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Marketing

How to communicate your value – segmentation, targeting, positioning

How do we communicate the instrumental and intrinsic values of the arts?

Dr. Gary Vikan, former Director of The Walters Art Museum, talks about the dangers of using economic impact as argument for the arts, the importance of articulating the intrinsic nature of the art experience and how neuroscience might unlock the mystery of that experience.

A Logo Is Not a Brand

Brands aren’t just logos- they are a huge range of things that contribute to customer perceptions.