In a time when cities, and even airports, find it important to differentiate themselves to remain viable, we decided to look at museum branding in the United States. What we found was really something of a shock for our seasoned brand strategists—a combination of extraordinary creativity and almost a total absence of strategy.
Let’s start by talking about two components of place branding: place making and strategic positioning. Place making is the enhancing, improving, and revising of the physical product—often the addition of new assets over time. For a city, it might mean a new children’s park or building a theater to attract respected performers.
http://bbgintegrated.com/wp-content/uploads/2018/01/Steven-Holl-.-Nelson-Atkins-Museum-of-Art-.-Kansas-City-2.jpeg320480Burkhead Brand Grouphttp://bbgintegrated.com/wp-content/uploads/2017/10/bbg-vert-tag-white-03-300x96.pngBurkhead Brand Group2018-01-17 03:09:122018-01-17 03:10:10Why Museums Need Branding - Not Just Place Making
To provide context we’ll start with developments that have completely upended everything we knew about marketing. First the arrival of the Internet and its rapid technological advances. Second is the rise of global branding. Consider how these two changes have helped redistribute the US economy: since 2000, small communities and airports (read, rural) have seen their citizen base and customer base dwindle as the best and brightest young people flee to larger cities where they find better jobs, more diversity, and more choices.
In ramping up to thinking about all we have to be thankful for we drifted into a discussion of how Places are connected to the holidays. There is the friend remembering how her car blew its engine on her way home from college. She had the most wonderful dinner with a mechanic and his family. The Place she wanted to be was Kansas City. The Place she got is one she’s never forgo
I recently met with Dion Viventi, P.E., CFI, Managing Director of The Rocky Mount – Wilson Airport. The airport is an hour east of the central Research Triangle area and serves Edgecombe, Nash and Wilson counties and some overflow from RDU. RWI is a new client for BBG, and we will begin Phase I of a long-term branding assignment in late November.
The purpose of this interview was to get Dion’s perspective on both the future of General Aviation and how smaller airports including General Aviation only airports, contribute to economic development in their surrounding towns and counties.
http://bbgintegrated.com/wp-content/uploads/2017/11/img_37182.jpg7971200Burkhead Brand Grouphttp://bbgintegrated.com/wp-content/uploads/2017/10/bbg-vert-tag-white-03-300x96.pngBurkhead Brand Group2017-11-15 03:00:592017-11-15 03:00:59Economic Development and the Future of Small Airports
What is the payoff for a city or other place-based entity that invests in branding?
Actually, before looking at the payoff, think about why you need branding? After all, every city, airport and museum already has a brand. For better or worse, anyone who knows anything about your place has it pegged as ‘something’. The ‘something’ may create brand champions, disinterest or in some cases a perception that it should be avoided at all costs.
http://bbgintegrated.com/wp-content/uploads/2017/11/shutterstock_198169034.jpg334500Burkhead Brand Grouphttp://bbgintegrated.com/wp-content/uploads/2017/10/bbg-vert-tag-white-03-300x96.pngBurkhead Brand Group2017-11-06 18:31:502017-11-07 21:08:14Five Big Results to Expect From Rebranding