Maintaining A Consistent Brand Requires Change

When things have been going poorly for an organization and they seek a fresh start, (perhaps upon emerging from a national epidemic), the impulse is often to rebrand. However, in a Marketing Week piece, Mark Ritson, argues for a revitalization rather than rebranding.  Ritson argues that even if you feel public perception is so bad there is a need to start over from square one, there is actually quite a bit of solid foundation you would be abandoning in a rebrand. Rebranding – in which we not only attempt to change the … Read more

Time To Include #ShowTheSalary In The Hiring Process

There has been a growing campaign internationally in the non-profit/charity sectors over recent years for employers to include a salary range when conducting job searches rather than utilizing vague terms like “competitive” or commensurate with experience.” The Show The Salary website was started in the UK, but people in the United States and Canada have taken up the cause. People like Nonprofit AF blogger Vu Le frequently make Twitter posts directed at employers using the hashtag #showthesalary. Vu Le generally includes the sentence “Please always #ShowTheSalary, as not doing so perpetuates racial … Read more

Show Me What You Love About The Arts Without Using Pictures Of The Arts

Advisory Board for the Arts sponsored a webinar discussing how Utah Symphony shifted its marketing focus to emphasize emotional factors and shared values.  Karen Freeman, Executive Director of Research at Advisory Board for the Arts, observed that this approach can be effective because “people make choices based on emotional factors but justify it with rational considerations.”  Essentially, how this might manifest is you may choose what car to purchase based on an emotional association but decide it is a good choice based on things like gas mileage, dealer incentives and utility to … Read more

Send this to a friend