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April 16, 2009 6:56 AM Age: 11 yrs

Larry Checco's Branding Bytes

Category: Larry Checco
Source:  Branding Bytes

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Issue 14
Spring 2009

Welcome to the 14th edition of Branding Bytes.

Branding Bytes is a FREE quarterly e-newsletter 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 (  Simply click Branding Bytes on the website homepage menu to access them.   NOTE:   Branding Bytes is copyrighted and may not be reprinted or reproduced without attributing Larry Checco of Checco Communications as its source and providing the website address above.  Thank you.

In this issue:

  • Tired of all the doom and gloom?  This is your time!
  • Bits & Bytes
  • What clients say
  • Speaking schedule  

Tired of All the Doom and Gloom?  This is Your Time

Home foreclosures....job insurance, or lack thereof...plummeting 401ks....

Millions of Americans are hurting.  And the hurt is crossing all racial, social and economic divides.  No one is immune.  People who never in their lives have needed help may now be knocking on your door.

At the same time, while demand for your organization's services is increasing, its ability to raise funds is decreasing.

Tired of all the doom and gloom?  Need something to cheer you up?  Consider the following:

This is your time!

There is no better time to build a strong, solid, long-term brand for your organization.

 This recession, as ugly and unrelenting as it may seem, is not going to last forever (if it does, dust off the loin cloths and clubs and find yourself a warm cave).  Eventually things will turn around and people will get back on their feet.  

Help someone out of a tight jam now--treat  them honestly, with dignity and respect, and deliver even a modicum of positive results--and they will remember you and your organization long after this crisis is over.

I once worked on contract for a major nonprofit relief organization. One day one of its development officers excitedly informed me that someone had just given the organization a multi-million dollar donation because years earlier it had helped several family members through a time of desperate personal need. 

This may not happen to your organization....but it could.

The concept of community is coming back.  Be a part of it.

It took a crisis of the proportions we are in now for many of us to realize that we are not red or blue, liberal or conservative, Democratic or
Republican, rich or poor, white or black, etc., etc., etc. In fact we are Americans, and we are all either going to sink or swim together.

Position your organization, therefore, not only as a provider of services to the people it directly helps, but rather as part of a greater movement to bring your community closer together during this time of near universal need. Once again, your efforts will be remembered long into the future.

Values are changing.  Change with them.

Again, it's taken a crisis, but people are beginning to re-examine their values and asking "What's important."   There appears to be less focus on money and more on valuing family and relationships.

Take a lesson.   Countless organizations, in both the for-profit and nonprofit sectors, thought it was all about the dollars. Many are no longer
with us because of that reason.

Keep your focus on your mission-and the money will eventually follow.

Give yourself a break.

If we've learned anything from this crisis it's that there is no such thing as predicting what the future holds. People who worked hard and watched their assets and portfolios grow over the last few decades thinking they were on the road to an easy, care-free retirement or financial existence, have, in a flash, discovered otherwise.

Give yourself a break.   Forget about the future for a while.  Instead seek out what I call spontaneous moments of joy (SMOJs).  They are all around us, including in the smiles of our loved ones and the people we serve.  If you're truly alert you might even identify and appreciate a SMOJ when walking out your door one morning and getting a nostril or two full of spring in the air.  

If nothing else, this is the time to strengthen your brand and refocus on what's truly important.  Besides, SMOJs help relieve stress.  Trust me.

Bits & Bytes:

What Clients Say: 

  • "Since taking Larry's class I have expanded in a way I never thought I could. The class gave me so many tools, ideas and information to launch a comprehensive branding strategy. I even had my Executive Director and the President of the Board eating up the ideas
    I brought to the table."--Jennifer Jonassaint, Homeowners Rehab Inc., Cambridge, MA
  • "Larry's class was an excellent learning experience. Not only did I learn about branding, I  learned about the new way in which businesses and non-profits manage their employees, structure their staffing and present a unique, successful brand to the outside world.  I strongly  recommend it for people who want to learn more than how to build and maintain a
    successful brand.

My Latest Speaking Schedule:

  • University of Maryland, Robert H. Smith School of Business "Small Business, Big Ideas: Entrepreneurship Event", April 18, 2009, The Universities at Shady Grove, Rockville, MD 
  • Assistance League Regional Chapter Networking Events:
  1.         Santa Monica, CA, April 27, 2009
  2.         Long Beach, CA, April 28, 2009
  3.         Los Gatos, CA, April 29, 2009
  4.         Portland, OR April 30, 2009    
  • EEI one-day course, entitled "Rebranding the Federal Government--One Agency at a Time, May 5, Alexandria, VA 
  • Assistance League Leadership Conference, May 13, 2009 Los Angeles, CA
  • San Bernardino County Library, Friends of the Library Event, May 14, 2009, Ontario, CA 
  • Weinberg Fellowship Program, July 14, 2009 Baltimore, MD
  • GuideStar Webinar, Wednesday July 29, 1 pm ET 
  • NeighborWorks Training Institute, Chicago, IL Aug. 20-21  

My book, Branding for Success can be ordered on line at my website (, as well as through, and the websites of numerous organizations.      

As always, I look forward to receiving your feedback, questions, success stories and branding challenges.  Also, if you are in need of a motivational speaker, trainer or branding consultant/coach, I invite you to contact me or log onto my website for more information.

In the meantime, good luck with your branding!


"Branding For Success"

Larry Checco

Phone: (301)384-6007
Fax:     (301)384-6352

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