Over the last few years, some of the U.K.’s top cultural venues have had their fortunes transformed by using the kind of marketing thinking that usually goes into shilling packaged goods. As a result, London’s whole cultural scene has been revitalized and appeals to a much broader audience.
We’ve been involved with a few of those campaigns, from the South Bank Centre and British Museum through to the National Theatre and Young Vic. Here’s a few of the things that we’ve learned along the way.
1. You love ballet. Don’t imagine anybody else does. (...)
2. Forget Research (...)
3. You know what you’re selling. Find out what people are buying. (...)
4. Selling isn’t selling out. (...)
Brian Millar is strategy director at Sense Worldwide. He works with companies like Nike, Vodafone, and SC Johnson to transform their global businesses.