June 14, 2001

Build Brand Identity for Causes, Not Groups

By VIKKI SPRUILL

By VIKKI SPRUILL

In recent years, nonprofit groups have embraced few ideas more zealously than one called branding, a marketing practice used widely in the for-profit world to build loyalty among customers and investors and one-up the competition.

But the nonprofit world -- especially advocacy groups working in fields such as health, education, and the environment -- can ill afford to wage corporate-style branding battles. Instead of helping charitable

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