ProSpeak: Branding as a Living Organism

Yes, and we see it every day in action. For example, Coca-Cola, in spite of its critics, remains a consistent household brand name. Its mission is to bring pleasure to the taste buds. It knows what it does. The same thing goes for PETA and the American Red Cross in the nonprofit world. No matter what your feelings are about them, everyone knows who PETA and the Red Cross are. That's because they know who they are, what their missions are, and they convey that to donors. Knowing what you are is the best and only defense against critics.