Building the Europeana brand
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This document discusses building the Europeana brand and increasing awareness of its digital library. It notes that a strong brand has attributes like a personality, name, logo, and promise. Europeana aims to have multi-lingual, multi-purpose collections that tell many stories and feature human faces and big ideas. Early media coverage positioned Europeana as competing with Google and bringing history, culture, and art online digitally. The document stresses turning interest into user engagement through millions of website hits, media mentions, newsletter subscribers, and positive user feedback.
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Building the Europeana brand
- 1. Building the Europeana brand Jon Purday, Marketing and Communications Europeana v1.0 Kick-off 2 April 2009
- 2. What makes a brand ?
- 4. Multi lingual, multi purpose, multi story
- 5. Human faces, big ideas
- 9. If you don’t spread you’re dead…
- 10. Europeana’s communications model political endorsement stakeholder involvement user engagement
- 11. Europeana Favella – the digital shanty town
Editor's Notes
- A brand is about personality, promise and perception. In our case, our name conveys the essence of what we are – the wealth of Europeana cultural content The promise is in the sense of scale, the scope, Authenticity: trusted sources Integration: cross-domain We’ll look at perception in a moment – but I want to turn first to the logo
- The logo expresses what we’re about - Diversity of sources, well known and unknown Ancient and modern Across borders, media, formats, disciplines text and imagery Juxtaposed to create contrast Viewed through a grid of stripes and dots – seen through the lens of the 21 st century Colour is vivid ; gives a sense of historic imagery interpreted in a contemporary context
- The logos all contain human faces, They juxtapose iconography from across the cultural landscape - art, science, theology, celebrity
- They demonstrate that ideas are revisited, remodelled, renewed in each succeeding era, That ideas inspire new creativity, that knowledge begets knowledge So, when we launched, did people think culture, in all its glorious heterogeneity ?
- And what happened ? Yes, much of our media coverage picked up on the cultural heritage point… But of 50% of media articles led with the Google idea CLICK And most recently, a French article actually collaged our logo with Google. That’s what it’s all about – the mash-up, the bricolage that is contemporary culture
- We know that we have to create traction from the level of interest that’s out there Very good feedback from my target audiences: Greetings from Finland! I’m a teacher. My husband is an artist. Both of us are very grateful and interested in these pages. I am a student at the University of Petru Maior in Romania and I study International Relations. A lot of the materials me and my colleagues need can be found on Europeana.eu. I just wanted to say thank you. This is a great start, but we’re aware that as we move forward with v1.0
- This is a phrase doing the rounds of the conferences and papers at the moment – the human condition 2.0 Developing the communities, the special interest groups, the networks Putting our content in the workflow of the user Developing the APIs providing mobile access Work together to achieve our ends Look at how we can join up activities to achieve maximum reach and resonance
- A quick look at what I mean by joined up Triangular model of communications; strength We have to communicate closely with national and European political class to get their endorsement – and funding In their turn, CLICK they reinforce our message to the professional stakeholders – the content providers. Politicians want to see national culture celebrated in a pan-European portal The stakeholders, with whom we are in constant dialogue – in forums like this, for example – in their turn influence their visitors and interest groups – whether directly by links on their sites, or because their names are recognised in media pieces about Europeana And the more people that are attracted to the site, the greater the satisfaction of the politicians because their policies are vindicated. Creates a willingness to continue funding a sustainable operational version of Europeana So a virtuous circle of communications and brand reinforcement
- Brand reinforcement is critical. Everything must contribute to the brand, and not detract But we have an issue of diffusion and confusion to overcome First there was The European digital library, then EDLnet – the building partnership EDL Foundation Europeana – the prototype And because the idea of digital cultural resource sharing has come of age, increasing numbers of sites are being built, Creating a rich profusion in the digital landscape. Which is marvellous – but continues the sense of confusion in the mind of the content provider, the funding bodies, the users
- Together, as the Europeana group, we all benefit by building an identity that has visibility, status, sustainability. One that’s worthy of the remarkable collections we want to provide access to. One that has the space to accommodate the diversity of the collections – ballrooms and dining rooms, attics & cellars, courtyards and walled gardens, I particularly liked the all-embracing wings of this chateau. All these different environments contributing to the total brand economy that is Europeana. CLICK to play animation Put our combined effort and resource into a shared identity Avoid confusion in the minds of users, funders, contributors, stakeholders Avoid duplication of effort and cross-targeting Align all our efforts to constantly reinforce the brand to make maximum impact, from which the whole Europeana group of projects can benefit