April 17, 2008
Marketing Expert Picked to Lead Red Cross
The new president of the American Red Cross called the charity "an incredibly powerful brand" that continues to appeal to the American people despite the "hits" it has taken in recent years.
"This is a brand to die for," Gail J. McGovern, who has been a marketing professor at the Harvard Business School for the past six years, said in an interview. "It creates a visceral reaction. When people see it, they know that help is on the way."
Ms. McGovern was named president of the
This content is only for subscribers. You can gain access by purchasing a:
Print Subscription
Digital Subscription
Already have an account? Log In Now.
Get more great stories about the nonprofit world delivered to your inbox every weekday. 
