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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 13, 2009 Shame on Us If….Source: Larry Checco
The business sections of this morning’s newspapers are full of encouraging news. Banks are beginning to post profits….pension funds are posting their first gains in months….even consumers are demonstrating a bit more confidence.
February 5, 2009 The Most Important Part of Your Strategic PlanSource: Larry Checco, Checco Communications
Trust is at a premium. Public skepticism regarding institutions and organizations of all kinds is at an all-time high. Trust, which many once took for granted—especially with respect to some of our most venerated for-profit,...
January 8, 2009 Branding Bytes - Winter 2009Source: Larry Checco
Welcome to the 13th edition of Branding Bytes.
December 8, 2008 Don't Bite Off Your NoseSource: Larry Checco
Times are tough. Many nonprofits are hunkering down, trying to weather the economic storm that is dramatically reducing their revenues yet increasing demand for their services. Often one of the first functions to go is...
October 8, 2008 No More BullSource: Larry Checco
For years I’ve been telling my clients that good branding is far less about logos, taglines, marketing, advertising and public relations, and far more about quality leadership and staff; accountable and ethical behavior; and a...
September 5, 2008 Welcome to the 12th edition of Branding Bytes Fall 2008Source: Larry Checco
August 6, 2008 Bring Community into Your CommunicationsSource: Larry Checco
Set aside a few seconds to try to imagine what the United States of America would be like without a healthy, vibrant nonprofit sector.
Source: Larry Checco
I am deeply offended that The Washington Post saw fit to provide former Fannie Mae director, Franklin Raines, a public forum to give the rest of us advice on what the government should to do solve Fannie’s financial woes.
May 27, 2008 Branding Bytes - Issue #11 Summer 2008Source: Larry Checco
April 16, 2008 Are Your Organization’s Ethical Standards Slip-Slidin’ Away?Source: Larry Checco
As a professional who consults with organizations on how to raise the visibility and value of their “brands” I’m always stressing with my clients that a brand is not a cosmetic you apply to make your organization look pretty.
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