Resumen de Rebranding: A Guide for Historic Houses, Museums, Sites, and Organizations.
Mindy Price (res.)
In recent years, many museums and history organizations have been contemplating the need for a refresh to appeal to younger and more diverse audiences. While some have already made considerable changes and updates to their content and programming, names like “historic house” and “historical society” often carry dry or stuffy connotations that can mislead potential visitors. These names and brands may no longer reflect the audience’s experience. Rebranding the organization with a new name and look can help both to improve clarity, and to better showcase these more modern and inclusive offerings. It can even increase visibility and attract new visitors to the site. However, rebranding a history organization can come with unique challenges. How do you reassure your dedicated donors and members that you will continue to honor the institutional history and legacy of the founders? Will you lose existing brand equity with the change? Using real examples from thirteen case studies, Jane Mitchell Eliasof’s Rebranding: A Guide for Historic Houses, Museums, Sites, and Organizations highlights this growing trend and shows how other organizations were able to acknowledge their past, while making an important change for their institutional trajectory.
