ABSTRACT
The Museum of Applied Arts and Sciences was established in 1879. In the 1980s plans were approved to redevelop and relocate the museum and, in 1988 it opened on the site of an historic power station. Taking inspiration from the site, the museum was renamed the Powerhouse. The new museum opened to acclaim for its architecture, contemporary exhibition design and innovative use of interactive computer technology. The reassessment was motivated by a combination of internal and external factors that required resolution. These factors included problems with overall branding, increased competition and 'taking stock'. While the marketing of specific programs at the Powerhouse had been successful, with major campaigns attracting excellent attendances and high media profile, positioning and promotion of the overall brand of the Powerhouse proved more difficult. Finally, the brand audit coincided with two important milestones. The museum was celebrating its first decade in operation and the approach of the new millennium was on the horizon.
