Municipality of Breda

Positioning arts and culture and making them accessible

Arts and cultural institutions play an important role in shaping the city’s cultural identity. At the same time, many organisations struggle with the same question: how do you clearly articulate what you stand for, remain relevant to your audience, and ensure that this story is consistently translated into daily communication?

Commissioned by the Municipality of Breda, we guided Stichting KOP and Stichting Witte Rook in sharpening their positioning, with an explicit goal: to gain stronger ownership of their narrative and better connect with the lived world of their audiences.

The behavioural question

What needed to change?

The organisations should not only know their positioning, but be able to apply it consistently in their daily communication. Independently, authentically, and without relying on significant time or external support every time.

Our approach

We started at the core: what do these institutions stand for? What role do they play within Breda’s cultural landscape? And what do they want to mean to their audiences?

From this foundation, we sharpened the positioning and proposition of both organisations. Not in abstract terms, but concrete enough to guide choices in communication, tone, and content.

Next, we moved into practice. We supported the organisations in using AI and ChatGPT as everyday tools. Not as a technical training, but within a clear strategic framework: how do you use AI in a way that helps you tell your own story better, more consistently, and more efficiently?

This resulted in an approach where strategy and technology reinforce each other: positioning determines what you say, AI supports how you say it. Every single day.

We translated the positioning into:

a clear brand story for each cultural organisation
a consistent tone of voice
content calendars and narrative lines
Custom GPTs that align with and reinforce the brand identity

What this set in motion

The organisations gained greater ownership over both their narrative and their communication process. They were able to create content more independently, respond more quickly, and communicate more consistently, without losing their unique identity.

Positioning thus became more than a document. It became a practical compass for everyday use.