To remain functional museum professionals must remember that museums are businesses like every other enterprise, striving to exchange a good or a service on terms previously bargained for. As such, museums too must understand that branding is the golden rule for success in business. In order to brand itself the museum must echo one unified vision and voice, and that message ought to be made tangible. Museum labels are the heart of each item on display, and must resonate all that the museum hopes to convey about its enterprise.
Duperre, Nicole; Quirk, Brendan; Zecher, Margaret; Costa, Traci; Nanton, Cindy; Wilson, Kathleen; White, Loren; Dandurand, Derek; Tatti, Zachary; Usler, Christopher; and Robinson, Arnold, "Museum Studies: Exhibit Designs" (2012). American Studies. 1.