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NFI BRAND DEVELOPMENT BRIEF

NFI BRAND DEVELOPMENT BRIEF. FOR A NEW NAME AND CORPORATE IDENTITY FOR THE NORTHERN FLAGSHIP INSTITUTION (NFI) AND THE TRANSVAAL MUSEUM. market dynamics & competitive environment. positioning gap. stakeholder analysis. brand & organisation. the process. analysis: global learning.

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NFI BRAND DEVELOPMENT BRIEF

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  1. NFI BRAND DEVELOPMENT BRIEF FOR A NEW NAME AND CORPORATE IDENTITY FOR THE NORTHERN FLAGSHIP INSTITUTION (NFI) AND THE TRANSVAAL MUSEUM

  2. market dynamics & competitive environment positioning gap stakeholder analysis brand & organisation the process

  3. analysis: global learning CONSUMER LED content / information / programs / interactive SOCIETAL ROLE national pride, enthusiasm, education, transformation MARKETING DRIVEN brand development, positioning, consistency, architecture SUSTAINABLE PRACTICE business-wise … growth, revenue, non-consumptive PRODUCT INTEGRITY authenticity, quality, honesty, interpretation INSIDE OUT work through the staff

  4. analysis: south african imperatives TRANSFORMATION staff, collection, attitude, mindsets POLITICAL interpretive, inclusive COMMERCIAL beyond subsidies, sustainability MISSION RESPONSIBLE product integrity, societal role

  5. analysis: stakeholder landscape BRAND CONCERNED outward looking, see potential role in tourism society, includes government, tourism industry & media BRAND OWNERS Inward looking, curator mindset, academics mission driven USERS Traditionalists, need to be inspired and challenged more NON USERS don’t see relevance, historical baggage, misunderstood, PDI and Youth

  6. analysis: IZIKO lessons NOT CONSUMER LED no change in approach DID NOT WORK FROM THE INSIDE just changed the name and logo INADEQUATE RESOURCES financial & intellectual NOT BUSINESS DRIVEN Insufficient marketing

  7. brand development architecture: rationale A monolithic brand architecture – acts as a trust mark • Approach is proven internationally e.g. Smithsonian, Tate. • Will drive a sense of cohesion amongst the museums – part of one family • Economies of scale … budget realities make marketing one brand a lot more achievable. • Individual museum identities still protected by unique programming & collection

  8. brand development: possible structure NFI / NEW BRAND ANOTHER CATEGORY NATURAL HISTORY CULTURAL HISTORY MILITARY HISTORY ‘Site’ Museums Collections ‘Site’ Museums Battle Sites Collections Various ‘Site’ Museums Various Collections ‘Site’ Museums Collections Note : - The Physical Sites and Museums will carry their own distinctive names e.g. Tswaing Crater, Pioneer Museum. - ‘Collections’ would be mobile. - New “Museums” and collection categories will come on line over time requiring flexibility to accommodate growth.

  9. next steps: rollout plan SEEK APPROVAL of stakeholders for new brand strategy & Corporate Identity • Internal communication (speak the same brand language) • Marketing Collateral • Display & Directional signage • New identity launch to stakeholders & audiences (supported by PR) IMPLEMENT BASIC ROLL OUT of new identifity

  10. next steps: rollout plan Develop the INSTITUTIONAL MASTER PLANfor nmOsa & its underlying museums Develop an EXECUTIVE COMMITTEE(internally) to implement recommendations of the Master Plan TALK ABOUT IT – to your stakeholders & customers

  11. thankyou

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