2024 Brand Workshop Readout�MoPOP Brand Foundations
March 2024
MoPOP is on a journey
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�We’re blowing it up. We are going to make a difference in the community we serve and we are going to change the game of how museums are looked at in this field. ��Two words: Positive. Disruption. � -MICHELE SMITH, CEO
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DESIGN HELP
Redefining what a museum can be
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Source: 2024 Stakeholder Interviews
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SOCIAL IMPACT IN THE COMMUNITIES WE SERVE
DIVERSITY AS CENTRAL, NOT AN ADD-ON
RESPONDING TO AND SHAPING CULTURE
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LOCAL ROOTS, GLOBAL IMPACT
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In a constantly changing �cultural landscape
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Shifting power dynamics, gate-keeping and unheard voices
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Algorithmic attention, echo chambers and false polarization
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Culture that is constantly reinterpreted and reinvented
FROM�CATEGORY LEADER
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TO�CATEGORY CREATOR
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We need revised brand foundations to imbue that spirit into every aspect of MoPOP
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CULTURE AND OPERATIONS
STRATEGIC ROADMAP
RECRUITMENT AND DEVELOPMENT
EXHIBITS
MARKETING AND COMMS
DONOR ENGAGEMENT
PARTNER ENGAGEMENT
USE OF SPACE
INNER
SOUL
EXTERNAL
REPUTATION
BRAND FOUNDATIONS
Brand foundations
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VISION�The world we seek to create��MISSION�Our purpose and how we deliver on it��AUDIENCE �Our core audience and what drives them��COMPETITIVE SPACE�How we fit in the broader cultural and museum landscape��BRAND BELIEFS AND BEHAVIORS �What we believe and how it drives what we do��BRAND PERSONALITY�How we behave and our tone�
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Our vision
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A world where everyone sees and wields their cultural power
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VISION
Our mission
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We activate the world-shaping power of pop culture through participative experiences, discovery, and play.
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MISSION
Our audience
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Defining our audience
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TERTIARY AUDIENCE
We want to not alienate
Single visitors – City Pass, Tourist, Rainy Day
SECONDARY AUDIENCE
We want to overhear
Fans of single niche fandoms – a few single visits
PRIMARY AUDIENCE
We want to move
Culturally-curious (potential) repeat visitors
The culturally curious who are eager to investigate their passions and discover the pull and power of other parts of pop culture
Peeling back the layers of pop culture energizes them, even if it means being challenged on the things they love
Independent thinkers who prefer to get their information from equitable and transparent sources
Media savvy and attentive to detail
Love geeking out – it’s playful and illuminating all at once
Conscious consumers who want to contribute to the greater good
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Our competitive space
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CATEGORY LEADERS
MIRRORS OF CULTURE
A FIXED STORY
PASSIVE CONSUMPTION
WORLD REFLECTING
WORLD SHAPING
CATEGORY CREATORS
DISRUPTORS OF CULTURE
AN UNFOLDING STORY
ACTIVE EXPERIENCE
To activate the world-shaping power of pop culture through participative experiences, discovery, and play
‘The GRAMMY Museum believes that music is a gateway to learning. Our mission is to explore and celebrate the enduring legacies of the creative process behind all forms of music through immersive and interactive exhibits and essential music education programs.’
TeamLab’s ‘collaborative practice seeks to navigate the confluence of art, science, technology, and the natural world…Everything exists in a long, fragile yet miraculous, borderless continuity.’
‘MoAD, a contemporary art museum, celebrates Black cultures, ignites challenging conversations, and inspires learning through the global lens of the African Diaspora’.
MoPOP is tearing up the museum playbook
Category creators who defy conventional rules and paradigms rather than conform to them
Cultural disruptors who challenge and shape culture rather than mirror it
An unfolding story shared through dynamic modes and mediums rather than a static story with a fixed end
Active experiences that inspire participation, discovery, and play rather than passive consumption, object worship, and viewership only
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Our beliefs + behaviors
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We bring pop culture stories to life and illuminate what pop culture was, what it is, and what it could be
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Pop culture is powerful
It's a theater, an open world, and a runway where we can imagine new worlds and try them on for size
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BELIEF
BEHAVIOR
We create opportunities for audiences to explore and activate their cultural power
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Pop culture is who we are
It defines us and we define it.
BELIEF
BEHAVIOR
We break down siloes and bring diverse communities together to tell the interconnected story of pop culture
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Pop culture connects us
In an era of digital and physical isolation, pop culture is a connective force
BELIEF
BEHAVIOR
We embrace nuance in a way that deepens joy and understanding
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Pop culture is complex
We have the responsibility to explore and expand the scope of every story
BELIEF
BEHAVIOR
We keep on the pulse of culture and create new modes of storytelling that push the boundaries of what it means to be a museum
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Pop culture is alive
It’s constantly moving and changing both form and medium
BELIEF
BEHAVIOR
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Pop culture is powerful
It's a theater, an open world, and a runway where we can imagine new worlds and try them on for size
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Pop culture is who we are
It defines us and we define it
Pop culture connects us
In an era of digital and physical isolation, pop culture is a connective force
Pop culture is complex
We have the responsibility to explore and expand the scope of every story
Pop culture is alive
It’s constantly moving, changing form and medium
BELIEF
We bring bring pop culture stories to life and illuminate what it was, what it is, and what it could be
We create experiences for audiences to explore and activate their cultural power
We break down siloes and bring diverse communities together to tell the interconnected story of pop culture
We embrace nuance in a way that deepens joy and understanding
We keep on the pulse of culture and explore new modes of storytelling that push the boundaries of what it means to be a museum
BEHAVIOR
Personality
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Curious af�A contagious enthusiasm for every topic we cover�_______��A playful illuminator�We help people see the world differently and embrace the fun�_______��Fearless and irreverent�We defy conventions and challenge established norms�_______��Clear-eyed idealists �We see the world as it really is and dream to make it better�_______
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Ava DuVernay
Clear-eyed idealist
Matilda
Curious
Willie Jack
Playful illuminator
Donald Glover
Fearless + Irreverent