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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.
October 8, 2008 No More BullSource: Larry Checco
For years I’ve been telling my clients that good branding is far less about logos, taglines, marketing, advertising and public relations, and far more about quality leadership and staff; accountable and ethical behavior; and a...
September 5, 2008 Welcome to the 12th edition of Branding Bytes Fall 2008Source: Larry Checco
August 6, 2008 Bring Community into Your CommunicationsSource: Larry Checco
Set aside a few seconds to try to imagine what the United States of America would be like without a healthy, vibrant nonprofit sector.
Source: Larry Checco
I am deeply offended that The Washington Post saw fit to provide former Fannie Mae director, Franklin Raines, a public forum to give the rest of us advice on what the government should to do solve Fannie’s financial woes.
May 27, 2008 Branding Bytes - Issue #11 Summer 2008Source: Larry Checco
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.
April 15, 2008 Branding Bytes - Issue #10 Spring 2008Source: Larry Checco
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...
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...
September 17, 2007 "De-Mystifying Nonprofits." Hosted by Celeste TerrySource: 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...
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