Case study: Zeum Re-brands
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Authors
Wilkening, Amanda
Issue Date
2011
Type
Capstone
Language
en
Keywords
Business administration
Alternative Title
Abstract
The San Francisco Bay Area is a rich cultural mix full of museums of all kinds, as well as many organizations devoted to art and culture. The Bay Area is also home to some of the most innovative technology companies in the world, from Google to Facebook to HP, and home base for Pixar, the movie company that has delighted millions of children with its high tech animation. As each museum faces its own struggle in the depressed economy and uncertain market, the story of one Bay Area museum stands out. Though young, Zeum is not new on the scene. A more recent part of a San Francisco revitalization project that began forty years ago, the small museum has struggled almost from its inception to find a way to represent the unique San Francisco mix of modern technology and classic history and capture the hearts of Bay Area parents and children. Zeum is currently working to overcome its uncertain start and confused identity with a new strategic plan for the future. Zeum's options and ultimate path shine a light on the decisions facing many modern museums.