"Tom, I agree that brand messages need to be tested to ensure that they resonate with target audiences, especially an organization's donor base. However, I don't care how good the messaging or how creative or compelling the campaign. In my view, a good brand is far less about marketing, advertising, PR, logos and messaging campaigns, and far more about quality leadership and staff, accountable and ethical behavior, and the organization's willingness, ability and commitment to live up to whatever it says about itself.
Do You Have Answers to These Questions?
"Tom, I agree that brand messages need to be tested to ensure that they resonate with target audiences, especially an organization's donor base. However, I don't care how good the messaging or how creative or compelling the campaign. In my view, a good brand is far less about marketing, advertising, PR, logos and messaging campaigns, and far more about quality leadership and staff, accountable and ethical behavior, and the organization's willingness, ability and commitment to live up to whatever it says about itself.