Friday, October 06, 2006

Marketing a Non-Profit Brand

I've posted about "The Origin of Brands" before (here, and here) and today I see a beautiful post from Laura Ries about marketing a non-profit brand. Thanks for a wonderful post!

She breaks it down into 7 handy dandy steps which make this post a breeze to read. What I love most about it is how she points out how different an "old" NPO brand is from today's new brands - especially about the use of a non-generic name and a spokesperson.

The best part in my opinion however is #3 - The position. All too often we try to be everything to everyone, providing a "full-range" of services that sometimes defocuses us. Figuring out that core position and executing against it is a challenge in any business, let alone a large non-profit.

There's a ton to chew on here, I think I need to go back and read it again!

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