Museum Branding

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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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Editorial Reviews

Museum News
Today, when museums face competition not only from similar institutions but also from theaters, theme parks and street fairs, branding is vital to attracting visitors tempted by countless other pursuits. As explained in Museum Branding, every aspect of a museum can be used to reinforce its image: exhibitions, volunteers, publications—even the building itself. Learn how to involve your board in the branding process, use branding to convert 'visitors to loyalists' and design an extrance hall as a microcosm of your museum's greater significance.
History News
An excellent introduction on branding useful to any employee or volunteer interested in increasing the outreach of their instiution.
Dr. Bill Shanahan
The stuffy, hush-hush-do-not-touch environment of old-style museums is giving way to new thinking for reaching an institution’s constituents. Through her interviews, secondary research, and field work, Margot Wallace clarifies the expanded experiences that make for a successfully marketed museum today. Museum Branding is a good reference for anyone concerned with branding.
Jill MacKenzie
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. Margot A. Wallace's book Museum Branding provides a blueprint for branding success. It is a must read for all museum staff, from Board members to front-line customer service personnel.
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Product Details

  • ISBN-13: 9780759109933
  • Publisher: AltaMira Press
  • Publication date: 9/28/2006
  • Edition description: New Edition
  • Pages: 208
  • Product dimensions: 6.07 (w) x 9.19 (h) x 0.42 (d)

Meet the Author

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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Table of Contents

Chapter 1 Foreword Chapter 2 1. Introduction to branding: the process that turns spectators into loyalists Chapter 3 2. Brand new museum Chapter 4 3. Exhibitions as branding tools: content as message Chapter 5 4. Museum Boards: carrying the banner Chapter 6 5. The Education Department: teaching the museum Chapter 7 6. Volunteers: your face to the public Chapter 8 7. Membership: converting visitors to loyalists Chapter 9 8. Fundraising: raised on loyalty Chapter 10 9. Corporate partnerships: Shoulder to Shoulder with Business Chapter 11 10. Marketing and graphics: the watchdog department Chapter 12 11. Museum Store: Extension of education Chapter 13 12. Branding museum Web sites: New media, old truths Chapter 14 13. The Golden Shopping Cart: How museums' online stores add luster to their brand Chapter 15 14. Publications Chapter 16 15. Audio Tours: Branding by script Chapter 17 16. The Lobby - first impression and last impression Chapter 18 17. Loyalty Eating: how museums reinforce their brand image at the dining table Chapter 19 18. Your building: How museums build their brands brick by brick Chapter 20 19. University Museums: children of strong parents Chapter 21 20. Future members: identifying with college students Chapter 22 Epilogue Chapter 23 References

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