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The Conversation – The city’s grandest temple to art has shed a preposition.
After nearly a century as the Philadelphia Museum of Art, or PMA, the institution now calls itself simply the Philadelphia Art Museum – or PhAM, as the new logo and public rollout invite us to say.
The change may seem cosmetic, but as a marketing scholar at Temple University whose research focuses on branding and digital marketing strategy, I know that in the tight geometry of naming and branding, every word matters.