming policy, functional capacity, service, risk reducer, communicator, legal, personality Organisation Stakeholder
  • 5.
  • 6. Brand Building Process Create a Brilliant Strategy Execute it Brilliantly Tell the world about it Reflect, revise and start again!
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14. 2003
  • 15.
  • 16.
  • 17.  
  • 18.
  • 19.
  • 20.
  • 21.