Articoli taggati con ‘Corporate museums’
Made in Italy between «invention» and tradition. The hi-storytelling of past advertising and communication campaigns in the context of corporate historical archives and museums
Abstract The paper discusses some explorative research investigating the creative re-use of past advertising and communication campaigns in the context of corporate historical archives and museums. From a preliminary literature review, the research analyzed in the field the experiences promoted by four historical Italian companies, contributing to the visual tradition and heritage of the so-called «Made in Italy». Their own corporate museums and historical archives were examined in depth in order to focus the specific patrimonialization and management processes addressed to reactivate – even in forms which are different from the original ones – the communicative function played by historical advertising billboards, television and radio commercials, photos, packaging, corporate movies. 1 – Advertising and corporate communication from past to present The explorative research presented in this paper investigates the creative re-use of past advertising and communication campaigns in the context of corporate historical archives and museums. The phenomenon of company historical archives and museums is not new in the international scenario (Coleman, 1943; Danilov, 1991, 1992), but rather unique in its genre and strongly emerging in Italy. Indeed, from the nineties and especially in the new millennium, those corporate centers have seen a real effervescence in the country (Amari, 2001; Bonfiglio-Dosio, 2003; Bulegato, 2008), designing a network which has no equal worldwide for the capillarity and relevance of its expressions (Amari, 2001; Bonfiglio-Dosio, 2003; Bulegato, 2008; Gambardella, 2013), contributing to an already copious Italian heritage of archives and museums.
Corporate Museums and design: Web communication strategies
Abstract The content of this article is the analysis of Web communication strategies used by corporate museums. The main goal of the research is to analyze the Italian corporate museum’s communication in order to first review the digital identity and the reach and engage operations used by them. Through several indicators, the study highlights both strengths and weaknesses of the online strategies used by those samples, which have been selected among Museimpresa partner museums operating in the commodities sector of design.
Made in Italy museums. Some reflections on company heritage networking and communication
Corporate museums arise today as a powerful identity medium for companies and brands representing Made in Italy worldwide. At the beginning of the new millennium, such cultural centers, preserving and communicating the Italian economic history, are extending their presence in most of the country and market sectors. They define a very fragmentary universe (indeed, a still largely underground “dorsal” of Made in Italy culture), but also an investment which could support the cultivation of innovative quality relationships among companies, territory, and society. From this scenario, the paper aims to offer a synthetic overview of the phenomenon concerning company museums and its contemporary evolution within the Italian context, where it appears to be unique for both dimensions and its qualitative features if compared with the international scenario. Indeed, this means also to reflect about the special affinity which seems to exist between museum format and the essence of Made in Italy culture, rising nowadays internationally as a strategic communication discourse.
