Do You Need a Post-recession Turnaround?
Here are some things that won’t get you there — and some that might.
Problem is, it won't do the trick.
If you are very, very lucky, the result of your new brand will be neutral. If you're like most nonprofits that do this, the new brand will unleash a revenue hit that's somewhere between painful and catastrophic, and lasts for years.
I know my predictions sound dire, but I've watched it happen too many times to harbor any illusions. It goes this way for two reasons:
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