The Basics Archives - Heritage Pioneers

17Jun

By Marina HauerNo Comments

What does Brand mean for Heritage?

In the private sector, there's nobody who doesn't talk about brand. Brand marketing, brand recognition, brand development, brand valuation - much energy and money is spent chasing all these highly valued concepts. When I mention brand in connection with heritage, I get less enthusiastic responses. Responses ranging from 'that's nice but I don't know anything about it' to 'we don't need this'. Brands are either thought of as giant providers of consumer goods, or as designs. Neither is fully true. But what, then, is a brand? I'd like you to think of your favourite restaurant. Why is it your favourite? The food will be good (otherwise it wouldn't be your favourite), but what else? Do you have special memories there? What's the atmosphere like? What about the experience do you enj...

How to Reconnect with your Members post Covid-19

As an industry that is based largely on interactions with physical sites or events, Covid-19 has hit the heritage sector hard. And while efforts have been made to provide financial support during the crisis, one aspect has suffered particularly: the direct connection to our visitors and members. The digital communication chasm Having to close sites and cancel events naturally has a direct impact on finances, and a third of third-sector organisations and community groups are concerned about surviving the summer. But the loss goes beyond the immediate numbers. Many heritage organisations, unused to doing a significant amount of their outreach online, have not stayed in touch with those audiences they rely on so heavily for support. And I'm not talking about a solitary email sayi...

Welcome to Heritage Pioneers!

Welcome to Heritage Pioneers, a space for owners, curators, managers and custodians of cultural and heritage organisations. A space to discuss new ideas about visibility and reputation. A space to explore best practice of what it means to be a heritage brand. And most importantly, how to connect to 21st Century audiences successfully and in a meaningful way. I started this blog for two reasons: First, because I was looking for a space for custodians that wasn't just about technical advice on how to repair your thatched roof or apply for grant funding, but rather about building human connections around the topic of heritage - and there wasn't one. I have a heritage background (the picture is of me working on Salisbury Cathedral). But I've also been running my own branding business...