November 2014

As you probably know, Coca-Cola has a product named Zero that's heavily promoted around the world. 'Getting to Zero' is the strategy made by the Joint United Nations Programme on HIV/AIDS (UNAIDS). The vision is: Zero new infections. Zero discrimination. Zero AIDS-related deaths. In my mind, Coca-Cola scored...

Nonprofits face many difficulties when branding. Some of these are unique as the value proposition for a nonprofit is unique to that sector. It is a social exchange with an intangible, higher-order reward as its value proposition. The key issues are values and vision, trust and transparency, organisational culture and structure.