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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.
- Sales Rank: #1427837 in Books
- Brand: Brand: AltaMira Press
- Published on: 2006-07-27
- Original language: English
- Number of items: 1
- Dimensions: 9.19" h x .42" w x 6.07" l, .73 pounds
- Binding: Paperback
- 208 pages
- Used Book in Good Condition
Review
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, Professor of Advertising Design, Savannah College of Art and Design)
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. (Museum News)
An excellent introduction on branding useful to any employee or volunteer interested in increasing the outreach of their instiution. (AASLH History News)
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. (Jill MacKenzie, Hagley Museum and Library)
About 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.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Musem Branding: How to Create and Maintain Image, Loyalty and Support
By Lía Vicencio
If I had to describe it with two words it will be useful and interesting!! I used it for researching about museums and I obtained a lot of useful information.
1 of 1 people found the following review helpful.
Excellent Introduction
By wmyers
A great starting point, with an especially helpful bibliography for further reading. As a museum professional I recommend this book often to new employees and others trying to learn how to go about branding their institutions - a necessary good/evil(?) today.
2 of 2 people found the following review helpful.
A delightful start
By mjlinnemann
Wallace's work was the first book to be included in my selected bibliography in my master's thesis. Despite the fact that some of the material needs a serious social media and beyond perspective, it gives a fantastic basis for Web 2.0 communication written for an administrator.
I loved her easy to understand writing style.
Her section on university museums is spot on. It's a training ground with a demographic that is easily recruitable. The amount of money left on the table, an underlying theme, is staggering with museums unwilling to shed 19th century notions of themselves, not to mention 20th century perceptions.
It's a shame the book is so expensive. It's a great foundation for future rebranding efforts at all museums, which will be required soon.
Hopefully another printing and update will lower the price and keep the entire book relevant.
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