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• Collins, Jim:

Good to Great

, Børsens Forlag, 2009

• Espegaard, Arne:

Sjæk’len 20


, Fiskeri- og Søfartsmuseet, 1987

• Lunde, Niels:

Miraklet i LEGO

, Jyllands-Posten Forlag, 2012

• Møller, Vibeke Andersson:

Halldor Gunnløgsson


Den Store Danske

, Gyldendal. Hentet

17. februar 2017 fra

• Schultz, Majken:

Branding i Den Store Danske

, Gyldendal. Hentet 16. februar 2017 fra

• Stagis, Nikolaj:

Den autentiske virksomhed

, Gyldendal Business, 2012

• Tzortzi, Kali

: Building meaning,

ICOM, No. 2, 2015


The article details how the Board of the Fisheries and Maritime

Museum formulated a plan in 2016 for the museum’s relaunch,

named by the newly appointed manager relaunch, named



by the newly appointed manager. This name was

chosen because the premise of the relaunch centres on the vis-

ion and approach of the museum at the time of its inauguration

in 1968. The project is composed of three phases.

Phase one was implemented in the second and third quarters

of 2016 and centred on coming up with ideas for our core. The

new foundation (our values, mission, vision and the four house

pledges – see Figure 1) builds on these concepts. In addition, we

composed a central narrative (see Figure 2), five strategic goals,

a communications and PR plan, and a design guide to set the

project’s visual trajectory. In the last two of these tasks we were

assisted by external consultants.

Phase two centred on the organisational frameworks of the new

foundation and strategy. This phase was initiated in the third

quarter of 2016 and will be executed in full over the course of

2017 and 2018.

Finally, phase three will focus on our physical surroundings,

which are showing some signs of wear and tear after accom-

modating more than seven million visitors over nearly fifty years

of service. Like phase two, phase three was initiated at the end

of 2016. It will form a central part of the museum’s relaunch

strategy over the next few years, culminating with the fiftieth

anniversary on 24 April 2018.

One of the main focal points of the new strategy will be our

physical surroundings. These will be upgraded and fused to-

gether so as to form a clear single entity that will integrate our

physical surroundings with the brand that we wish to create and

communicate from this point onwards.

Modsatte side:

Museet set fra Strandvejen.

Foto: Peter Nissen 1968

(Esbjerg Byhistoriske Arkiv EBA 14285-042)

De afrundede hjørner er en af detaljerne i arkitekturen. Foto: Peter Nissen

1968 (Esbjerg Byhistoriske Arkiv EBA 14275-042)