Branding: More Than Just Lipstick on a Pig

If an organization determines that rebranding itself is the solution to its problems, Andresen advises it truly rebrand, rather than just change its look with a new logo, name or Web site.

“If you have an aging or dwindling donor base, problems articulating your unique value proposition or lackluster campaign results, you need more [than] cosmetics to change those facts,” she wrote.