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Single View - Consultants Biography

September 12, 2006 4:04 PM Age: 11 yrs

Checco, Larry

Category: All Consultants, Communications / Branding, Strategic Business Counsel, Accountability

Larry Checco is president of Checco Communications and author of Branding for Success: A Roadmap for Raising the Visibility and Value of Your Nonprofit Organization. 

Checco Communications is a consulting firm that specializes in branding.  It helps organizations clearly define who they are, what they do, how they do it and, most importantly, why anyone should care enough to support them.

Where most branding professionals focus on making sure an organization has an attractive logo, catchy tagline and perhaps a marketing plan, Larry’s take is a bit different.  His message is that good branding is far less about marketing, advertising and public relations and far more about quality leadership and staff, appropriate and ethical behavior, and an organization’s willingness, ability and commitment to live up to the promises, or covenant, its brand represents.

In Larry’s words:  “A brand is not a cosmetic you apply to your organization to make it look pretty.  A brand is nothing less than your organization’s DNA.  It’s a true reflection of who you are and what you do.  You can spend umpteen millions of dollars on marketing, and say anything you like about yourself.  But if you don’t live up to your ‘brand’ in everything you say and do, then what you have is all sizzle and no steak, and it won't take long for your target audiences to see the smoke and realize there's no meat.”  

He firmly believes that good branding principles are universal and apply to all organizations and companies, for profit and not-for-profit, alike.

In his more than 25 years of communications experience, Larry has helped to raise the brand visibility, fundraising capabilities, recruitment efforts, membership levels, and impact of some of the nation’s largest—and smallest—organizations and government agencies, including the American Red Cross, National Institutes of Health, the U.S. Postal Service, U.S. Department of Energy, and Neighborhood Reinvestment (now NeighborWorks America®).

Larry speaks, and conducts courses and workshops on branding around the country and is a faculty member of the NeighborWorks® Training Institute -- an adjunct of Southern New Hampshire University -- and advisor at the University of Maryland’s Robert H. Smith School of Businesses Executive MBA program.  

In addition to being sold throughout the United States, Larry’s book, Branding for Success, has found success in Australia, Canada, South Africa and Sweden.   His articles on branding are referred to and have been reprinted on numerous Web sites, including those of the Kellogg Foundation, GuideStar, the Foundation Center, National Council on Nonprofit Associations, KnowledgePlex, the Michigan State University library system, and many others.

Larry holds a degree in economics from Syracuse University, as well as an MA in journalism and public affairs from American University.  

For more information on Larry, his work and his book, Branding for Success, visit his Web site:

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Larry Checco
508 Scott Drive
Silver Spring, MD 20904
Tel: (301) 384-6007


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