A museum's greatest financial asset may be what it stands for. In this episode, I ask Cecile Anger to explain why brand licensing is emerging as a powerful strategy for generating income, expanding audiences, and extending impact, while asking how museums can protect their values, integrity, and public trust in an increasingly commercial world.

Show notes:

In English

https://boutique.gestiondesarts.hec.ca/en/product/the-intangible-in-art-brand-name-and-image-as-financial-assets-for-arts-institutions/

https://www.tandfonline.com/doi/full/10.1080/13500775.2024.2473200

In French (and open access)

https://icom.museum/wp-content/uploads/2025/04/Anger_La-licence-de-marque_FR.pdf

https://theconversation.com/les-marques-et-savoir-faire-culturels-francais-des-atouts-convoites-a-letranger-266295

https://theconversation.com/publicite-et-monuments-historiques-pourquoi-cest-un-casse-tete-juridique-190925

https://shs.cairn.info/revue-les-enjeux-de-l-information-et-de-la-communication-2021-S1-page-13?lang=fr

https://irjs.pantheonsorbonne.fr/sites/default/files/inline-files/RJS10_0.pdf

I'm Carol Scott (https://www.linkedin.com/in/carol-ann-scott-33a6061a/) and thank you for listening to this episode of Museums, The Big Issues. Join me next Wednesday as we continue to explore the big issues and the big ideas with the people helping to shape the future of museums.