Refining a vision and brand positioning for a leading cultural institution

Challenge

Keeping existing audiences engaged, and attracting new ones, is an on-going challenge for longstanding arts and cultural organizations. Needs, desires and motivations of visitors continue to evolve in the 21st century. Offering a strong and clear value proposition is critical to success.

Solution

To support the refinement of the organization’s vision and brand positioning, we provided a deep understanding of visitor motivations and expectations, and clear direction on how best to re-position the organization to remain relevant and vital.

Insights were delivered using exploratory focus groups as well as on-going quantitative brand tracking to measure awareness and brand health, including strengths and vulnerabilities relative to competitors.

Outcome

Our insight enabled the organization to develop a compelling vision and brand positioning in order to keep growing and engaging its audience base.