Branding 1, 2, 3

A lot of times companies and nonprofits make assumptions that people already know a bit about them, or that their audience has certain political or demographic leanings.

“When [someone comes] in more objectively and take a more analytical stance on it, [they] can sort of re-analyze those things and in a way question what the organization thinks it knows to see how much of that is true,” he adds.