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How brand strategy is key to organisational success (but it’s got to come from within)

Audience Development / Personas / Communication / Leadership

What is it about?

This session will uncover why brand matters in the cultural sector. You’ll explore how having a compelling brand is key to building relationships with audiences and driving organisational success.

Eleanor will share a simple but effective brand strategy model. Discover how to implement and develop the strategy within your organisation – including gaining buy-in at all levels. The session will include examples of the strategy working in practice at a range of cultural organisations including the V&A, Philadelphia Museum of Art, Royal Academy, Royal Museums Greenwich and Tate.

What will I gain?

— Understanding of why your brand is one of your most important assets

— Effective strategies to manage and build your brand

— Tried and tested techniques for getting everyone in your organisation to embrace the process, implement brand strategy in their work, and help drive success

Who is it for?

This session is aimed at senior cultural managers and directors with an interest in brand strategy.

View more information on AMA conference 2019 and book your place.


Eleanor Appleby| Head of Visitor Communications | Tate

Eleanor Appleby is Head of Visitor Communications at Tate, where she leads the strategic development and delivery of visitor communications for both London sites.

Before joining Tate she was a brand and communications consultant specialising in the cultural and not-for-profit sector, working with organisations throughout the world including the Philadelphia Museum of Art, the Smithsonian Museum of Asian Art, National Gallery of Denmark, the Ashmolean and the Royal Academy. Before that she was at the V&A for 12 years, leading on brand strategy roll out, internal communications and staff engagement, and developing marketing campaigns for major exhibitions, new galleries and events.

She is passionate about brand strategy and its role driving organisational success, and regularly delivers brand and communications training at courses and conferences, including the Clore Leadership Programme.