Comments

• 

  written on 15-Jan-2009

  russell.volckmann [http://www.webjam.com/brandintegrity] says:

  Cristián, this is a great paper. And I think some of the discoveries and observations in the Arts sector apply equally well to creative services as well as brand & ad agencies—or other market sectors still. For example, we all need to be pushing the limits of creativity to maintain relevance. And with each new creative attempt, or each new campaign or brand extension—there is always the element of risk, and always the need to constantly prove and reinvent.

• 

  written on 15-Jan-2009

  cristian.saracco says:

  Hi Russ!
  
  Thank you very much... And that's the idea, learning from others!

• 

  written on 06-Jun-2009

  Erich Joachimsthaler [http://www.vivaldipartners.com] says:

  I worked on a branding exercise of the New York City Center which does a range of scores. We focused on Encores! which is a special series of the great American musical. It is an alternative to Broadway. I like the ideas in the article but I feel that you have too narrowly cast the role of branding in the arts and sometimes also overstated it. For example, I don't think branding "sets the framework in terms of encouraging creativity and allows to judge the relevance of new ideas."
  
  Other areas of branding are really not discussed. In fact, my assignment had much less to do with influencing the selection of scores or discussions regarding the artistic or creative direction (which I think should not be a branding matter), but it was to build a program around younger audiences, segmenting them and launching an initiative for the adoption of social networking tools (we have now bloggers in the top rows that are difficult to sell in the first place who report from performances live, for example); we have artists twitter for a day or week depending what we can get; and we have a program of engaging young theatregoers to engage with NYCC before and hopefully longer afterwards with the theatre. We not merely make the particular performance a "consistent experience across all sense" as you describe in Glyndebourne Festival. I actually take an issue with that -- I don't want a consistent experience -- consistency is maybe good for airline services and that does not work always. Swiss Airlines was uniform and consistent and is now bankrupt, bought up by Lufthansa. Instead merely creating an experience, our goal was to create a daily life experience, not a brand experience of the performance itself (that would have been against the holy grail of the artistic director who is quite opinionated about his vision, btw). So, our goal for branding was to deeply root the experience in the daily lives of young consumers, create conversation and stimulate thoughts beyond the performance itself. Thanks for writing the article.

• 

  written on 08-Jun-2009

  cristian.saracco [http://www.brand30.net] says:

  Hi Erich!
  
  Good to see you here!... It's true, not all the ares of branding were discussed in this article. Actually the focus was on how the brand is living internally in museums, theaters... and the tension between creating a relevant experience and the experience creted by artist.
  
  Hence, when we are talking about consistency, we are talking about an internal institution issue. Perhpas that point wasn't arose so clear... (Uopps!)
  
  I agree with you that consistency, speciffically, when you are creating a daily life experience based on dialogue, is not an issue (probably, it becomes a limitation)... We are also working in inciatives as the ones you mentioned (visit the just launched http://www.recyecology.net) where dialogue is the king!
  
  Thanks again & cheers!

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