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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 22, 2013 If Congress Can’t Fix Social Security, Forget Medicare and Medicaid

Source: Larry Checco

Social Security is all the rage again—but in reality it has been since its inception. Enacted in the 1930s when life expectancy for both men and women was around 60 years of age, people could start collecting Social Security at...[more]

March 21, 2013 Our Institutions Need to be Reformed

Source: Larry Checco, featured commentator

Question: What’s the core problem with these United States of America? Answer: Our institutions are failing us—miserably! And the problem is systemic. [more]

February 25, 2013 How to Revitalize the Middleclass

Source: Larry Checco

My father, who endured the Great Depression, survived World War II and returned home a decorated war veteran, barely had an 8th grade education. But in the 1950s, while my sister and I were growing up, he worked three jobs...[more]

December 21, 2012 Newtown Tragedy Forces Hard Questions

Source: Larry Checco, featured commentator

Five days after the horrific Newtown, Connecticut school shootings, I happened to learn that someone I hadn’t spoken to in nearly 25 years lives there. I always liked Jim (not his real name) and innocently decided this might be...[more]

November 21, 2012 To Regulate or Not to Regulate?

Source: Larry Checco, featured commentator

Last week, the Washington Post reported that David Trone, managing director of JMP Securities, a full-service investment bank headquartered in San Francisco, said that his industry faces more “misery” as a result of President...[more]

September 12, 2012 Secret Service and Romney Tax Returns

Source: Larry Checco, featured commentator

We learned last week that the US Secret Service is investigating whether or not someone has stolen Mitt Romney’s tax records and is demanding US$1 million not to make them public.[more]

August 24, 2012 I Don’t Want to Eat Your Lunch…

Source: Larry Checco, featured commentator

If you held any doubts as to which direction the Republican presidential ticket would take this country if it were to be elected this fall, with the selection of Paul Ryan as vice presidential candidate, doubt no longer. [more]

August 20, 2012 State unemployment rates rise in 44 states

Source: 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...[more]

July 23, 2012 Bankers Gone Wild

Source: 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.[more]

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