Loyalty isn’t always the answer
Many arts organisations are mesmerised by their databases, often expecting the rest of the world to look the same. But positioning your brand in clear space can attract new audiences and differentiate you from competitors. So how can you open up that new territory and track your impact?
Brand Works: across Hyde Park, over The Bridge, through the Campus, to the top of the Hills…
The arts marketing community is pretty generous in sharing ideas, insights, concerns and benchmarking, so we were delighted to have four leading experts talk about their own brand journeys at our Brand Works seminar.
Brand Works: from opera to Google via actionable insight
Just before Covid arrived in March 2020, we held our first Brand Works seminar, kindly hosted by the Royal Albert Hall in their opulent Prince of Wales Room. Our first guest was Lucy Sinclair, now at Google, whose previous arts marketing career saw her lead great change at the Royal Opera House and at the BBC.
Fifteen Years of #Failure
Who really likes hearing about success? …really? I’m always suspicious of “Big Breakthrough” presentations, or “How We Triumphed” strategy posts. The repeated frustrations we all wade through daily are far more interesting. They help us learn, keep us hungry for improvement, and build resilience. (This was first published just as I finished a long stint as Marketing Director at Birmingham Hippodrome in 2019).