A brand is a promise: a collection of perceptions in the mind of the consumer with the anticipation of fulfilment of those perceptions. A significant number of new museum developments, particularly in the Middle East, are seeking to communicate an elusive, but meaningful promise. This promise must be relevant to the cultural reality within which the institution is to exist.
Communication of a museum brand will be most successful when it delivers something perceptually new, relevant and authoritative to local and international audiences.
Increasingly, sophisticated hosts and audiences are demanding more and the Middle Eastern context brings into sharp focus the key questions of what is a museum brand; how should it be expressed; and with whom should it be communicating?
In an international context, the potential disconnection of a cultural brand from its national "brand" or foundation creates a serious risk of failure to create and then deliver the "promise".
Nations in the Middle East are working hard on their national brand positioning and brand expression to respond to the unique, brand-driven aspects of the 21st century.
Abu Dhabi has established the Office of the Brand of Abu Dhabi; Dubai has positioned itself almost exclusively as a consumer brand and other Middle Eastern countries have engaged consultants to "re-position" them.
Some of this is driven by national pride, some of it by commercial strategy and all of it by a desire for a sustainable connected future. Museum brands within this context can have an important role to play as the objectives expand beyond just the commercial.
The Louvre and Guggenheim in Abu Dhabi are good examples of headline-grabbing initiatives that have the potential to advance the argument and respond to the question: "To what extent is the real culture of the people and the place connected to these activities?"
Museums have an important role in promoting cultural dialogue and facilitating cultural understanding through communication of the tangible and intangible heritage of the host nation but this must be based on cultural reality.
It is particularly critical that national brands and hosted museum brands are positioned to reflect the connection with national values, while respecting the appropriate cultural norms.
Museum brands need to embrace an increasing diversity in audiences. The effort in institutional branding has started and the relevance is being appreciated. With solutions that emerge from and respect the local culture, the promise can become fulfilled in the Middle East, setting new standards in museum branding that will be of international relevance.
Martyn Best is the chief executive of Cultural Innovations
Communication of a museum brand will be most successful when it delivers something perceptually new, relevant and authoritative to local and international audiences.
Increasingly, sophisticated hosts and audiences are demanding more and the Middle Eastern context brings into sharp focus the key questions of what is a museum brand; how should it be expressed; and with whom should it be communicating?
In an international context, the potential disconnection of a cultural brand from its national "brand" or foundation creates a serious risk of failure to create and then deliver the "promise".
Nations in the Middle East are working hard on their national brand positioning and brand expression to respond to the unique, brand-driven aspects of the 21st century.
Abu Dhabi has established the Office of the Brand of Abu Dhabi; Dubai has positioned itself almost exclusively as a consumer brand and other Middle Eastern countries have engaged consultants to "re-position" them.
Some of this is driven by national pride, some of it by commercial strategy and all of it by a desire for a sustainable connected future. Museum brands within this context can have an important role to play as the objectives expand beyond just the commercial.
The Louvre and Guggenheim in Abu Dhabi are good examples of headline-grabbing initiatives that have the potential to advance the argument and respond to the question: "To what extent is the real culture of the people and the place connected to these activities?"
Museums have an important role in promoting cultural dialogue and facilitating cultural understanding through communication of the tangible and intangible heritage of the host nation but this must be based on cultural reality.
It is particularly critical that national brands and hosted museum brands are positioned to reflect the connection with national values, while respecting the appropriate cultural norms.
Museum brands need to embrace an increasing diversity in audiences. The effort in institutional branding has started and the relevance is being appreciated. With solutions that emerge from and respect the local culture, the promise can become fulfilled in the Middle East, setting new standards in museum branding that will be of international relevance.
Martyn Best is the chief executive of Cultural Innovations
