First of all. What is a brand? A brand is a name that stands for something in the mind of the customer.
NEW THINKING
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Laura Ries, Author at Branding Strategy Insider
It’s not what most company CMOs and brand champions want to hear. But I have to say it anyway:
Many times marketing is seen as a dirty word in the non-profit sector. A necessary evil that no one admits spending too much time or money on. But to build a successful non-profit organization to help people, you still need to follow the laws of branding. Because powerful non-profit brands will raise more money, attract more volunteers and help more people.
The second disease (the first is here) that will kill a brand is massive line extension in the face of focused competition.
Turns out brands are just like the rest of us, merely mortal. They can’t live forever.