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Traditional brand marketing makes the cause stand out
Where would Susan G. Komen For the Cure be without the month of October or a pink ribbon? Where would Livestrong be without Lance Armstrong and a yellow bracelet? When it comes to branding, it turns out nonprofits and for-profits aren’t so different – at least in the eyes of the consumer. Whether the dollar goes to the beneficiary or the bottom line, a recognizable brand image is a powerful tool in a marketer’s tool kit.
Our 2009 Cone Nonprofit Power Brand 100 demonstrated that nonprofits who take a for-profit approach to brand management can reap the benefits of additional awareness and increased revenue. So, it shouldn’t surprise you that six of the top 10 nonprofit brands were also top 10 revenue earners. And, our latest research proves nonprofits can use the same principles of branding their own organizations to brand their causes, too. According to our recently released 2010 Cone Nonprofit Marketing Trend Tracker, traditional marketing elements, such as an association with a special event or time period, a memorable color, logo or icon or the involvement of a celebrity or other notable spokesperson, help nonprofit causes stand out in the minds of American consumers.
What else can nonprofits do to ensure their causes break through? Check out our sister blog, “What Do You Stand For?” for more insights. In the meantime, we want to hear from you. What are your favorite examples of a nonprofit that has done a good job branding its cause? What were the marketing factors that left an impression?
Tags: celebrity marketing bestpractices research branding cone nonprofitpowerbrand100 nonprofit cause
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Cone in The New York Times wins June Clip of the Month
June was a great month for our clients in the media. We saw the most nominations for the Clip of the Month Award ever. Ten great placements faced off. Congratulations to Andrea List for securing coverage of The Cone Nonprofit Power Brand 100 in The New York Times.
Honorable mentions go to:
Amelia Ott for iVillage’s coverage of Jockey International
Amelia Ott & Erin Zwaska for Good Housekeeping’s coverage of Jockey International
Erin Zwaska for the Los Angeles Times’ “The Dish Rag” blog’s coverage of Jockey International
Farrell Klein for “Today’s” coverage of Chicco
Jennifer George for “Entertainment Tonight’s” coverage of Nestlé Pure Life
Maureen O’Connell for USA Today’s coverage of L’OrealJessica Pieciul for Food Network “Unwrapped’s” coverage of Ian’s Natural Foods
Jodi Housman for The Wall Street Journal’s coverage of Lemelson-MIT
Lindsay Harrington for “CBS Early Show’s” coverage of Deloitte
Lisen Syp for “The Ellen Degeneres Show’s” coverage of Chicco
Tags: nonprofitpowerbrand100 mediarelations awards clients
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Nonprofit Brands Contribute Millions to Organizational Revenue
Brand—a word often associated with large, consumer-facing companies whose products fill supermarket shelves or suburban shopping malls. But, a brand is just as important to nonprofit organizations, too. After all, a solid brand identity tells an important story. It sets expectations, gains attention, fosters relationships and ultimately helps ensure long-term survival.
In our latest research, The Cone Nonprofit Power Brand 100, conducted in collaboration with Intangible Business, we looked at the relationship between nonprofits’ brand images and their revenues. What we found might surprise you. Nonprofit brands can contribute millions, and sometimes billions, of dollars to organizations’ revenues!
Check out our sister blog, What Do You Stand For?, to find out more.
And tell us, what do you think are the major differences between for-profit and nonprofit brand management?
Tags: research cone nonprofitpowerbrand100
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