Executive Briefings | March 20, 2013
New Thinking On Non-Profit Branding
Does brand matter? The simple answer is yes, but in the increasingly competitive world of health and human services, I think brand will matter more and more. The reason is simple – we are moving from a "commodity-based" service market to one that is more competitive. In this case, competitive means appealing to payers and consumer alike in terms of preference. The "new" value equation is a combination of service and convenience and brand – which is why thinking about "brand" may be a more important in the years to come.
But branding may take on even more strategic role for . . .