From sports shoes to cosmetics, almost every industry has stepped back from branding to attract consumers through value-based language. Nike’s Just do It and L’Oreal’s Because you’re worth it don’t tell us what they are selling; they make us feel a certain way and encourage us to associate our values with their product.
But too many arts organisations keep flogging products or services with no mention of the value or the benefit. The arts is an industry which repeatedly delivers high value and important benefits, but we seldom talk about it in our marketing language.
