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...