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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.
August 20, 2012 State unemployment rates rise in 44 statesSource: CNN Money
NEW YORK (CNNMoney) -- The state unemployment picture worsened last month, with jobless rates creeping higher in 44 states, according to a government report released Friday. Only two states and the District of Columbia saw...
August 6, 2012 Taxing Matters!Source: Larry Checco
Billionaire hotelier Leona Helmsley is alleged to have said: “Only little people pay taxes.” Although the tabloids' "Queen of Mean" went to her grave denying she ever spoke those words, she should have taken credit. It turns out...
July 23, 2012 Bankers Gone WildSource: Larry Checco, president, Checco Communications
Question: What’s the difference between many of today’s bankers and HBO's program star, the fictional mafia boss, "Tony Soprano?" Answer: The HBO character Tony Soprano appears to have some scruples.
July 9, 2012 I Have Seen the Enemy…Source: Larry Cheeco
The Pew Research Center may have just moved me one step closer to resolving a mystery that’s bothered me for quite some time. The mystery: Why do so many Americans vote against their own self-interest?
June 30, 2012 Win-Win Versus Winner-Take-AllSource: Larry Checco
The Great Recession—including the housing and stock market collapses of the past decade—wiped out nearly 30 years of net worth gains for the typical middle-class household, according to a recent article in Time magazine.
June 11, 2012 Where’s our ROI?Source: Larry Checco
The chatter continues in earnest about whether or not to extend the Bush tax cuts to the wealthiest among us. So what’s new?
May 16, 2012 Dogma and DeceitSource: Larry Checco
The biggest deficit our nation faces isn’t financial; it’s one of trust—especially in our politicians and politics. Tea Party-backed Richard Mourdock’s recent Indiana primary victory over the more moderate Republican Senator...
May 1, 2012 “We Are Sorry”Source: Larry Checco
Tarnished may be too mild a term. Fact is Rupert Murdoch’s mega-media empire’s brand in Britain is certainly showing a lot of wear and tear these days.
April 19, 2012 You’re Judged by the Company You KeepSource: Larry Checco
The Trayvon Martin case has inadvertently brought into play a key branding principle: do your due diligence before aligning your company’s name and brand with that of another organization’s.
April 28, 2010 Welcome to the 18th edition of Branding Bytes.Source: Larry Checco, Checco Communications
When it Comes to Your Brand, Details Matter - I was just about to make a positive remark about the attractive design on the cover of the document, when a colleague of the person whose department was responsible for putting the...
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