Re: Branding definition

From: John Gaskill <JG_at_Info-Central-USA.com>
Date: Mon 03 Mar 2003 11:22:28 -0600

On 26 Feb 2003, at 16:48, Sean M. Hays wrote:

> "Profitability" is not a necessary ingredient to the definition of
> "brand". Profitability may be key for an individual company's brand, but
> there are many organizations that are not at all concerned with
> "profitability". Think about the Make-A-Wish Foundation, the Boys, Girls
> Clubs of America, and Blue Cross/Blue Shield. I don't know what their
> brand managers and marketing departments are aiming for, but I suspect
> "profitability" is not the whole point of branding. Maybe revenues...

Sean,

The whole purpose of branding is to increase
profitability, whether the brand is owned by a
multi-billion dollar international conglomerate or
a local non-profit interested in getting you to
make a donation.

If a non-profit is to survive, it must make a profit.
 The fact that they spend all the profits does not
make their desire for strong brand recognition
any less intense than the desire of for profits.

Brand loyalty is part of the equation for non-
profs as well. It is much easier to ask the same
donor for more money than it is to round up new
donors.

Think about it.

John Gaskill
Info-Central-USA.com







Received on Mon Mar 03 2003 - 11:22:28 CST