If you are associated with a history organization that chafes against an outdated name, you need this book. The wide range of case studies – statewide organizations, local societies, regional museums – translates to a knowledge base that is relevant to virtual every situation. It will guide you through the exciting, fun, and creative steps at the start of the process right through budgeting and dealing with naysayers.

Laura B. Roberts, principal, Roberts Consulting and Board Member, History Cambridge

Eliasof offers relevant case studies and a practical accounting of rebranding processes for museum leaders who may have limited experience with these concepts. In doing so, Eliasof explores the issues many museums are tackling: mission and identity, leadership and governance, sustainability and relevance, inclusive storytelling, and community engagement. This handbook will be useful to anyone involved in rebranding, or those teaching or studying museum theory and practice.

Greg Stevens, director, Master of Arts in Museum Professions program; director, Institute of Museum Ethics; and associate director, Buccino Leadership Institute, Seton Hall University

I wish I had this book when I was rebranding the museum I ran! Jane Mitchell Eliasof has created at indispensable guide on how history museums and sites of all sizes can effectively rebrand. What I like so much about this publication is the fact that it is practical, bringing together the cumulative experience of thirteen museum leaders, mainly of smaller history organizations to lay out systematically how museums can successfully rebrand. The author devotes chapters to the why and how of rebranding, the costs associated with it, the design process then, launching the rebrand. One chapter of this very accessible book is on the legal aspects involved. Each ends with a set of questions to help your institution in the process. The author and the leaders she interviewed show there is distinct process to follow but demonstrates how this can be scaled to the size of your institution. The author and those interviewed do not shy away from problems encountered along the way, giving us all lessons to learn.

Kenneth C. Turino, manager of community partnerships and resource development, Historic New England and Tufts University, museum studies