Curating the Museum as a Brand

Abstract

Curating the museum as a brand means developing a truly networked understanding of operational museum work. In doing so, the thinking and acting that is often entrenched in the classical departmental structure is deliberately broken up; this with the intention of making the museum, as an institution, more open, transparent and ultimately more sensitive to the social necessities in which this important cultural institution is embedded. The challenges we face in society as a whole demand a new sense of ‘we’ based on diversity. In the end, the aim is to develop a new understanding of social usefulness and social relevance. In this development, strategic, brand-based communication plays a key role for the museum as an institution that can bridge the gap between yesterday, today and tomorrow.

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