Resumen de The branding of the museum
This essay explores the branding of the museum and is accompanied by photographs that form a parallel visual argument to that in the text. The brand is a consistent and affirmative identity that affects all museum operations, including its relationship with visitors, staff, contractors, sponsors and donors. Tate Modern is taken as the central example, as a model of successful and professional branding. It is argued that the consistent and affirmative character of much of the avant-garde and contemporary art that Tate Modern displays, and with its educative role in elucidating the contradictory, complex and often negatory qualities of that art. Branding successfully attracts visitors but it also creates a commercial museum environment which is not clearly separable from other commercial operations, and is subjet to cynicism, disillusion and contamination.
