1/10 There is the Cult of the Brand and the Culture of Making. This seems to underpin the creative industries in Brexity Britain. Read on if you are struggling to fill BA/MA arts courses or maybe you have too many. Also if you are a culture brand or outside the charmed ring...
2/10 The Cult of Brand applied to the arts institution is all about communication. It takes a classic approach. We can spend a fortune on the new logo, some great copywriting & an equal amount on digital presence...
3/10 The Culture of Making (now demised) focusses on the activity of the framework, the things that happen inside it. It may be rough on the outside - the building, the logo etc - but the investment is in the practice and creative process...
4/10 This can now be seen across the institutional portfolio. The argument here made is that lighter approaches that favour making and accessible routes in are worthy of investment and risk. It might be okay to put more money into resourcing talent, spaces, exhibitions and stuff
5/10 But an actual experience I had outside an art school was of the caretaker repainting the cool international grey paintwork at the main entrance. Of course this is a market, a selling environment, people have 'choice'...
6/10 Yet the framework that invests in the making & output does so much more - we can see creative work happening, alumni & action. I'm sure many would argue you can do both, which you can. But is a creative organisation a boutique? Or more?
7/10 The Culture of Making spends more on people who also make things, because it understands that there is nothing like being up against the 'real thing'. The Cult of Brand creates inward defence of the realm, slimmed down managerial systems that 'bring in custom' first...
8/10 So, what if you moved the costs 'back' to funding the making & the culture that surrounds that? What if the paintwork outside was flaking & the logo stayed the same & the marketing managers were stepped down for makers & artists?
9/10 The point being made, is that amid a roster of Cult of Brand enterprises (NPOs, arts universities etc) you could make a place that was distinctive, 'go to' & driven by reputational resolve. Maybe you can have your bottom line, but you could present the inside & not the out?
10/10 The Cult of Brand could yet be over run by new actors in the field, mutable & factored on the people that create.
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