Brand Ideals

In: Business and Management

Submitted By cilandrews
Words 1088
Pages 5
A fairly thorough literature review has been undertaken concerning the topic of brand building for Not-For-Profit organisations.
I am attempting to bring together a couple of principles which will explain our approach to the Pro Bono Campaign.
PRINCIPLE ONE: BRAND IDEALS
Ogilvy are proponents of the idea of Brand Ideals. Millward Brown, also part of WPP, have initiated a measurement tool for Brand Ideals which is said to the “the engine of business growth.” A Brand Ideal is defined as “a higher purpose of a brand or an organisation which goes beyond the product or service that they sell. The ideal is the brand’s inspirational reason for being. It explains why the brand exists and the impact it seeks to make in the world. A brand ideal actively aims to improve the quality of people’s lives.”
Here is how the concept of brand ideals is applied in the For Profits sector: * Dove believes that the world would be better if women were allowed to feel good about themselves. * Fanta believes that the world would be a better place if we grew up less and played more. * Scrabble believes that the world would be a better place if we loved words more. * Adidas believes that the world would be better place if people went beyond their normal boundaries. * Coca-Cola believes that the world would be a better place if we saw the glass as half full – not half empty.
PRINCIPLE TWO: APPLICATION OF BRANDING IN NON-PROFITS
Several Universities, including Stanford and Harvard, have investigated the role, or application of, branding in the Not-For-Profit (NFP) sector. They have found an increasing number of NFPs are using branding principles and are developing a broader, more strategic approach in managing their brands to create a greater social impact.
The starting point, they say, is that the NFP organisation needs to be clear about their mission and…...

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