The value of design and design research in cultural brands management

The research considers a museums case study and suggests areas for improvement in the way design is managed in the context of cultural brands. Furthermore, it places design research and knowledge in the realm of cultural organisations and justifies its role in carrying out stronger projects, and achieving brand consistency and, ultimately, success. More specifically, the study involves interviews with senior managers, senior curators, designers/design managers, project managers, the director of marketing, and a researcher at a large UK-based museums group (comprising ten galleries, museums, archives and archaeological sites). It concludes that in the cultural industries there are two general concepts of design: a) Design is the planning and coordination of various aspects of the project that lead to a particular focus, and therefore better branded exhibitions, and other cultural products. b) Design contributes to the development of an identity and shared vision among the stakeholders of an organisation or project. Finally, the author makes some practical suggestions from a design research and management point of view. For example: Design knowledge and research should transcend the boundaries of marketers and designers, which are the two professional specialisations most familiar with them. Project managers and curators also make decisions and impact design and brand quality because they first envision the exhibition (think visually), set up the “exhibition problem”, specify the design brief, collaborate with designers and manage design knowledge in the context of creative projects. Generally, the paper introduces principles that enhance understanding of the impact of design in conjunction with branding