Community Engagement & Impact

Revitalizing with a Rebrand: Transform Perceptions and Increase Awareness

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Museums are under pressure from all sides to conform to evolving notions of their role. How can an institution close the gap between external perception and internal reality? Can an organization use a rebrand as the heart of a transformation that goes well below the surface? In this session, marketing representatives share their failures and triumphs from recently completed multiyear rebranding initiatives.

Learning Objectives:

• Articulate the benefits of developing a robust and unique brand that asserts emotional resonance and personal relevance.
• Identify ways to assess the current perception of your museum, opportunities for institutional change, and how to begin the rebranding process.
• Recognize that keys to a successful rebrand include identifying what you want to change and why, encouraging stakeholder buy-in, and championing the process.

Panelist(s)

• 

  Stacy Dilling

  Marketing and Advertising Director
  The Field Museum

Moderator(s)

• 

  James Heaton

  President and Creative Director
  Tronvig

Panelist(s)

• 

  Amy Mannarino

  Director of Communications and Marketing
  National Museum of Women in the Arts
• 

  Leigh Walters

  Director of Marketing & Communications
  Missouri Historical Society