I am obsessed with brands and branding lately, and for a reason.
You have less control than ever of your message, and that trend is accelerating. The message you don’t want is one YouTube, one blog post, one epinions post away.
I would argue your survival — perhaps especially online — depends on the clarity and potency of your brand.
Here’s a wonderful summary of the concepts of brand essence and brand promise — the fundamental building blocks of your brand strategy.
And if you subscribe to the the Stanford Social Innovation Review — which you should — here’s a seminal piece on branding in the non-profit sector.
Sea Change has developed a kick-ass branding workshop by the way — let us know if you’re interested.