Criticised, therefore alive.

A criticised institution has one problem. An ignored institution has two: nobody notices, and it is the last to realise. Museums, foundations, federations, schools, international organisations: at a time when trust is wearing thin, polite silence is no longer a strategy. Here is why criticism is often the first sign of relevance, and how to turn it into a lever.

The real danger isn’t criticism. It’s indifference.

In 1890, Oscar Wilde had already summed it up in The Picture of Dorian Gray: “There is only one thing in the world worse than being talked about, and that is not being talked about.” The line is 136 years old, and it has never been more accurate.

Criticism is proof of existence. Someone saw you, formed an opinion and took the time to express it. Indifference leaves no trace: no debate, no feedback, no warning sign. Just a slow fade out of view.

The context doesn’t help either. According to the Edelman Trust Barometer 2026, a survey of nearly 34,000 people in 28 countries, trust in traditional institutions is declining and retreating towards close circles: family, colleagues, employers. Edelman even describes trust as the antidote to indifference. For an institution, the message is clear: trust is no longer given by default. It has to be earned, which means being visible.

Being criticised already means you matter.
Richard Eldman - CEO of Edelman

What the research says

A bad review can boost sales. In 2010, three researchers from Stanford and Wharton analysed 240 novels reviewed by the New York Times. For established authors, a negative review cut sales by around 15%. For lesser-known authors, it increased them by 45%. Why? Because the negative impression fades over time, while awareness stays.

Being easy to think of means being chosen. Byron Sharp, director of the Ehrenberg-Bass Institute, formalised this in How Brands Grow: a brand grows first and foremost through its mental availability, its ability to come to mind at the right moment. Not necessarily because people love it, but because they think of it. An institution that people debate occupies that mental space. An institution nobody talks about has already given it up.

The nuance that matters. The authors of the study point it out themselves: not all negative information is good news. Criticism mainly benefits those who lack visibility. For an established institution, it comes at a cost, unless it is welcomed, addressed and transformed.

The Eiffel Tower, or the art of taking a hit

On 14 February 1887, on the front page of the newspaper Le Temps, some of the most influential artists and writers of the day, including Guy de Maupassant and the architect Charles Garnier, signed a protest against “the useless and monstrous Eiffel Tower”. Construction had barely begun.

Gustave Eiffel didn’t hide. He responded publicly, defended his vision and made his case. Then scientists, meteorologists and the military adopted the tower for practical uses. The result: the monument that was meant to be dismantled is now more closely associated with Paris than any of its critics.

The lesson for an institution? Criticism didn’t kill the project. It put it at the centre of the conversation. A clear, confident response did the rest.

Making an institution relevant: our approach

This isn’t about stirring up controversy on purpose. It’s about having something to say, and saying it well. At TWKS, we work with cultural, public and private institutions that refuse to blend into the background. Three areas of expertise, three levers.

Branding: knowing what you stand for. You can’t be discussed if you can’t be identified. Brand strategy clarifies your positioning and what you stand behind. Visual identity and Tone of Voice make it recognisable at a glance. Brand Guidelines ensure consistency over time. And when the image no longer matches the mission, a rebrand brings the institution into the present without losing the recognition it has built.

Campaigns: joining the conversation. A position only exists if it is seen. Campaign strategy defines a clear territory to speak from. Creative direction gives it a central idea strong enough to get a reaction. With the Orchestre de Chambre de Genève, we took “Chambre” seriously. With the State of Vaud, we turned an instruction leaflet into a survival reflex. Two institutions, one shared ambition: to get people talking.

Digital & activation: responding, continuously. Criticism now plays out online, often in real time. Social Media & Activation turns your channels into a space for dialogue rather than a shop window. A clear marketing website and UX designed around your audiences give people a place to understand your position, and to get behind it. Listen, correct when it’s justified, explain when it’s a disagreement. Silence lets others write your story for you.

In short

A criticised institution is a living institution. It matters enough to be debated. The real risk is a shrug. A clear brand, campaigns that dare, a digital presence that engages: that’s how you go from “nobody talks about it anymore” to “everyone’s talking about it”. And that’s exactly where we come in.