To develop this thinking, the brand consultancy Wolff Olins, surveyed just over a hundred senior museum marketers at the Communicating the Museum conference, organised by Agenda in Venice in June 2008.

This research shows that, though branding is still a dirty word in 23% of the museums in their sample, most museums are adopting the idea of branding, and five are recognised as big brands: Tate, MoMA, V&A, Louvre and
Guggenheim. But there's still a huge job for branding to do: 47% of delegates said their museum has huge potential but is largely unknown.

At the same time, museums are starting to change. They're becoming platforms for people, not just institutions: 55% want to be a useful resource, 64% want to do more in partnership, and 42% aim to be more multi-cultural. This implies a new kind of museum, needing a new kind of branding.

Read the full report at www.wolffolins.com/research/