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 &competitiveenvironment

brand & organisationstakeholderanalysis

positioning gap

analysis: global learning

SOCIETAL ROLEnational pride, enthusiasm, education, transformation

SUSTAINABLE PRACTICEbusiness-wise … growth, revenue, non-consumptive

MARKETING DRIVENbrand development, positioning, consistency, architecture

CONSUMER LEDcontent / information / programs / interactive

INSIDE OUTwork through the staff

PRODUCT INTEGRITYauthenticity, quality, honesty, interpretation

analysis: south african imperatives

TRANSFORMATIONstaff, collection, attitude, mindsets

COMMERCIALbeyond subsidies, sustainabilityMISSION RESPONSIBLE product integrity, societal role

POLITICALinterpretive, inclusive

analysis: stakeholder landscape

BRAND CONCERNEDoutward looking, see potential role in tourism

society, includes government, tourism industry &

media

NON USERSdon’t see relevance, historical baggage,

misunderstood, PDI and Youth

USERSTraditionalists, need to be inspired

and challenged more

BRAND OWNERSInward looking, curator mindset, academics

mission driven

NOT CONSUMER LEDno change in approach

INADEQUATE RESOURCESfinancial & intellectual

DID NOT WORK FROM THE INSIDEjust 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 HISTORY CULTURAL HISTORY MILITARY HISTORY ANOTHER CATEGORY

‘Site’ MuseumsCollections

Various ‘Site’ MuseumsVarious Collections

‘Site’ MuseumsBattle SitesCollections

‘Site’ MuseumsCollections

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