Cynthia Round - Rebranding: Making a 145-Year-Old Institution Not Only Relevant but Irresistible
- 1. Can We Make Our Museums Irresistible? Smithsonian National Museum of African Art Board Presentation 10.29.16 Rebranding: Beyond Relevant to Irresistible Digital Summit 2017 #DSPHL [email protected] @nycinzia
- 3. The Metropolitan Museum of Art Founded in 1870 5000 years of art and culture From every corner of the world
- 4. “I want to put the Met on the bucket list of everyone in the world” “We want to put the Met on the bucket list of everyone in the world”
- 6. How is this museum significant in the lives of its loyal users?
- 8. Life to art, Art to lives Living, real Connection Welcoming Insight Curiosity Unexpected Ancient history Distant Elite Learning Facts Expected 8
- 9. Naming The Metropolitan Museum of Art The Met Legal Entity/Formal Use Common Use Name Locations The Met Fifth Avenue The Met Breuer The Met Cloisters
- 13. Digital
- 14. Visitor Experience Information & Navigation System Entry Experience
- 16. SoundWalk 9:09
- 17. #EmptyMet
- 23. 7 MillionMuseum visitors 37% visitors18-35 years old 31 Millionwebsitevisitors 2M Instagram/3.3M Twitter MostvisitedNYC attraction TripAdviser Travelers’ Choice: #1 Art Museum in the World NYC… Tri-State… Other US 19% Int’l 41% The Met Fifth Avenue Fiscal Year 2016 190 countries
- 24. Beyond Relevantto Irresistible How isYOUR BRANDsignificant in the livesof your loyal users?
- 25. Brand Audit Think about the specific things that trigger this brand’s identity in your mind… What specific feelings do you experience in connection with it? What personal memories, folklore or associations does this brand bring to mind? Beyond the technical function it performs, what does this brand dofor youthat other brands in this category donot? How dothe feelings and emotions it evokes in you differ from those of its competitors? How dopeople who choose this brand differ from those who choose other brands?
- 26. Brand = Relationship Excavate insight into the brand relationship Understand andinterpret what it means: How is the brand significant in the lives of its users? Distill to its essence Express it…creatively and consistently Strengthen the emotional bond in everything youdoto create an irresistible brand relationship
- 27. Beyond Relevantto Irresistible Contact [email protected] Follow@nycinzia #DSPHL