The Lost Chapters: Stuff That Wouldn't Fit in the Book and Other Useful Material
Lost Chapter No. 1: Branding and the Sales Driven Organization
A fascinating discussion of a familiar problem in many companies that grew up on their salesmanship. An exploration of why the discipline of branding can help them jump to the next level of success. Click here to download PDF.
Lost Chapter No. 2: Branding in the Public Sector
If branding works so great with for-profit businesses, what is its place in the public sector? Government agencies, federal and state programs, social marketing initiatives also benefit from smart, effective branding strategies. It's a bit different when there's no "competition," but is nevertheless a critical success factor in many cases. This lost chapter explores several cases and why branding has its place in public sector initiatives. Click here to download PDF.
Lost Chapter Number 3: Branding and the Non-profit
The extensive work our firm has done for non-profit organizations has underscored a fundamental truth: the not-for-profit world is vastly more competitive than the for-profit world. Counter-intuitive at first, you need only mention the concept to any not-for-profit executive to get a knowing assent. In this lost chapter I discuss the 'why" of branding for non-profits. Click here to download PDF.
