Raising the curtain on Broadway’s brand strategies

Stephen Whiteside

Marketers that promote Broadway shows face particular challenges as they seek to attract consumers and drive ticket sales.

Marketing big-ticket experiences is a complex task for brand custodians – and nowhere is that more true than at the heart of New York City’s theater district.

“Branding for Broadway is very similar to branding for any other company or any other industry – except that, unfortunately, we do branding in, I would argue, a very haphazard kind of way,” explained Ron Simons, founder/CEO of SimonSays Entertainment, a production company.

Ron Simons, founder/CEO, SimonSays Entertainmentr

The obstacle to consistency is clear: Each production – from splashy big-budget musicals to intense Off-Broadway dramas – effectively represents a one-off project that is...

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