Brand strategy: Van Gogh Museum
Why
Van Gogh’s popularity keeps increasing worldwide.
The Van Gogh Museum’s propositions and ambitions keep expanding, but budgets are relatively small.
There was no clear brand strategy, therefore the brand wasn't consistent or distinctive.
How
Creating internal support for, and increasing knowledge about, the importance of brand management.
Teaming up with creatives, such as Studio Dumbar, Tom Dorresteijn and Selmore Creative Agency.
Adjusting internal governance.
What
Strong brand strategy: mission, vision, brand manifest, values, brand promise, guiding idea, ‘branded house’ architecture, governance.
Rebranding incl. digital/ motion identity.
Brand governance: introducing a brand board, insourcing art directors and art workers.
New internal brand program (onboarding).
New employer branding campaign.
Example of van Gogh Museum’s new motion identity
Example of van Gogh Museum’s new motion identity
“Cas is an excellent marketeer and knows how to manage and strengthen a universal brand like the Van Gogh Museum…He has a talent for spotting opportunities and partners, also internationally.”
— Milou Halbesma, now: Director VandenEnde Foundation, then: Director Public Affairs Van Gogh Museum
Part of the employer branding campaign. Besides this promotional movie, staff interviews and behind the scenes footage were shared on LinkedIn.