A proposed “brand museum” for Rosebank could become a major Joburg and South African tourist attraction, say its supporters.
A proposal has already been made to one of the members of the Rosebank Management District Board, who has promised to take it forward. The museum would run commercially at first before being converted to a not-for-profit basis.
Driving the idea is publisher and ad industry fundi Ken Preston, whose Affinity Publishing brings out the popular annual Brands and Branding in South Africa.
He says the aim is to conserve branding history for future generations of marketers and consumers.
“Consumer culture, intellectual property law, advertising, media and packaging developments have combined to bring us to a moment when brands are the most powerful business idea in the commercial world,” he says.
“The influence that brands exert on consumer behaviour means they have also become part of the social history of the times, reflecting the fashion, art, literature, technology, health, sport and social norms of the day.”
Branding in South Africa dates back 300 years and iconic brands like Groot Constantia, Boschendal, Nederburg, Mrs Ball’s, Old Mutual and Standard Bank have stood the test of time.
“The idea of starting the museum was conceived while researching material for a History of Branding in SA book, with the realisation that so much of what we would like to know of the past is already lost. But we have still been able to pull together a considerable amount of fascinating material to both entertain and inform present and future generations.”
It is proposed that the venue will be large enough to host exhibitions, workshops, seminars, product and book launches and meetings.
The preferred location would be Rosebank with its underground station providing a five-minute trip from the inner city, Sandton and Midrand, and Pretoria half an hour away. It is on the Rea Vaya bus route which links it to many destinations across the Joburg Metro area. The M1 is nearby and the area is pedestrian friendly.
“Were this to happen it would be a major drawcard for tourists, the general public, the marketing and advertising community, brand owners, aspiring business people and college and university students from across Gauteng.
“A contemporary museum showcasing the past, present and future of branding, advertising, intellectual property and packaging will add great value to Rosebank as a destination as well as providing a unique ongoing experience for residents and those working in the vicinity.”
Preston cites South Kensington in London, where there are five popular museums within a 15-minute walk of an Underground station. These attract hundreds of thousands of visitors every year. Likewise, the Brand Museum in Notting Hill receives over 80 000 visitors a year.
Preston feels the museum should be very much a creative and collaborative project.
“Through the use of ‘we are the curators’, the Brand Museum will encourage the branding industry and the general public to band together to share opinions and information,” he says. “The world is what we interpret it to be, how we feel about everything and anything and the experiences that shape this view. We are subconsciously curators every day of our lives as we wander through our routines. By inviting people to become curators of the Brand Museum we are saying that this is their space to have an opinion, take a stand and leave with an experience.”
He says approaches are being made to leading figures in branding and advertising with an invitation to form a museum council. Once the museum is established and converted to a not-for-profit organisation, the council members will be asked to become trustees.
International branding agency The Brand Union has developed a concept for the museum premises.
The Brand Museum has raised over R100 000 from 10 brands with a trial founder sponsor package that includes their own heritage archive on the museum website. It is anticipated that through this promotion alone sponsorship in excess of R1 million will be achieved during the first year.
There will also be a drive to attract larger corporate sponsors with more substantial packages, including their own exhibitions, product launches and workshops. - Saurday Star
l www.brandmuseum.co.za