Cultural Marketing Conference – 2019 Edition

Thursday, November 21^st, 2019, took place the sixth edition of the Cultural Marketing Conference, at Casa Filipescu-Cesianu (Calea Victoriei no. 151). This year’s theme was “To brand or not to brand. Cultural branding. Ideas and identity”. The event was organized in partnership with the National Institute for Cultural Research and Training, with the support of ARCUB – the Cultural Centre of the Municipality of Bucharest.

Along with increasing the interest of the cultural institutions for branding, there is a strong change towards a refocusing of the role they can play in the education and the continuous development of the society. The conference “To brand or not to brand. Cultural branding. Idea and identity” explored the role of “brands” as necessary tools in the cultural sector.

Thus, we set out to look at this subject through the eyes and experience of specialists from various cultural fields, not just from the museum sector.

The conference will be opened by Dr. Adrian Majuru, Manager of the Bucharest Municipal Museum.

The participants in this edition and the topics they have chosen are:

PhD. Angelica Iacob, Head of the Art Section, Bucharest Municipal Museum – “International Council of Museums (ICOM). The definition of the museum”

Univ. dr. Carmen Croitoru, General Director of the National Institute for Cultural Research and Training – “Relevant data in museum statistics“

Dr. Elena Olariu, Deputy Art Director, Bucharest Municipality Museum – “Pinacoteca Bucharest Municipality Museum. From an inter-war concept to a large gallery of the 21st century”

Sonia Constantin, Digital Communications Manager, British Council Romania – “The branding dilemma: identity in cultural projects in partnership”

Dr. Valer Rus, Museum Manager “Casa Mureșenilor, Brașov and Cristina Seitz, Museographer and Project Manager, Museum” Casa Mureșenilor, Brașov – “IA. The first virtual assistant museum based on artificial intelligence”

Daniela Ungureanu, Executive Manager of ShortsUp – “How do you build an umbrella brand for a festival with multiannual editions”

PhD. Delia Bran, Museographer, Bucharest History Office, Bucharest Municipality Museum – “Branding in communism. The case of the Bucharest Museum”

Univ. dr. Cătălin D. Constantin, Faculty of Letters, University of Bucharest – “Identity and national image. A story from the 19th century ”

Ruxandra Mateescu, Founder of the Superheroes among us Association – “Touch, look, learn. How can museums become educational centres for visitors with disabilities?”

Univ. dr. Alexandra Zbuchea, Cultural Marketing Specialist – “The brand and the audience of a museum”

Each presentation lasted 25 minutes, followed by a Q&A session.

The conference is part of the series of annual meetings started in 2014 with the theme “Visual identity in museum marketing” and continued with the themes “Museum education – from exhibition concept to educational activities” (2015), “Publics and cultural organizations: practices and trends” ( 2016), “Revaluation of the cultural heritage – the development of new audiences” (2017) and “Centenary in digital” (2018).

The Cultural Marketing Conference (6th edition) was conducted under the careful coordination of a Scientific Council consisting of: Univ. dr. Carmen Croitoru (National Institute for Cultural Research and Training), Dr. Adrian Majuru, Eliana Radu and dr. Angelica Iacob (Bucharest Municipality Museum).

The Organizing Committee of the symposium is made up of: Eliana Radu, Maria Sfrijan and Veronica Leca (Bucharest City Museum), Andreea Codreanu (National Institute for Cultural Research and Training).