Alliance Forum 10/25, 8:30-11am

How does arts sponsorship emotionalize a brand?


If the brand is Target, the answer is: “Get inspired. Get in for free” which extends the store’s brand promise of: “Expect more. Pay less.” (See adjacent Target ad publicizing “free admission for the whole family.”)
If the brand is the Public Theater, the answer lies in staying faithful to its institutional identity while stretching its offerings – think Joe’s Pub AND free Shakespeare in the Park – while driving for awareness.
The next New York Times/Alliance for the Arts Forum – co-produced by Trudel MacPherson – will feature Target’s Senior Manager of Community Relations, Glyn Northington and Andrew Hamingson, Executive Director of the Public Theater, discussing: THE GIVE AND TAKE OF CULTURAL BRANDING.
Arthur Cohen, President of LaPlaca Cohen, will add his analysis on why brands need the arts and how arts organizations can provide new and distinctive opportunities to help companies humanize their brands and build connections to cultural consumers.
The panel will be moderated by Times Culture reporter, Patricia Cohen, and panelists will show recent branding materials and take questions from the audience.
Trudel MacPherson is pleased to help organize this important discussion to help arts organizations think differently about how to articulate their brand building merits and to help funders and corporations imagine new ways of engaging people in productive creative journeys. We see it as “Natural Selection + Cultural Seduction.” Recent surveys by AMS Research and Planning LaPlaca Cohen highlight cultural consumers’ intention to continue to maintain or increase their participation in arts activities – recession not withstanding!
The Trudel MacPherson/Alliance/Times October 25th panel will probe:
  • Some of the ways arts organizations can best position themselves to appeal to stressed, cautious consumers by providing value, inspiration, authenticity and a place to connect and communicate with friends and family and
  • How creative corporations can align their brands with what really matters to cultural consumers.

Join us at the Times Center, 242 West 41st Street, Monday October 25th. Coffee/ reception @ 8:30am, Panel 9:30-11am. See you there!

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