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Museum Branding

Reimagining the Museum
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Museums have unequaled brands in the world of learning and culture. They have earned the recognition and loyalty of their many audiences. The challenge is sustaining image, loyalty and support as audiences shift, grow, and change. Museum Branding: Reimagining the Museum is a forward-looking survey of museums as they navigate the present, and plan for the future, holding steady to their heritage. It looks at brands that have refreshed their identity, reframed their missions, and reconfirmed their right to audience loyalty and support. Museums of all sizes, genres, and geography - over forty of them - exemplify audience-centered branding practices outlined in nineteen chapters that include Collection and Exhibitions, Archives, Fundraising and Development, Partnerships, Talks and Speakers, and Videos. The chapter on Data adds a new perspective to branding literature. The chapter on Discussion Groups builds on the branding sustained and advanced by successful virtual programs. The Chapter on Research and Development gives essential priority developing relationships with prospective members, donors and supporters. The chapter on Publications shows the smart extension of branding into many platforms. An extensive index recognizes the value of this tool for searching specific concepts and museums.
Margot Wallace is an author and researcher whose fifth book, Writing for Museums: Communicating and Connecting with All Your Audiences, was published in Fall 2022. She has spoken on museum branding and writing for museums at museum conferences throughout the country and internationally. A retired marketing professor, she now develops discussion groups for Osher Lifelong Learning at Northwestern University, including three courses based on museum blogs and digital exhibits.
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