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Larry Checco Columns
Larry Checco is president of Checco Communications. His latest book is entitled Aha! Moments in Brand Management: Commonsense Insights to a Stronger, Healthier Brand. 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 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. His first book, Branding for Success: A Roadmap for Raising the Visibility and Value of Your Nonprofit Organization, has sold thousands of copies worldwide. Click here for full bio.
April 5, 2017 Trump’s Budget Speaks VolumesSource: Larry Checco, featured commentator
There’s a saying in Washington, DC, that goes: Show me your budget and I’ll tell you your values.
February 8, 2017 The New Era of Bread and CircusesSource: Larry Checco, featured commentator
Emperor Augustus knew well that the best way to keep Rome’s struggling working class—then referred to as plebs or plebeians—from rioting in the streets was to keep them nominally well fed...and distracted.
December 28, 2016 The Republic is at StakeSource: Larry Checco , featured commentator
While Democrats may be licking their wounds, Republicans are licking their chops.
November 21, 2016 President-elect Trump is no MysterySource: Larry Checco, featured commentator
My wife and I voted before leaving the states and were vacationing in Italy when swing states were swept up in an electoral tsunami no one -- not even the winning presidential candidate -- had expected.
October 31, 2016 Anyone Worried About Governance?Source: Larry Checco, featured commentator
Despite whether you think Donald Trump will win this election or not, respected political prognosticators expect him to receive 50 million to 60 million of all votes cast.
October 10, 2016 Ya Wanna Know Why Americans are Angry?Source: Larry Checco
Here’s a good example. Wells Fargo fires 5,300 employees over the course of five years for doing what they were essentially strong-armed by their superiors into doing—namely “cross-selling” services, or creating accounts that two...
September 7, 2016 This Will Tax Your Mind: $406 billion!Source: Larry Checco, featured commentator
That’s what the Internal Revenue Service (IRS) estimates the “tax gap,” namely the amount of taxes owed that went uncollected between 2008 and 2010 to be—per year
June 29, 2016 Can You Hear Me Now!?Source: Larry Checco, featured columnist
Can you hear me now? That’s not a catchy line from a campy Verizon cell phone service commercial. It’s people around the world sending out a very strong, clear message to the powers that be.
June 17, 2016 Beware the Arc of HistorySource: Larry Checco
Since time immemorial civilizations and empires have existed on finite arcs of history—rising from humble beginnings, soaring to pinnacles of glory then slowly or rapidly declining into extinction or, if lucky, into more benign...
May 20, 2016 Rebranding isn’t About Changing Your MessageSource: Larry Checco
Budweiser is no longer the King of Beers—at least temporarily. Starting May 23rd right through the November presidential elections, it will be rebranded as America’s beer.
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