AHA MOMENTS IN BRAND MANAGEMENT

About the Book

CEOs, executive directors, board members, politicians, religious leaders, and others continue to make the same mindless mistakes. When people consciously make bad decisions, it’s even more disturbing. These individuals hurt the organizations they’re supposed to lead. They are also hurting clients, customers, and followers of their respective groups. In this guidebook on reputation management, author Larry Checco, a longtime branding expert, explores how leaders can avoid these kinds of mistakes. You’ll discover proven ways to improve your organization’s brand. You’ll also learn why branding is all about trust; how marketing and branding are not the same; how even great companies sometimes get it wrong; and why branding is the responsibility of every employee. The truth is that branding is not just about an attractive logo, marketing, or public relations. It’s about managers making good decisions, and brand management starts with you. Step back and take an honest, introspective, and contemplative look at how management and an organization’s brand are integrally related with a series of Aha Moments in Brand Management.

About the Author

Larry Checco is president of Checco Communications; he conducts seminars on branding and leadership throughout the United States. He graduated with a degree in economics from Syracuse University and a master’s degree in journalism and public affairs from American University. He is also the author of Branding for Success: A Roadmap for Raising the Visibility and Value of Your Nonprofit Organization.