Slide 1: Branding for Nonprofits
Progressive Communicators of Washington DC May 13, 2010
Slide 2: Top nonprofit brands
Slide 5: A brand is a combination of attributes, communicated through a name or symbol, that influences a thought process in the mind of an audience and creates value.
Slide 6: A Brand is a Promise
Brand Promise
Delivery on Brand the Brand Promise
Source: Marketing Management, Philip Kotler
Slide 8: Branding and social marketing: what is the relationship?
Slide 9: Six Levels of Meaning
• • • • • • Attributes Benefits Values Culture Personality User
Slide 10: Branding is about internal communication as much as external communication.
Slide 11: Deanna Troust
Vice President, Creative Services Vanguard Communications dtroust@vancomm.com
