Taking Your Brand To New Markets Lesley Morisetti IAAPA Museums Day - - PowerPoint PPT Presentation

Taking Your Brand To New Markets

Lesley Morisetti

IAAPA Museums Day

15th November 2010

Introduction

• Why do it?
• Host location requirements
• Drivers of opportunity
• Questions to museums?

Why Do It?

• Mission to share knowledge & research
• Leverage expertise
• Leverage brand & collection

Guggenheim

La Cite des Sciences, Paris

Host Location Objectives

• Establish museums service
• Create partnerships to build ‘world class’ offer
• Become a cultural destination

Establish Museums Service : Sharjah

Partners for Museum Development : Qatar

Planned development National Museum of Qatar, Doha Museum of Islamic Art, Doha QMA partners reported to include: British Museum Louvre Museum of Islamic Arts, Egypt Royal Collection of Morocco

Cultural Destination: Saadiyat Island

• Guggenheim Abu Dhabi
• Louvre Abu Dhabi
• Zayed National Museum
• Performing Arts Centre
• Maritime Museum

Saadiyat Island : Louvre

Louvre Agreement with Abu Dhabi Government

Fee

(US$ millions)

Use of Louvre brand name 525.0

• 30 year agreement between Governments
• Created controversy over ‘selling French heritage’

Use of Louvre brand name 525.0 Special exhibitions (4 per year for 15 years) 253.5 Art loans (200 to 300 artworks over 10 years) 247.0 Management advice (over 20 years) 214.5 Total 1,240.0

Source: Wikipedia

Saadiyat Island : British Museum

“The British Museum will serve as a consulting partner to the Zayed National Museum’s operating body in Saadiyat Island’s Cultural District and will advise on a full range of issues, from design, construction and museography to educational and curatorial programming as well as museography to educational and curatorial programming as well as training.” TDIC Abu Dhabi “We never wanted this project to be our outpost. We didn’t want a British Museum Abu Dhabi. Our preferred route is to work with partners and that’s what we’ll be doing here.” Justin Morris, the British Museum’s Head of Development

Drivers of Opportunity

Licensing brand:

• International awareness of brand
• Uniqueness of name
• A transferrable name
• Nature of collection (artifacts v science)
• Nature of collection (artifacts v science)

Providing consultancy services:

• Strength of reputation for area of expertise

Questions to Museums?

• Is your priority to share knowledge or to drive

income?

• Does the host’s mission support yours?
• Which is the greatest driver: iconic structure,

brand or content?

• Is ‘culture’ transferrable across geographies?