Night of the Brand Shamans
Something strange often happens when nonprofits turn their attention to branding.
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Jeff Brooks
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We can thank the brand shamans. Their backward form of branding fails to reach donors because it’s built on organizational aspirations and preferences — not donor needs. It’s a blend of dogged consistency and poor design principles, held together with bogus research.
The brand shaman product centers around a brand guidelines document, or graphic standards manual. The theory is that if your look remains consistent, people will know who you are.
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Jeff Brooks
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