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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.
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.
May 9, 2016 The GOP’s Moral DilemmaSource: Larry Checco
The soul of the Republican Party is about to be severely tested in the coming weeks and months. Now that Donald J. Trump is the presumptive Republican candidate for president, will the GOP, for its own party interests, coalesce...
April 21, 2016 Dear Washington, DC, Establishment:Source: Larry Checco
It didn’t have to come to this. Really. It didn’t. The Republican Party didn’t need to be pulling out its collective hair trying to figure out how to keep a bloviating billionaire from cleaving its party apart—or worse!
Source: Larry Checco, featured commentator
Upwards of $22 TRILLION! That’s what some experts estimate we’ve spent since LBJ launched his Great Society in 1964 in an attempt to eliminate poverty and racial injustice in America. Yet, little has changed.
February 17, 2016 Resolving the Annual Budget Tug of WarSource: Larry Checco, featured commentator
Here they go again! Even before President Barack Obama submitted his final budget proposal to Congress—a whopping $4.15 trillion package that would boost spending in 2017 by 5 percent—it was considered dead on arrival by...
January 22, 2016 You Say You Want a RevolutionSource: Larry Checco
The Republican and Democratic party establishments are both in a panic about their respective party’s outsider front-runners. Entrenched establishment leaders sense revolution in the air, and rightfully so.
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