An apparent dichotomy between commercial market driven brand and values driven heritage will be interrogated. The argument will be presented that brand is grounded in heritage values and critical to the survival of our heritage organisations now and in the future. This four-day course will give you the tools to classify the ingredients of what a brand is: differentiate what “good” and “bad” looks like: and lead a brand process for a heritage organization in the future. The program will be delivered by HMO’s ambassador, The Seeking State (www.the seekingstate.com), a consultancy that helps clients redefine how we engage with culture.

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