Cultural Branding Breakfast Briefing, Golden Thread Gallery
Business members were joined by key players from the PR and advertising fraternity in Northern Ireland at the Arts & Business Cultural Branding Breakfast in the GT Gallery, supported by Robinson McIlwaine.
Over breakfast, Natalie Melton, commercial director Arts & Business, outlined key business benefits from partnerships inspired by cultural branding, citing examples of how innovative businesses such as Prada, Puma and Shiseido, who have been an exponent of cultural branding in Japan for over 100years, use the arts as a brand platform to express and define who they are.
This was followed by two excellent cultural branding case studies from within Northern Ireland, both of which had received support through A&B investment programmes.
Mike Irvine, head of Davy NI, captivated the audience with his Davy Portrait Awards, which was driven by strategic corporate objectives, in particular raising brand awareness among the wealthiest members of Northern Irish society, reinforcing their position within the psyche of existing clients, showing a worthwhile return on investment through arts involvement and supporting for Irish creative talent and assisting artists on their career path.
He was followed by Mike Fleming, branding consultant to BT and Marcus Ward representing their partner, Queen’s Film Theatre, who spoke about the ‘lens of ingenuity’ through which BT looks at all sponsorship requests, positioning them alongside, and in partnership with, innovative arts organisations keeping the BT brand fresh and changing public perception of the organisation and how their partnership with QFT delivers these cultural branding objectives.
In partnership with:
Robinson McIlwaine http://www.rmi.uk.com/
Golden Thread Gallery http://www.gtgallery.org.uk/
Davy www.davy.ie
BT www.bt.co.uk
QFT www.queensfilmtheatre.com