The Art of Rebranding

Jennifer Francis, Executive Director of Marketing & Communications at the Philadelphia Museum of Art, led the rebranding and marketing of her entire organization. Here's what she did:

A successful rebranding campaign is about more than a well-thought out logo change – just ask Jennifer Francis, Executive Director of Marketing & Communications at the Philadelphia Museum of Art. For more than a year, Francis and her team have been hard at work, defining the brand’s “big idea” goals and marketing objectives, as well as the museum’s longterm vision. The result? A complete external rebrand of the museum’s marketing, digital presence and physical appearance, as well as an internal change management program. According to an article in the Philadelphia Business Journal, “The museum’s former identity ‘did…