What Makes A Brand Powerful?

Over on my Fast Company Experts blog, I offered some thoughts on the new Cone Nonprofit Power Brand 100 Study.  Here is how my post begins:

Cone Inc released their “Cone Nonprofit Power Brand 100” report yesterday – in which it valued (and ranked) the brands of some of America’s leading social, environmental and animal organizations.  Not surprisingly, the report is already generating a lot of buzz.  People mostly want to talk about which charities were ranked and which ones weren’t, or who scored highest on the list (and why).  But I think that is the wrong discussion to have.  I want to focus on something else – the very concept of brand, and its importance for nonprofit organizations, in today’s connected society.

Go read the full post, and let me know what you think.

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