Consumer and B2B brands have a lot in common with the world’s great art institutions and can draw some important lessons from how they market themselves. Similar challenges both groups commonly face: “How do we keep things fresh and evolve to stay relevant?” and “How do we remain iconic in the minds and hearts of our audience?”. Few do as good a job as the legendary Sydney Opera House at packaging up its value and communicating it in story-driven ways, such as the recent “Ship Song Project”. Now the SOH has launched the “Opera House Project”, a content-rich web-based experience (including 3D interactive) that reaches back into the past and looks to the future to engage audiences worldwide. Not many brands have the kind of amazing stories that the SOH can draw upon to do this, but it’s a useful lens nevertheless…and the execution is excellent.

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