Excerpt: “I strongly encourage the museums to take the first step in the right direction, by abandoning their obvious contempt for popular culture, and by taking a page out their competitors’ playbook. By competitors, I mean anyone or anything winning the battle for attention: Ikea for instance. The only word that comes to mind if I think of the Ikea experience on a Saturday is torture and yet, people are lining up to get in. Their genuine attachment and loyalty to the brand is no coincidence: it’s called marketing. Such emotional attachments don’t just happen, one has to build relationships. Museums must develop this expertise if they want to reach new audiences; for instance among the people who go to Ikea on Saturdays and watch reality shows on Sundays.”

Oyez ! Nous sommes partenaires de l’une des conférences les plus inspirantes du monde, la Lift-Conférence à Genève. La prochaine édition aura lieu du 10 au 12 février 2016 et vous pouvez bénéficier de 10% de réduction sur l’entrée au moyen du petit code magique que je vous transmets avec plaisir sur demande. Si vous vous […]