Brands attract our attention every day, whether consciously or not. We talk about them, buy them and consume them. But what is it exactly that makes a brand a brand? Content, packaging and marketing – these aspects all contribute to a brand experience. A brand – and thus also a cultural brand – is an aesthetic world of experience that mirrors the values of a culture provider and evokes certain associations in the observer. Positive values and their accessibility increase economic efficiency and brand aesthetics, and perceiving them tangibly motivates us to accept offers. In cooperation with our theme partner WESOUND, we are devoting particular attention to the topic of "audible brand staging." Cultural brands can use music and sound to communicate their message sensually and sustainably. Targeted concepts for audible / audiovisual points of contact with the brand can thus contribute to an intensification of the brand experience. In a panel discussion, we will consider the extent to which this is also important for city marketing.
Participants at the leading forum for cultural providers and cultural sponsors can expect exciting keynote speeches from cultural experts, lively discussion rounds, and some practical examples of success in the following concurrently-conducted forums: Transformation, Capital city of Culture, Cultural Buildings, Cultural Tourism, Cultural Education, Industrial Culture, Cultural Sponsoring, Cultural Brands, Urban Culture and Digitalisation, and in the emotional closing forum, Conducting & Leading. The central theme in all the forums at the 10th CultureInvest! Congress is positive interaction between aesthetics and efficiency.
Program flyer (in German) for the CultureInvest! Congress 2018 for download!