Leiden International Film Festival
Brand Positioning Research

Introduction fictional client
Leiden International Film Festival is organised by Stichting StArt, has been designated as a cultural general benefit institution and was founded in 2006 as a student initiative, a real grassroots organisation. In the first years they worked with a small group of volunteers, but the festival became increasingly difficult to organise due to the strong growth of the festival. They changed by working with professionals in fields whose expertise is not available within the organisation. Their mission is that in the upcoming years they want to be more specialized in parties at the festival that involve points outside the festival core tasks. Their vision is that LIFF wants to be the 4th festival in the Netherlands, but keep the intimate atmosphere.
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