Night of the Brand Shamans
Something strange often happens when nonprofits turn their attention to branding.
* Rampant scheduling of focus groups.
* Nonstop chanting of the word “standards,” like a spooky mantra.
* Appearance of spiral-bound books filled with pictures of ways the logo should not be used.
“Branding” has swept through the nonprofit world. This should make communication better. But it hasn’t turned out that way. Branding actually has done more harm than good.
- Companies:
- Merkle|Domain
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