Know-How Exchange : Taglines/Names

Where are you? My point in saying this is that I visit Germany and Poland regularly where Jewish people are met with happily until they mention that they are Jewish. It's really odd that a culture that has brought so much to these countries could be treated with such mendacity. Mind you, the Germans brought a great deal to Schlesien only to be ousted with a ferocity and completeness that would have made a Nazi's face pale.

Because visiting the Joods Historisch museum in Amsterdam the one thing I noticed was that most Jews had a choice of one of two lives. Either they lived and worked in the Jewish community, or they worked in the same job elsewhere. Like one of the popular singers of the 20s and 30s who entertained in the theatres (his name escapes me) who had the choice to do that or be a professional cantor. The point I want to make is that few people knew he was Jewish and didn't worry.

Well, that's the Dutch for you!

The point is that the intellectual - a very Jewish profession - goes largely unseen. So here are a few suggestions.

Jewish ideas - how brilliance enlightens the ordinary
Making the ordinary special. A history of Jewish ideas
Providing society with cultural wealth. How Jews teach.

The last is in testament to my experiences in Germany in the early 80s. Looking for a boyfriend, they said to me as an English speaker that I should go to the stage door of the opera house. I was puzzled and asked them why. They said that all the singers were English (or Kiwis or Aussies) and all spoke English. Still puzzled I asked them why this should be. They then said there were no German singers. Really puzzled now I asked how this could be. They gently reminded me of the fact that their music teachers had been Jewish almost to a man.

They were not seen, their absence was a calamity for German culture.

Technically, and according to Webster’s second definition, a museum is: “an institution devoted to
the procurement, care, study, and display of objects of lasting interest or value.” Ideas, although interesting can't really be called "objects". If your establishment lacks objects and artifacts (essentially: collections for curators to curate), might it be more accurate to classify your building and your new exhibits as an exploratorium, rather than a museum?

Gary, the academics who are experts in the field answer your question this way:

“The American Association of Museums’ definition [includes]… noncollecting organizations, such as nature centers and science centers. This [is because]… the primary characteristic of the modern museum is its educational function: using objects in hands-on, active, or inquiry-based programs” (“Museum Administration,” Genoways & Ireland, 2003 p. 5).

The definition of "museum" has broadened in recent decades. The contemplated museum certainly fits within these parameters, so we are comfortable with "museum."

You need a name for your institution - have our ideas helped any? Because nit-picking with dictionary definitions isn't going to get us far. A dictionary is the least used book on the copywriter's shelf, with good reason.

Moriarty, small correction: we need a tagline, not a name.

In answer to your question, we're right at the beginning, but there are some helpful directions. To provide specific feedback to your suggestions:

The museum is looking to maintain a modest tone, and not to make exaggerated claims. I am, therefore, cautious about words like "brilliance." Even "special" might take us too far...

When you have guys like Einstein, Mendelssohn and Milton Friedman it's pretty hard not to use the word "brilliance". In this respect, brilliance is something of a modest statement.

I'll have a try. Only it won't be easy ...

how Jews have helped create our culture
Jewish ideas in a modern world
the impact of Jewish thought in our modern world.

Is this any better? M

Thank you: having spent 26 years working in museums, creating design, exhibits, marketing, and strategic policy (here in the USA and in the UK), I have a good amount of understanding of museum structure. My point was geared more towards clarity of intent from the point of view of potential visitors. But who knows, maybe theses days use of the word "museum" as an overall descriptor is becoming less academically and intellectually structured than many people in the world of museums would care to admit, or, in many cases, than they'd care to accept.

Many of the academics I've worked with over the last 26 years are EMPHATIC, that a museum MUST have collections in order to be taken seriously. Personally, I don't care: if the title helps spread knowledge, so be it.

As for a tag line: Celebrating Jewish Intellect And Achievement.

Is there one core idea that might be used as a kind of "standard bearer" for the whole concept? Is there some biblical reference or familiar story that might "tease" people with the big idea of "Jewish ideas" that serve as a basis for transforming civilization?

I trust the museum is focused on ideas in the Jewish religion or culture that have served as the underpinnings for modern/innovative thought, right?

Are you sure you need/want a tagline? If so, what one thing would you want it to communicate that isn't already embodied in the name?

Just curious: WHERE is the museum?

Mgoodman: Museum will be in US.

There is no one "core" idea ... rather there will be a number of "core" ideas.

Correct: the museum will indeed be "focused on ideas in Judaism that have served as the underpinnings for modern/innovative thought."

I think that we DO want a tagline. I see a tagline as an effective, memorable 10-words-or-less way to convey our mission in a succinct and (hopefully) powerful way...

Am I to presume mine are unnecessary?

Thanks to all for your participation. While we're not quite there yet, you have advanced our thinking...