Wednesday, August 3, 2011

A Story of Re-Branding

Re-Branding is done for a variety of different reasons.  Sometimes an organization wants to move away from some controversial events that had soiled their previous brand.  Other times, its just the result of an evolution in the organization's thinking.  In the case of Good360 and Mothers Against Drunk Driving (MADD), it was clearly an effort to "refresh" their brand.  In the newest issue of The NonProfit Times, the story behind the re-branding of these two nonprofits is discussed:

When Gifts In Kind International (GIKI) changed its name earlier this year, it wasn’t just some tweaks at the edges or a few nips and tucks to its logo. The Alexandria, Va.-based nonprofit unveiled its new name, Good360, this past spring, in the midst of revamping its business model in a sort of mashup of Kiva, eBay and DonorsChoose.org.


And, it’s not done yet: Phase II will launch by the end of the summer, integrating its two websites and rolling out an online catalog where individuals can become “microphilanthropists” by underwriting the shipping and handling costs of product donations. Charities often must consider when to transition image and brand, which might have grown from a small, fledgling effort into a nationally recognized organization. It’s not uncommon for nonprofit managers to think about whether the brand needs to be revamped with age or whether to retain the equity in a name it’s had for so long.


For Good360, it turned out to be a new name, web portal and business model, leaving behind a name, and more, that it had for almost 30 years. Mothers Against Drunk Driving (MADD), also some 30 years old, didn’t want to lose its established name and brand, so a new logo was characterized as a “refresh” of the brand.

(read the full article here)

The article goes on to paint a fascinating story of the process behind the rebranding of these two organizations.  There comes a time in the life of any nonprofit where major changes have to be made in order to ensure continuing success.  Change can be difficult but, as you can see with Good360 and MADD, they can ultimately be for the better.  Has your organization ever had to undergo changes like these?  Please feel free to share your stories with us in the comment section.

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