Essay about Brand Ideals

1079 Words Jun 6th, 2013 5 Pages
A fairly thorough literature review has been undertaken concerning the topic of brand building for Not-For-Profit organisations.
I am attempting to bring together a couple of principles which will explain our approach to the Pro Bono Campaign.
Ogilvy are proponents of the idea of Brand Ideals. Millward Brown, also part of WPP, have initiated a measurement tool for Brand Ideals which is said to the “the engine of business growth.” A Brand Ideal is defined as “a higher purpose of a brand or an organisation which goes beyond the product or service that they sell. The ideal is the brand’s inspirational reason for being. It explains why the brand exists and the impact it seeks to make in the world. A brand
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BrandChannel confirm this finding: “not-for-profits must have clarity in what they stand for, with a clear vision and a focused cause. They must answer the questions, Why do we exist? What is our picture of an ideal world?”
It may seem simpler for a non-profit to articulate their purpose and vision of an ideal world than a conventional, For-Profit brand but in reality there is evidence to the contrary. According to BrandChannel, many NFPs feel emotionally attached to their causes and end up investing too much money in short-term fundraising. “The problem with many non-profits is that they are so busy beating the drum of what they do, loudly proclaiming the value of what they provide, that they don’t hear the needs and desires of their audiences.”
Douglas Holt, Professor of Marketing at the University of Oxford, and author of How Brands Become Icons and Cultural Strategy, supports this finding. Holt investigated why many social enterprises fail to scale. He found that many of these organisations either mimic conventional businesses or else they wear their ideology on their sleeve as a sermon to a narrow group of activists. As a result, they usually fail to scale. Holt recommends that social enterprises “put ideology at the centre of strategy development. While mass market consumers aren’t activists, they are voracious consumers of ideology.”
The more successful non-profits – those that have

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