Culture is one of Europe’s greatest assets. With centuries of heritage and tradition built up by great powers and empires, the potential is enormous to leverage the riches of its art and museums and the uniqueness of its communities, food and wine. There is a lot that the cultural sector and business can learn from each other about constructing a distinctive narrative, creating a compelling brand and engaging with the community to address societal needs. At an international level, countries, institutions and companies could do more to unleash the potential of culture through better communications.
Culture can be an important asset for companies too. A company’s heritage as well as the internal culture of its people are important building blocks to assert and communicate a credible purpose and identity. Culture hence helps to make a real-world connection between the past we share and the future we’re building.
Culture at work
In this issue, we at look culture from different perspectives. In an exclusive interview, we discover how museum director James Bradburne has transformed the role of Milan’s Pinacoteca di Brera to serve its diverse community.