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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 19, 2012 You’re Judged by the Company You KeepSource: 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.
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...
January 12, 2010 Branding BytesSource: 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
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...
June 24, 2009 Welcome to the 15th edition of Branding Bytes.Source: Larry Checco
April 16, 2009 Larry Checco's Branding BytesSource: Branding Bytes
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...
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