Overview

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. Branding a museum helps it stand out from the crowd by giving it an image and personality with which visitors and supporters can identify. In Museum Branding, Wallace offers clear, practical advice on how to brand a museum department by department, step by step.

Full Product Details

Author:   Margot A. Wallace
Publisher:   AltaMira Press
Imprint:   AltaMira Press
Dimensions:   Width: 15.80cm , Height: 1.80cm , Length: 23.70cm
Weight:   0.458kg
ISBN:  

9780759109926

ISBN 10:   0759109923
Pages:   208
Publication Date:   11 August 2006
Audience:   General/trade ,  General
Format:   Hardback
Publisher's Status:   Out of Print
Availability:   Out of stock  

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

Reviews

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.--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.--Dr. Bill Shanahan

Author Information

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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