Image Courtesy of Freefoto.com

Soft Drink. Pop. Soda. What do you call that sweet, fizzy drink that comes in cans, out of fountains, and sometimes in bottles? I call it coke.

In Southern Indiana where I grew up, a Sprite is a coke, a Dr. Pepper is a coke, and a Pepsi is also a coke. The Coca Cola brand has resonated so much in my hometown that it has become the generic term for the entire category of product. Coke is in good company. Kleenex, Xerox, Google, and even Q-Tip have all created such strong brand identities that their trademarked names are now nouns. (Definition of brand identity.)

Brands like Coca Cola appear to be every marketer’s dream. They seem to need very little advertising and messaging. However, the truth of the matter is that Coca Cola still spends millions of dollars every year on tv and print campaigns for Coke Classic. So what’s up with that?

Like lawns, buildings and cars, brands need maintenance. No matter how great of a brand a product or company has, it needs to be updated and rearticulated in order to resonate.

In 2009, Coca Cola launched a beautiful, if slightly strange, series of commercials featuring bucolic fields filled with young people and singing, furry creatures. The tagline: “Open Happiness.” In a time of recession and war, the ad communicates that sipping a coke will lead to an imaginary world filled with smiles and giggles. Pretty simple. Very timely.

Like Madonna, Coca Cola is great at reinventing itself for the times. During the 1980s, responding to the end of the Cold War and inspired by the Reagan administration, Coca Cola launched their ultra American campaign. “Red, White, and You.” This is the 1980s at its best – patriotism and tight-rolled jeans

Learning from mistakes of the past (ahem New Coke), Coca Cola focuses on maintaining the quality of the product – the essence of their brand identity- while concurrently aligning their advertising to the changing times. Just like Joan Rivers, every few years the product gets a facelift.

So what do Coca Cola Classic and the IMA have in common?

Well, if you haven’t seen it already, the IMA is undergoing it’s own facelift or brand refresh. Over the course of the next few months we’ll be transitioning from our old brand identity:

to our new:

The IMA is a dynamic organization with a lot going on. We hope that the new look and feel of our brand will communicate the energy of the museum. Like Coca Cola, we know that the classic formula is always the best. So while the marketing may change a bit, the IMA and its mission will remain the same. We’ll still have over 50,000 works of art; we’ll still be free to the public; and we’ll continue to inspire creativity through art, nature and design.

All of this talk about brands got me thinking…What brands do you think are the best? Are there examples of museums with great brands? Let me know your favorites.

At this stage in my Internet life, I’m wise to April Fools’ Day on the web and haven’t truly been had in years. However, that’s not to say I don’t look forward to the one day every year when cornball webmasters and bloggers try to pull one over on unsuspecting visitors. Honestly, I love the cheap humor April 1st brings and thought it would be fun to share a few fool sightings from around the web.

My first foolish sighting of the day was Wikipedia’s homepage. Most mornings I’m greeted with a rather bland but necessary infusion of random trivia from the web’s main tome of knowledge. However, my eyes perked open and a smile came to my face when I saw that the main article today is for a museum called MOBA (Museum of Bad Art). Cool. The best thing about Wikipedia’s “prank” page is that all of the content is seemingly true. For example, Britain’s oldest man, Henry Allington, really does credit his longevity to “cigarettes, whisky and wild, wild women—and a good sense of humour.” Latecomers can see the April 1st site here.

An overwhelming amount of unbelievable news is usually a good tip that the calendar reads April one. For example, Warner Bros. Acquires the Pirate Bay for the price of a whopping $13 billion is unbelievable. BMW releasing cars that have a magnetic tow feature is totally unbelievable. And although there are some times I wish Google would really create this feature, Gmail’s Autopilot is unfortunately just unbelievable April news.

Some other notable pranks around the web include…

YouTube’s foolish contribution to April orientation here.  Try it yourself by addin “&flip=1″to any YouTube video.

Pizza Hut is apparently getting into the portrait business. Check out their artsy prank here.

Funnyordie.com has been completely taken over by Reba.

LOST is cancelled.

If you were made a fool today or did some fooling of your own, I’d like to hear about it in the comments. And for those of you who think that you made it all the way to the end of my post without getting pranked, why don’t you check out the history behind the name “April.”

I assert that it has to do with how much you love technology. My life, for example, is steeped in it. I read art blogs, watch YouTube videos people send to me via e-mail and spend nearly every moment wired in to some form of technological interaction. So of course I think art, like everything else in my life is fair game for technological enhancement.

But I know there is another point of view. One that firmly holds art and its viewing in a quiet, pensive place, unfettered by the white noise the digital world can create.

The difference in these perspectives is often attributed to a generational misunderstanding, that somehow if you were born before the internet was commonplace then you have no hope of ever understanding it. But I think that is an unfair generalization. Perhaps there is some truth somewhere in that stereotype, but like all stereotypes, that logic is flawed.

Instead, I would assert that it has to do with experience, and the quality of those experiences. If you hate technology, could it be because you tried to use something, or find something and couldn’t? If you love it, isn’t it because it makes your life easier and gives you access to fabulous things?

So, with these extremes in mind, we set out to create digital content that allows people to passively consume or actively participate depending on their desires. So discover IMA on the internet if you haven’t already. You can find us…

• Posting images on Flickr. You can just look or get into it and join our groups and even add your own content.
• Creating videos and adding them to IMA’s YouTube channel. Feel free to watch, share and critique these.
• Writing this blog gives you an insider’s view of what happens at IMA. We always love seeing your comments here.
• Adding content to our iTunes U site. Download IMA audio and video to your iPod or iPhone.
• Developing new web stuff for IMA exhibitions and projects. We recently launched a site for To Live Forever: Egyptian Treasures from the Brooklyn Museum.

If you are reading this list and still wondering why we do it all, I will offer a couple of reasons. One of the key motivations for creating digital content is to allow IMA to compete in the global marketplace. Not entirely in the way a for-profit corporation might, but to help the museum raise its profile, giving attention to its projects, exhibitions and permanent collection.

Another great reason to utilize these technologies is to provide content in places where people are already participating. iTunes, YouTube, and Flickr have established global audiences, and by providing content on these sites, IMA can expand its reach to people who could never make it through the front door.

Perhaps the most compelling motivator for us is potential. Potential to create diverse audiences, and to serve audiences we don’t even know about yet. Chris Anderson, Editor-in-Chief for Wired magazine wrote an article called, The Long Tail, describing how the internet creates a never-before-seen possibility to direct content to increasingly smaller audiences for increasingly less expense. Since we can customize content in all of these places, we can meet the needs and desires of people who want to know about very specific things without it costing us any more to produce or maintain.

We also have the potential to provide an experience through photos, video or online activities that gives a new viewer his or her first glimpse into what the art world can offer. A simple Google search for a topic might lead someone to IMA’s website, or to one of IMA’s projects on another website, allowing us to be the ambassador of art-related content.

Lofty goals? You bethca. But why would we bother otherwise?

And for those who are more interested in the finite, quantifiable reasons, we consider those too. We track numbers and look for projects that increase viewership or interaction with our content. A recent example is a partnership we are working on to provide access to IMA-produced video in local schools, boosting our outreach to school-aged children and teachers, and consequently, providing an under-served audience with high-quality art content, for free.

So there is the last nugget. Free. Everyone loves free stuff. All of the things we do are free to those who use it. You can search on your computer at home and find us, or go to your public library and use their free internet to get our free stuff. No matter what, you can’t beat free!

Still not convinced it is all worth it? Feel free to tell us why! (And we would also love to hear from those of you who love it!)