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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 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. [more]

April 15, 2008 Branding Bytes - Issue #10 Spring 2008

Source: Larry Checco

Branding Bytes is a FREE quarterly e-letter courtesy of Larry Checco of Checco Communications (please refer below to our privacy policy and how to subscribe/unsubscribe). Past issues are archived on my website...[more]

April 1, 2008 Commentary – Have We Gone Daft?

Source: Larry Checco

On March 8, 2008, The Washington Post ran a story in its Metro section about Michael Holland -- a mentally disabled 18-year employee with Safeway -- who, while on his way to a short work break, failed to pay for a glazed doughnut...[more]

March 26, 2008 Leadership: Whose journey is it, anyway?

Source: Larry Checco

I often look back at my 25-plus years as a consultant and the scores of organizations I’ve worked with during that time. And it always startles me when I realize just how few good leaders or managers I’ve come across in all...[more]

September 17, 2007 "De-Mystifying Nonprofits." Hosted by Celeste Terry

Source: Larry Checco

Branding expert Larry Checco recently appeared with Neighborhood Housing Services of Greater Cleveland (NHSGC) executive director Lou Tisler on the internet-based radio talk show "De-Mystifying Nonprofits." Tisler has declared...[more]

September 17, 2007 De-Mystifying Nonprofits - Radio Show on Branding

Source: Larry Checco - Checco Communications

Branding expert Larry Checco recently appeared with Neighborhood Housing Services of Greater Cleveland (NHSGC) executive director Lou Tisler on the internet-based radio talk show "De-Mystifying Nonprofits." Tisler has declared...

September 6, 2007 Branding Bytes Issue #8

Source: Larry Checco

Branding Bytes is a free quarterly e-letter courtesy of Larry Checco of Checco Communications (please refer below to our privacy policy and how to subscribe/unsubscribe). Past issues are archived on my website...[more]

June 22, 2007 Branding Bytes: Issue #7: Summer 2007

Source: Larry Checco

There's an old saying in the communications business that states: It's not how a message is delivered, but rather how it is received that makes all the difference. Put another way, it doesn't matter what you may want to say...[more]

April 18, 2007 Branding Bytes: Issue #6 Spring 2007

Source: Larry Checco - Checco Communications

Branding Bytes is a FREE quarterly e-letter courtesy of Larry Checco of Checco Communications (please refer below to our privacy policy and how to subscribe/unsubscribe). Past issues are archived on my website...[more]

March 7, 2007 Unlocking the Mysteries of an Internal Brand Audit

Source: Reprinted from Branding Bytes By Larry Checco

Like a financial or communications audit, an internal brand audit is an independent review of an organization’s brand, which, if done properly, provides the organization with a baseline for how clearly its brand is defined,[more]

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