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NFI BRAND DEVELOPMENT BRIEF

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Title: PowerPoint Presentation Author: Microsoft Office Last modified by: PMG Created Date: 2/24/2005 7:12:56 AM Document presentation format: On-screen Show – PowerPoint PPT presentation

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Title: NFI BRAND DEVELOPMENT BRIEF


1
NFI BRAND DEVELOPMENT BRIEF
  • FOR A NEW NAME AND
  • CORPORATE IDENTITY FOR THE
  • NORTHERN FLAGSHIP INSTITUTION (NFI)
  • AND THE TRANSVAAL MUSEUM

2
the process
3
analysis global learning
CONSUMER LED content / information / programs /
interactive
SOCIETAL ROLE national pride, enthusiasm,
education, transformation
MARKETING DRIVEN brand development, positioning,
consistency, architecture
SUSTAINABLE PRACTICE business-wise growth,
revenue, non-consumptive
PRODUCT INTEGRITY authenticity, quality,
honesty, interpretation
INSIDE OUT work through the staff
4
analysis south african imperatives
TRANSFORMATION staff, collection, attitude,
mindsets
POLITICAL interpretive, inclusive
COMMERCIAL beyond subsidies, sustainability
MISSION RESPONSIBLE product integrity, societal
role
5
analysis stakeholder landscape
BRAND CONCERNED outward looking, see potential
role in tourism society, includes government,
tourism industry media
BRAND OWNERS Inward looking, curator mindset,
academics mission driven
USERS Traditionalists, need to be inspired and
challenged more
NON USERS dont see relevance, historical
baggage, misunderstood, PDI and Youth
6
analysis IZIKO lessons
NOT CONSUMER LED no change in approach
DID NOT WORK FROM THE INSIDE just changed the
name and logo
INADEQUATE RESOURCES financial intellectual
NOT BUSINESS DRIVEN Insufficient marketing
7
brand development architecture rationale
A monolithic brand architecture acts as a trust
mark
  • Approach is proven internationally e.g.
    Smithsonian, Tate.
  • Will drive a sense of cohesion amongst the
    museums part of one family
  • Economies of scale budget realities make
    marketing one brand a lot more achievable.
  • Individual museum identities still protected by
    unique programming collection

8
brand development possible structure
NFI / NEW BRAND
ANOTHER CATEGORY
NATURAL HISTORY
CULTURAL HISTORY
MILITARY HISTORY
Site Museums Collections
Various Site Museums Various Collections
Site Museums Battle Sites Collections
Site Museums Collections
Note - The Physical Sites and Museums will
carry their own distinctive names e.g.
Tswaing Crater, Pioneer Museum. - Collections
would be mobile. - New Museums and collection
categories will come on line over time requiring
flexibility to accommodate growth.
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22
next steps rollout plan
SEEK APPROVAL of stakeholders for new brand
strategy Corporate Identity
IMPLEMENT BASIC ROLL OUT of new identifity
  • Internal communication (speak the same brand
    language)
  • Marketing Collateral
  • Display Directional signage
  • New identity launch to stakeholders audiences
    (supported by PR)

23
next steps rollout plan
Develop the INSTITUTIONAL MASTER PLAN for nmOsa
its underlying museums
Develop an EXECUTIVE COMMITTEE (internally) to
implement recommendations of the Master Plan
TALK ABOUT IT to your stakeholders customers
24
thank you
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