Each great brand needs its own culture for identity formation. Do cultural projects analogously have to become a brand too in order to attract a larger audience? Whilst traditional enterprises conjure up their corporate identity, the creative sector proudly points to its heterogeneity. Cultural producers however must find a language with which they can reach the public and be economically successful. How much corporate identity does a cultural enterprise need – and how does one communicate this identity?

Moderator: Inga Wellmann (de)

Participants: Matthias Fritsch (de), Regine Haschka-Helmer (de), Clemens Lerche (de), Tonia Welter (de)

Sat 06.02.2010 Find the complete daily transmediale program and more information here .