In a time when impact, meaning and authenticity matter more than ever, this session explores how branding can drive innovation, shift perspectives, and build emotional connection.
This lecture will explore:
- Branding as a force for innovation and change
- How purpose builds emotional connection and trust
- Standing out by standing for something
- Case studies
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.
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, Philadelphia Museum of Art, Wiener Konzerthaus and the National Museum of World Cultures. Cecilia also teaches branding and audience engagement at institutions including the Royal College of Art and Central Saint Martins. She regularly leads workshops and speaks at international forums on cultural branding and audience innovation.
Target group: All interested parties
