#1 Be One Thing
Most organizations at their birth have a shining new idea and a vision for changing the world. A solution that people are willing to get behind. The founders seek to right a wrong.
Far too often, success in the journey toward that vision breeds branches in the road.
The first principle of successful non-profit public relations is to Be One Thing. Remain focused on one product, mission, ministry, or cause. We have found from working with non-profit organizations over nearly three decades that the same impulses and drives that cause a visionary to begin and develop an organization often lead that founder to expand the non-profit brand by addressing additional areas of need.
This isn’t unique to the non-profit world, of course. Companies with some of the most successful consumer brands have tried to use the brand equity not just to increase the product’s market share, but also to expand what the brand represents.
Brand extension is the enemy of clear and strong identity, whether it happens at a mission or with a consumer product.
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For information on Rooftop MediaWorks, visit our website at: http://RooftopMediaWorks.com. For commentary on the news of the day, visit The Rooftop Blog at: http://TheRooftopBlog.blogspot.com.
Far too often, success in the journey toward that vision breeds branches in the road.
The first principle of successful non-profit public relations is to Be One Thing. Remain focused on one product, mission, ministry, or cause. We have found from working with non-profit organizations over nearly three decades that the same impulses and drives that cause a visionary to begin and develop an organization often lead that founder to expand the non-profit brand by addressing additional areas of need.
This isn’t unique to the non-profit world, of course. Companies with some of the most successful consumer brands have tried to use the brand equity not just to increase the product’s market share, but also to expand what the brand represents.
Brand extension is the enemy of clear and strong identity, whether it happens at a mission or with a consumer product.
___________________
For information on Rooftop MediaWorks, visit our website at: http://RooftopMediaWorks.com. For commentary on the news of the day, visit The Rooftop Blog at: http://TheRooftopBlog.blogspot.com.
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