BRAND POSITIONING

MUSEUM OF CONTEMPORARY ART, LOS ANGELES

AGENDA

COMPANY

CHALLENGE

CATEGORY

CONSUMER

CULTURE

COMPETITION

BRAND PILLARS

BRAND PROMISE

BRAND POSITIONING

MANIFESTO

BRAND PERSONALITY

C O M PA N Y

THE ESSENTIALS

FOUNDED IN 1979

MISSION: TO BE THE WORLD’S DEFINING MUSEUM OF CONTEMPORARY ART

TODAY: THE ONLY (STRICTLY) CONTEMPORARY ARTMUSEUM IN LOS ANGELES

ROOTS: THREE INFLUENCERS AT A FUNDRAISER INLA WHO SHARED A LOVE OF CONTEMPORARY ART

COMPANY

HUMBLE BEGINNINGS

MOCA RECEIVED NO GOVERNMENT FUNDING

MANY INITIAL DONORS WERE YOUNG AND SUPPORTING THE ARTS FOR THE FIRST TIME

COMPANY

“THERE ISN’T A CITY IN AMERICA -- NOT NEW YORK, NOT CHICAGO, NOT HOUSTON, NOT SAN FRANCISCO -- WHERE A MORE IMPRESSIVE MUSEUM COLLECTION OF CONTEMPORARY ART CAN BE SEEN.”

THE ORIGINAL CROWDFUNDING

-LA Times on MOCA

AND LOOK WHAT THEY HELPED BUILD:

COMPANY

CURRENT AFFAIRS

DIRECTOR JEFFREY DEITCH HAS RECENTLY MADE SOME UNWELCOME CHANGES AT MOCA

PROMPTING THE BOARD OF TRUSTEES TO LEAVE THE MUSEUM

RESULTING IN AN OVERALL DECLINE IN DONATIONS AND SUPPORT FROM THE ART WORLD.

COMPANY

– Jason Edward Kaufman, Art Journalist

“DEITCH HAS ALWAYS BEEN MORE ABOUT MONEY AND BLING THAN SUBSTANCE, AND HE IS SHOWING THE SAME TENDENCIES AT MOCA THAT HE DID AS A GALLERIST -- PLACING A HIGH PREMIUM ON BIG, FLASHY, DECORATIVE, AND RACY CONFECTION WITH A SOUPCON OF COUNTER-CULTURE POLITICAL ATTITUDE.”

CURRENT AFFAIRS

COMPANY

CURRENT AFFAIRS

DEITCH’S RECENT “ART IN THE STREETS” EXHIBIT FEATURING GRAFFITI ARTISTS WAS MET WITH NEGATIVE REVIEWS FROM CRITICS WHO FELT IT WAS A ONE-OFF DONE IN POOR TASTE.

COMPANY

ON TREND

HOWEVER,

ATTENDANCE AT “ART IN THE STREETS”WAS A REPORTEDALL-TIME HIGH.

COMPANY

“I BELIEVE THAT AN ART EXHIBITION CAN BE ENGAGING, FUN, AND DEEPLY INTELLECTUALLY SATISFYING AND SERIOUS. THESE ARE NOT CONTRADICTO RY CONCEPTS IN ART.”

– Jeffrey Deitch, MOCA Director

SPACE FOR BOTH SIDES

COMPANY

C H A L L E N G E

CONTEMPORARY CONUNDRUM

-Branding the Public Art Museum Sector,Melbourne Business

Steven Wilson

“WHILE PUBLIC ART MUSEUMS CAN BE SEEN AS RELEVANT, ACCESSIBLE, INTERESTING, AND EXCITING, THEY’RE ALSO PERCEIVED TO BE ELITIST, STUFFY, CONSERVATIVE, AND JUDGMENTAL.”

CHALLENGE

CONTEMPORARY CONUNDRUM

MANY FEEL THAT THE CULTURAL VALUES OF THE ART WORLD ARE BEING DUMBED DOWN. HOW CAN MOCA MAKE ART ACCESSIBLE FOR EVERYONE WHILE MAINTAINING A SENSE OF CULTURAL PRESTIGE?James Victore

CHALLENGE

C AT E G O RY

MUSEUMS NEED SUPPORT

MUSEUMS DIRECTLY CONTRIBUTE

TO THE NATIONAL ECONOMY.

$21 BILLION

*BUT ONLY A SMALL (AND SHRINKING) PERCENTAGE OF

AMERICA’S 17,500+ MUSEUMS RECEIVE FEDERAL FUNDING.

CATEGORY

MOCA RELIES ON GENEROSITY

FROM DONORS & ATTENDANCE

FROM THE GENERAL PUBLIC

MUSEUMS NEED SUPPORT

CATEGORY

C O N S U M E R

WHO WE NEED

“CULTURE-SEEKERS”

“AFICIONADOS”

GENERAL MUSEUM VISITORS

ARTISTS, DONORS, CURATORS & CRITICS

CONSUMER

WHAT THEY NEED

“CULTURE-SEEKERS” “AFICIONADOS”

FUN

ACCESSIBILITY

FEEL ENGAGED

LEARN SOMETHING NEW

MEMORABLE EXPERIENCE

REPUTATION

VISIBILITY

FEEL INFLUENTIAL

SCHOLARLY COMMUNITY

INTELLECTUAL STIMULATION

GENERAL MUSEUM VISITORS ARTISTS, DONORS, & CRITICS

?

CONSUMER

WHAT THEY NEED

“CULTURE-SEEKERS” “AFICIONADOS”

FUN

ACCESSIBILITY

FEEL ENGAGED

LEARN SOMETHING NEW

MEMORABLE EXPERIENCE

REPUTATION

VISIBILITY

FEEL INFLUENTIAL

SCHOLARLY COMMUNITY

INTELLECTUAL STIMULATION

GENERAL MUSEUM VISITORS ARTISTS, DONORS, & CRITICS

CONSUMER

WHAT THEY NEED

“CULTURE-SEEKERS”

FUN

ACCESSIBILITY

FEEL ENGAGED

FUN EXPERIENCE

SEE THE DIFFERENCE THEIR CONTRIBUTION

MAKES

GENERAL MUSEUM VISITORS

“AFICIONADOS”ARTISTS, DONORS, & CRITICS

FEEL INFLUENTIAL

EDUCATION

SCHOLARLY COMMUNITY

INTELLECTUAL STIMULATION

REPUTABLE INSTITUTION

VISIBILITY

CONSUMER

CONSUMER INSIGHT

WHEN ALL IS SAID AND DONE, MUSEUM VISITORS AND MUSEUM SUPPORTERS SHARE A COMMON GOAL: EDUCATION.

WE NEED TO SHIFT THE FOCUS FROM MONEY, REPUTATION, AND BIAS,

AND GIVE MORE ATTENTION TO THE HEART OF WHAT MUSEUMS STAND FOR.

CONSUMER

CONSUMER INSIGHT

“CULTURE-SEEKERS”

“AFICIONADOS”

STUDENTS

TEACHERS

CONSUMER

C U LT U R E

BARRIER TO ENTRY

WE MUST ALSO TAKE INTO CONSIDERATION THE FACT THAT MANY MEMBERS OF OUR GENERAL AUDIENCE EXPRESS A DISTASTE FOR CONTEMPORARY ART.

SINCE IT HAS NO DEFINING STYLE, MANY ARE UNSURE EXACTLY WHAT IS CONSIDERED CONTEMPORARY ART.

CULTURE

CONTEMPORARY ART SUCKS?

“THE VAST MAJORITY OF THE WORK [LOOKED LIKE] THINGS THAT...PRESCHOOLERS COULD ACCOMPLISH WHILE BLINDFOLDED.”

-VISITOR TO NEW MUSEUM IN NYC,YELP REVIEW

CULTURE

“I CAN’T ANSWER FOR EVERYONE, BUT I JUST DON’T THINK IT TAKES ANY GREAT TALENT TO SPATTER PAINT ON A CANVAS (JACKSON POLLACK) OR PAINT CUBES (VARIOUS ARTISTS). HOW DOES ONE DISCERN ANY MEANING TO SUCH THINGS? IS IT LIKE THE INK BLOTS DURING A PSYCHOLOGICAL EXAM? HOW DO I TELL GOOD SPLATTERING FROM BAD SPLATTER? IT’S MUCH EASIER TO LOOK AT A PAINTING THAT GIVES YOU SOME SORT OF IDEA OF THE MESSAGE IT’S TRYING TO CONVEY.”

CONTEMPORARY ART SUCKS?

-ROGUE726, Yahoo Answer

CULTURE

ART & PLEASURE

PAUL BLOOM, A YALE ACADEMIC, CONDUCTED A CASE STUDY ON THE COGNITIVE SCIENCE OF PLEASURE AS IT RELATES TO ART.

HE FOUND THAT MANY OF HIS SUBJECTS DISLIKED CONTEMPORARY ART BECAUSE THEY FELT THEY COULDN’T UNDERSTAND IT.

CULTURE

IT NEEDS CONTEXT

“‘HUMANS ARE INCAPABLE OF JUST GETTING PLEASURE FROM THE WAY SOMETHING LOOKS’, HE ARGUES. ‘THE HISTORY OF AN ARTWORK IS ABSOLUTELY CRITICAL, ALTHOUGH YOU MIGHT ARGUE THAT IT SHOULDN’T BE.IT IS JUST THE WAY OUR MINDS ARE BUILT.’”

-Paul Bloom, Yale Academic

CULTURE

MEANWHILE, A ‘12 GALLUP POLL REVEALED

ARE UNSATISFIED WITH THE CURRENT STATEOF THE EDUCATION SYSTEM IN THE U.S.

FILLING THE GAPS

CULTURE

53% OF AMERICANS

MORE AND MORE PEOPLE ARE TURNING TO ONLINE ALTERNATIVES LIKE SKILLSHARE, COURSERA, OPENCULTURE.COM AND EVEN YOUTUBE TUTORIALS TO FILL THIS PERCEIVED EDUCATION GAP.

FILLING THE GAPS

CULTURE

INSIGHT

MOCA ALREADY OFFERS A BROAD RANGE OF EDUCATIONAL COURSES, AND WORKS HARD TO INCORPORATE CURRENT EXHIBITIONS IN THEIR CLASSES.

HOWEVER, MOCA DOESN’TINCORPORATE THESE EXTENSIVE EDUCATIONAL EXPERIENCES IN THE EXHIBITIONS THEMSELVES.

INSIGHT

CAN WE MAKE EACH VISIT TO THE MOCA FEEL LIKE A FUN CLASS?

MUSEUMS HAVE THE OPPORTUNITY & RESOURCES TO BE MORE ENGAGING THAN A TRADITIONAL CLASSROOM.

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GENERAL AUDIENCE TO BETTER UNDERSTAND CONTEMPORARY ART AND ARTISTS

what this would help achieve

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6NOT INTIMIDATING OR ELITIST BECAUSE IT COMES FROM A PLACE OF LEARNING

what this would help achieve

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UPHOLD CULTURAL VALUES OF THE ART WORLD BY PLACING EVERY INSTALLATION IN AN EDUCATIONAL ENVIRONMENT

what this would help achieve

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6ENSURES GENERAL AUDIENCE MEMBERS DON’T HAVE AN ISOLATED EXPERIENCE

what this would help achieve

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HELP SUPPLEMENT EDUCATION AND FILL

PERCEIVED GAPS

what this would help achieve

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6PROVIDE GENERAL

AUDIENCE MORE VALUE FOR THEIR

MONEY

what this would help achieve

C O M P E T I T I O N

COMPETITION

THE GETTY CENTER OPENED IN 1997, BUT THE FOUNDATION HAS BEEN AROUND SINCE 1954

ATTENDEES MOSTLY TOURISTS

COLLECTION OF AMERICAN AND EUROPEANART DATING BACK TO THE MIDDLE AGES

SOME CONTEMPORARY AND MODERN ART

1.3 MILLION ANNUAL VISITORS

KNOWN FOR ARCHITECTURE & GARDENS

OFFER HANDS-ON ACTIVITIES AS WELL AS COURSES AND LECTURES

MORE TRADITIONAL MUSEUM APPROACH

COMPETITION

ESTABLISHED IN 1961

ATTENDEES MOSTLY LA NATIVES

LARGEST ART MUSEUM IN THE WESTERN UNITED STATES

FIRST MUSEUM TO BREAK 1 BILLION VISITOR MARK IN 2011

EMPHASIZE MUSIC AND FILM

COVERS BROADER ARTISTIC PERIODS

MUCH SMALLER COLLECTION OF CONTEMPORARY ART

OFFER COURSE PROGRAMS THAT CONNECT SPECIFICALLY TO EDUCATORS

COMPETITION

LOS ANGELES LEISURE

EDUCATIONAL

REBELLIOUS TRADITIONAL

ENTERTAINMENT COMPETITION

LOS ANGELES LEISURE

BRAND PILLARS

I. NEVER PRIORITIZE MONEY OR STATUS OVER THE APPRECIATION OF ART.

II. ALWAYS SUPPORT THE REBELS.

III. SPREAD KNOWLEDGE AND UNDERSTANDING OF CONTEMPORARY ART.

IV. FOSTER THE RELATIONSHIP & DIALOGUE BETWEEN ARTISTS AND AUDIENCES.

V. CONTROVERSY IS GOOD, IT MEANS PEOPLE ARE QUESTIONING THINGS.

BRAND POSITIONING

MOCA PROVIDES THE CATALYSTS FOR LEARNING THROUGH ITS INTERACTIVE AND UNRIVALED DISPLAY OF CONTEMPORARY ART.

BRAND PROMISE

AN ESCAPE FROM ME

DIO

CR

ITY.

BRAND MANIFESTO

MOCA is a rebel with a cause.

That cause has nothing to do with celebrities, with money, with big events, bright lights, or disco balls (although we do love a good disco ball).

It has nothing to do with status or popularity. In fact, we’ve never been one to care much for the mainstream. Join a crowd and you’re likely to get lost in it.

Our cause is simple: to create a space full of conversations and controversies, where people aren’t afraid to ask the question “What the hell is that?”

MOCA is a place where curiosity is key and convention is the enemy.

We believe that art is subjective, and you’re allowed to hate it. But not before you’ve given it a chance to explain itself, to reveal itself to you and maybe even teach you.

We dare you to reject your preconceived notions of “art”, or at least leave them at the door. Embrace, if only for a few hours, a world without rules or limits. Where words like “status quo” and “etiquette” don’t even exist.

We believe in disrupting normal and shaking things up, because that’s how progress is made.

BRAND PERSONALITY

REBLLIOUS, BUT NOT RECKLESS.A CULTURAL PROVOCATEUR.A SCHOLARLY NONCONFORMIST.

“CONTEMPORARY ART HATES YOU,IF YOU IGNORE IT, IF YOU FAIL TO INVESTIGATE IT -- IT WILL HATE YOU.”

-John Waters, Artist, Curator, Filmmaker, Collector

T H A N K Y O U

APPENDIX

SLIDE 4 - 61. MOCA website www.moca.org2. MOCA wikipedia page https://en.wikipedia.org/wiki/Museum_of_Contemporary_Art,_Los_Angeles3. NY Times “museum of contemporary art” topic http://topics.nytimes.com/top/refer-ence/timestopics/organizations/m/museum_of_contemporary_art/index.html4. LA Times article http://www.latimes.com/entertainment/arts/culture/la-et-cm-knight-moca-nga-notebook-20130316,0,1938218.story

SLIDE 7 5. Vanity Fair “How do you solve a problem like MOCA” http://www.vanityfair.com/cul-ture/2013/03/problem-moca-la-jeffrey-deitch6. LA Times Critic’s Notebook “LACMA: MOCA’s New Old Suitor” http://articles.la-times.com/2013/mar/08/entertainment/la-et-cm-critics-notebook-moca-lacma-merg-er-201303077. LA Times “Exclusive: LACMA moves to take over MOCA” http://www.latimes.com/en-tertainment/arts/culture/la-et-cm-lacma-moca-merger-20130307,0,3674544.story8. Petition against changes at MOCA, started by some former Board of Trustees members http://mocamobilization.org/9. Artinfo blog “LA MOCA’s Merchant of Bling” http://blogs.artinfo.com/in-view/2012/07/19/la-mocas-merchant-of-bling/

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SLIDE 810. Huffington Post “MOCA Mobilization Releases Petition to Save Struggling Museumhttp://www.huffingtonpost.com/2012/07/25/moca-mobilization-release_n_1702930.html

SLIDE 9 & 1011. Huffington Post “‘Art in the Streets’ sets record for MOCA, sort of” http://latimes-blogs.latimes.com/culturemonster/2011/08/art-in-the-streets-is-most-attended-show-in-moca-history.html12. Huffington Post “MOCA’s Art in the Streets Experiences Praise, Criticism” http://www.huffingtonpost.com/2011/05/01/mocas-art-in-the-streets-_0_n_855995.html13. Huffington Post “Exhibit Invites Unwanted Graffiti” http://www.huffingtonpost.com/2011/04/17/mocas-art-in-the-streets-_n_850197.html#s26522

SLIDE 1114. Huffington Post “MOCA Mobilization Releases Petition to Save Struggling Museum” http://www.huffingtonpost.com/2012/07/25/moca-mobilization-re-lease_n_1702930.html

SLIDE 1315. Branding the Public Art Museum Sector, Melbourne Business, by Associate Marketing Professor Jody Evans at Melbourne Business School, University of Mel-bourne Feb 2013 (pdf) http://works.bepress.com/jody_evans/

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SLIDE 1616. American Alliance of Museums, “Museum Facts” http://www.aam-us.org/about-mu-seums/museum-facts

SLIDE 1717. MOCA wikipedia page https://en.wikipedia.org/wiki/Museum_of_Contemporary_Art,_Los_Angeles

SLIDE 26 -2818. American Association of Museums TrendsWatch 2012 http://aam-us.org/docs/cen-ter-for-the-future-of-museums/2012_trends_watch_final.pdf19. Yahoo Answer “Why do so many people dislike contemporary art?” http://answers.yahoo.com/question/index?qid=20060825041827AA3pq7m20. Yelp Review, review of New Museum in NYC http://www.yelp.com/biz/new-muse-um-of-contemporary-art-new-york-2

SLIDE 29 - 3021. How Pleasure Works, Paul Bloom, NPR book review http://www.npr.org/templates/story/story.php?storyId=12822036922. Why Modern Art is All in the Mind, The Guardian, Paul Bloom case study http://www.guardian.co.uk/artanddesign/2010/jun/20/modern-art-all-in-mind

SLIDE 31-3223. Inc. magazine “Skillshare Takes on Education Gap” http://www.inc.com/best-in-dustries-2013/april-joyner/skillshare-education-gap.html

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24. NPR Digital Network WWNO Can online education tackle achievement gap? http://wwno.org/post/can-online-education-tackle-achievement-gap25. Huffington Post “American Public Education: Gallup Poll Results Show Majority of Americans Dissatisfied” http://www.huffingtonpost.com/2012/08/31/gallup-poll-re-sults-show-_n_1844774.html26. Gallup Poll 2012 http://www.gallup.com/poll/156974/pri-vate-schools-top-marks-educating-children.aspx?utm_source=alert&utm_medium=e-mail&utm_campaign=syndication&utm_content=morelink&utm_term=All

SLIDE 3327. MOCA website http://www.moca.org/pdf/press/MOCAtv_ArtistsTalk.pdf28. MOCA website www.moca.org/education

SLIDE 4229. LA Times “LA Museum Attendance” http://articles.latimes.com/2011/mar/30/en-tertainment/la-et-museum-attendance-2-2011032930. Getty website http://www.getty.edu/education/31. Getty website http://www.getty.edu/museum/about.html

SLIDE 4332. LA Times “LA Museum Attendance” http://articles.latimes.com/2011/mar/30/en-tertainment/la-et-museum-attendance-2-2011032933. LACMA website http://www.lacma.org34. LACMA website http://www.lacma.org/education-programs

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