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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.

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? [more]

June 30, 2012 Win-Win Versus Winner-Take-All

Source: 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. [more]

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? [more]

May 16, 2012 Dogma and Deceit

Source: 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...[more]

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. [more]

April 19, 2012 You’re Judged by the Company You Keep

Source: 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. [more]

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...[more]

January 12, 2010 Branding Bytes

Source: Larry Checco, Checco Communications

Branding Bytes is a quarterly e-newsletter courtesy of Larry Checco of Checco Communications In this issue: *A Good Brand Requires TLC: Just Ask My Wife! * Bits & Bytes * Speaking schedule * What clients say

July 2, 2009 Does Your Organization Suffer from Toxic Work Environment Syndrome?

Source: Larry Checco

We’ve all sat in on those meetings. You know, the ones around the conference table when a decision is about to be made. Knowing something of consequence is going to be discussed and acted on, the first thing most of us do is...[more]

June 24, 2009 Welcome to the 15th edition of Branding Bytes.

Source: Larry Checco

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...[more]

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