If the brand is Target, the answer is: “Get inspired. Get in for free” which extends the store’s brand promise of: “Expect more. Pay less.” (See adjacent Target ad publicizing “free admission for the whole family.”)
If the brand is the Public Theater, the answer lies in staying faithful to its institutional identity while stretching its offerings – think Joe’s Pub AND free Shakespeare in the Park – while driving for awareness.
The next New York Times/Alliance for the Arts Forum – co-produced by Trudel MacPherson – will feature Target’s Senior Manager of Community Relations, Glyn Northington and Andrew Hamingson, Executive Director of the Public Theater, discussing: THE GIVE AND TAKE OF CULTURAL BRANDING.