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Schmidt-Ott, ThomasOpera and beerAudience development and the power of brandscategory: Essay published in: das Orchester 06/2008, Page 34 |
The public profile of a brand, its quality and image are key factors for audience development. Yet many cultural institutions are struggling to establish a successful brand identity. In this article, Thomas Schmitt-Ott of the Centre for Audience Development, illustrates the principles of brand management within the culture industries. Brand management, he argues, must be consistently geared to institutional objectives and should be developed in four steps: analysis of the brand and its environment; definition of a brand identity; internal and external brand configuration; and performance review. Branding should be a long-term process, based on the specific strengths of an institution, and it must be lived and supported by all its departments.