What you will learn?
Three principles for creating and managing a valuable brand.
Beat the filter. Every one of us is receiving thousands of messages every day. What we do is filter out most of these messages. The messages that get through are those that surprise, fascinate or amuse. This is where creativity comes in.
Get on the horse. Valuable brands are created through strong leadership. Creating a brand is not a democratic process but rather a process of control and command.
Be more Roman. Great brands are not great because they are creative, but because they are organised. The most common cause for a poorly performing brand is the lack of organisation.
The Museum's professional development programme is generously supported by The Marketors' Trust.