Cecilia Martín - Speaker
Branding with Purpose: Stand Out for What You Stand For
Arts & Culture Brand Strategist / Founder, Culture Connects (CC)
Abstract:
In a time when authenticity, impact, and trust are non-negotiable, how can arts institutions build a brand that doesn’t just attract—but inspires?
In this energising workshop, Cecilia Martín offers participants the tools to articulate a purpose-driven brand strategy. Blending case studies, peer exchanges, and interactive exercises, she explores how branding can act as a catalyst for innovation, emotional connection, and institutional transformation.
Participants will reflect on how branding can become a powerful lens—not just for standing out, but for standing for something. From orchestras to museums, from global campaigns to grassroots impact, Cecilia’s approach is both strategic and deeply human. Expect to leave this workshop with new perspectives, practical frameworks, and the confidence to make branding a meaningful driver of change.
About Cecilia:
Cecilia Martín (she/her) is an internationally recognised Arts & Culture Brand Strategist and the Founder of Culture Connects (CC). With over 20 years of experience, she supports cultural institutions worldwide in crafting bold, innovative, and human-centred branding strategies.
Her portfolio includes work with the Philadelphia Museum of Art, Berlin Philharmoniker, Guggenheim UBS MAP Global Art Initiative, Geneva Museum of Ethnography, Museumvereniging, British Council Creative Economy, and osloBIENNALEN, among many others.
Cecilia regularly teaches branding and audience engagement at institutions like Central Saint Martins, Royal College of Art, and University of Barcelona – IL3. She is the author of the audience research reports “Millennials: The Driving Force of Innovation” and “#Staysocial @Museums.” A bold thinker and skilled facilitator, she brings unmatched clarity, energy, and purpose to conversations about the future of cultural connection.
🎟 Join us at CTA Amsterdam 2025
📅 17–19 June, 2025