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

the process market dynamics & competitive environment brand & organisation stakeholder analysis positioning gap

analysis: global learning SOCIETAL ROLE national pride, enthusiasm, education, transformation SUSTAINABLE PRACTICE business-wise … growth, revenue, non-consumptive MARKETING DRIVEN brand development, positioning, consistency, architecture CONSUMER LED content / information / programs / interactive INSIDE OUT work through the staff PRODUCT INTEGRITY authenticity, quality, honesty, interpretation

analysis: south african imperatives TRANSFORMATION staff, collection, attitude, mindsets COMMERCIAL beyond subsidies, sustainability MISSION RESPONSIBLE product integrity, societal role POLITICAL interpretive, inclusive

analysis: stakeholder landscape BRAND CONCERNED outward looking, see potential role in tourism society, includes government, tourism industry & media NON USERS don’t see relevance, historical baggage, misunderstood, PDI and Youth USERS Traditionalists, need to be inspired and challenged more BRAND OWNERS Inward looking, curator mindset, academics mission driven

NOT CONSUMER LED no change in approach INADEQUATE RESOURCES financial & intellectual DID NOT WORK FROM THE INSIDE just changed the name and logo analysis: IZIKO lessons NOT BUSINESS DRIVEN Insufficient marketing

brand development architecture: rationale  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 A monolithic brand architecture – acts as a trust mark

brand development: possible structure NFI / NEW BRAND NATURAL HISTORYCULTURAL HISTORYMILITARY HISTORY ANOTHER CATEGORY ‘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.

Internal communication (speak the same brand language) Marketing Collateral Display & Directional signage New identity launch to stakeholders & audiences (supported by PR) next steps: rollout plan SEEK APPROVAL of stakeholders for new brand strategy & Corporate Identity IMPLEMENT BASIC ROLL OUT of new identifity

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

thank you