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Name Calling: The Rebranding of Artis—Naples


Artis—Naples is an interdisciplinary arts center in Southwest Florida, home to the Naples Philharmonic and The Baker Museum, which features modern and contemporary works of art. The institution was known as the Philharmonic Center for the Arts (or “The Phil”) until 2013, when the name was changed to Artis—Naples after an extensive brand audit. This case reviews the conditions that led to the rebranding; the audit and selection process for the new name; promotional activity around Artis—Naples; and an unexpected wave of public dissent, including objections by the founder and former CEO. The reader is asked to develop a response to patrons of the arts center in light of the criticism.

Author: Michael Anderson
Published: Volume 5, Fall 2018
Details: PDF Download – 9 pages plus Appendices
ISSN: 2475-4994

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Eastman Case Studies for classroom use have three key attributes:

1. They offer an issue encountered by management in music administration, which demands a resolution or action.

2. They put the student into the business situation, creating an immersive experience that will sharpen student judgement and acumen for similar circumstances.

3. They are presented as chronologically compact scenarios, keeping to facts that bear on the case, and minimizing long histories and extraneous stories about musical arts organizations. The cases shine a light onto particular business problems and are packaged concisely for student learning.