Audiences’ first interaction with the brand is critical, especially for future-proofing orchestras and selling more tickets.

Join audience experts Cecilie Nielsen and Søren Mikael Rasmussen as they present all new data from the Scandinavian innovation project: “Testing Classical Music Brands.” Together with five Nordic orchestras and ensembles, they have created six methods for testing classical music brands.

Learn about audiences’ reactions, thoughts and feelings when they first encounter a classical music brand, and explore how outdated brands can become inviting. Hear how they perceive brand promises and brand words, advertising, brand imagery, readability and attractiveness of concert descriptions, concert titles and concepts, and brand associations and relevance. Hear also from one of the project participants and how her orchestra has applied this new data in their daily work with marketing.