In a time when impact, meaning and authenticity matter more than ever, this session explores how branding can drive innovation, shift perspectives, and build deep emotional connection. Drawing on real-world case studies from cultural institutions worldwide, we'll look at how a strong brand purpose inspires loyalty and trust — transforming arts organisations into spaces of possibility that bring change close to people's lives. Topics include branding as a force for innovation, how purpose builds emotional connection, and the power of standing out by standing for something. The goal is to illustrate how a strong brand purpose inspires support, transforming arts institutions into spaces of possibility, bringing change close to people's lives.
The talk is open to all interested students and staff members.
Cecilia Martín is an arts and culture brand strategist and founder of Culture Connects (CC). For more than 20 years she has helped museums, orchestras and cultural institutions develop purposeful brands that connect with contemporary audiences. Her work combines strategy, creativity and digital culture, with projects for organisations such as the Berlin Philharmoniker, Philharmonie Luxeumbourg, Art Fund, British Council, culturAL, Philadelphia Museum of Art, LAS Art Foundation, Wiener Konzerthaus and Wereldmuseum. Cecilia is a visiting lecturer at Royal College of Art, Central Saint Martins and the University of Barcelona, and speaks at international forums on cultural branding and audience development.
- Website: http://www.ceciliamartin.net
- Instagram Handle: @iam_ceciliamartin
