The Rollercoaster of Brand Marketing: How to Learn from (Our) Successes and Pitfalls in Launching New Brands

Do you launch a new brand from the top down or the bottom up? Is every tactic and strategy a winner? Is your brand strategy still successful years later? Both the Ohio History Connection and the Smithsonian Institution have recently embarked on name changes or brand refreshes. At the 2015 Smithsonian Affiliations National Conference, colleagues from each organization will tackle what can be learned from launching new brand strategies.

A sample ad from the Smithsonian "Seriously Amazing" campaign in 2012.

A sample ad from the Smithsonian “Seriously Amazing” campaign in 2012.

Erika Ferrin is the Brand Marketing Manager at the Smithsonian Institution. The Smithsonian launched a new branding campaign in 2012 with the new tagline “Seriously Amazing,” a way to broaden people’s understanding of what the Smithsonian is and does. But what has happened in the past three years? Erika will give an overview of what has happened, for better or for worse, since the Smithsonian decided to update its brand.

Jamison Pack is the Chief Marketing Officer at Ohio History Connection, a Smithsonian Affiliate in Columbus, Ohio. Last spring, Ohio Historical Society changed its name to Ohio History Connection to make history more accessible. The name change came after two years of research which showed that respondents saw the organization as inaccessible and antiquated. Jamison will discuss making the case for the Ohio History Connection’s name change and the cultural shifts within an organization involved in selling the value of marketing your brand.

Ohio-HIstory-Connection

Both panelists will show some examples of their best ideas that all Affiliates can take away, some things that didn’t go according to plan, and biggest challenges at each organization. Finally, Erika will open discussion for how Affiliates can be part of the Smithsonian brand campaign in their own communities and how the Smithsonian can learn from Affiliate methods.

Join them on Wednesday, June 17 at 2:00 p.m.

Are you registered for the 2015 Affiliations National Conference, June 15-17?!

See the full agenda.

Book your hotel room at the Residence Inn-DC/Capitol

The Smithsonian Affiliations National Conference is for current Affiliates only. If you are interested in becoming an Affiliate, or have an application in progress and would like to attend the Conference, please contact us for more information. If you have questions or comments related to the Affiliations National Conference, please contact Elizabeth Bugbee.

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