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Panel Discussion:
A New Brand for Craft: Current Challenges and Future
Opportunities
June 3, 2006
Deborah
Smith, American Craft Council, moderator
Michael
Monroe, Bellevue Arts Museum
Andrew
Maydoney, Fuller Craft Museum
(click here for powerpoint
presentation)
Dennis Stevens, School of
Art & Design, San Jose State Univ, CA
(click here for powerpoint presentation available on this site)
How has
“brand” been both a hindrance and asset for the craft
community? Hear divergent opinions and ideas from a
range of institutions and individuals who have had to
deal with the impact of the “C” word in their strategic
thinking.
How do
we stay true to craft’s history but also entice and
provoke new audiences? How do we deliver our brand
promise to both old & new audiences?
Your
brand is your PROMISE: An extension of identity found in
logo, collateral materials and programming.
It is
important to manage your brand and make sure it does not
stagnate.
Some
reasons to revisit and potentially change your brand:
-
Infrastructure changes
-
Change in programming
-
Change in artistic leadership
Deborah
Smith
One case study: The American Craft Council conducted
research that revealed they did not need to change their
brand for their current audiences, but that their
non-audiences had a disconnected view of who they are.
They added the word “fine” and hired a PR firm to help
them manage their branding through marketing and
communications to remain consistent in their messaging.
Dennis
Stevens
What is Identity Relative to Brand? (Please see attached
PowerPoint)
Andrew
Maydoney
Building Connection & Meaning (Please see attached
PowerPoint)
A
strong brand:
-
lays the groundwork for a range of initiatives to a
diverse set of constituents
-
helps prospective audiences connect in ways that
align with their vision
Audience question to the panel
“How do
you adjust your branding process amidst change?”
Michael
Monroe
–
Staying balanced amidst local/national and international
interests
Andrew
Maydoney
– Staying ever agile to what is relevant
Dennis
Stevens
–
Continuing to clearly communicate with the artists who
are the best advocates
Deborah
Smith
referred to a book that really influenced her
perspective on branding and audience development:
Invitation to the Party: Building Bridges to the Arts,
Culture and Community, by Donna Walker-Kuhne.
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