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Whitepapers Archives
April 24, 2008
Building Momentum
Posted by Brett Hutchinson | Filed under: Whitepapers
Over the years as we've been helping businesses get unstuck and off the hamster wheel, we have discovered 12 questions that every organization needs to answer in order to build momentum.
Building Momentum (PDF, 124 KB, 2 pages)
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March 16, 2007
Measures for Cause Marketing
Posted by Brad Abare | Filed under: Whitepapers
The ultimate measure of success for a cause marketing relationship--that is
when a for-profit partners with a non-profit, collectively rallying their distinct
assets for the advancement of a cause--should see three primary victories.
Measures for Cause Marketing (PDF, 116 KB, 3 pages)
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March 9, 2007
Responsible Business
Posted by Brad Abare | Filed under: Whitepapers
A responsible business could be defined as a community with purpose. The purpose is not just to seek profits, but to do something better with those profits. Being a responsible business means providing value to its members. Contrary to popular opinion, the membership of a business is made up of owners, investors, employees, the community and sometimes customers.
Responsible Business (PDF, 84 KB, 2 pages)
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January 19, 2007
What is Cause Marketing?
Posted by Kevin D. Hendricks | Filed under: Whitepapers
At the most basic cause marketing is about making a living while making life worth living. It's doing something good and making money at the same time. It's helping a local charity and selling widgets.
What is Cause Marketing? (PDF, 96 KB, 2 pages)
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December 4, 2006
What is Your Category?
Posted by Brett Hutchinson | Filed under: Whitepapers
You have heard that famous Vince Lombardi story haven’t you? It’s the one where the famous NFL coach explains the game of football to a bunch of seasoned NFL players. Coach Lombardi begins by saying, “This is a football,” and then proceeds to tell the team how the game of football is played in painfully simple terms.
What is Your Category? (PDF, 111 KB, 3 pages)
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November 8, 2006
The Real Value of Branding for Non-Profits
Posted by Brett Hutchinson | Filed under: Whitepapers
When asked about the value of branding for non-profits one is usually confronted with several misconceptions, “Why worry about branding? We don’t want to be a big company. We don’t want to make money, we want to help people.” Or, “Branding is about image. We are more worried about doing the right thing.” Or, “We already have a logo we like.”
The Real Value of Branding for Non-Profits (PDF, 100 KB, 2 pages)
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November 2, 2006
How To Tell Your Cause's Story
Posted by Brett Hutchinson | Filed under: Whitepapers
Stories are powerful. People have been telling them for thousands of years for a reason. They connect with people, inspiring and motivating them to action. Put the power of story to work for your cause. Let's look at how to put together a simple story for your cause.
How To Tell Your Cause's Story (PDF, 124 KB, 4 pages)
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October 28, 2006
The Power of Brand Identity
Posted by Brett Hutchinson | Filed under: Whitepapers
Your brand identity is more than a combination of symbols and letters printed on stationary and placed on your products--it is a symbol that identifies who you really are--your reputation, your results and the recognition you have received. Just look at the brand of the infamous Jack Sparrow.
The Power of Brand Identity (PDF, 84 KB, 2 pages)
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October 12, 2006
What a Good Cause Marketing Campaign Says
Posted by Brett Hutchinson | Filed under: Whitepapers
The days of giving to a cause just because it is the right thing to do are gone. People are demanding to see a return on investment even in the area of social action. People see value in supporting causes as a kind of personal and social investment. It's about supporting causes that help others and help me. Causes that don't deliver are dumped.
What a Good Cause Marketing Campaign Says (PDF, 104 KB, 2 pages)
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How to Communicate with Everybody and Nobody
Posted by Brad Abare | Filed under: Whitepapers
Communication without repetition is noise. If you are not willing to repeat what you say, chances are pretty good it wasn't worth saying in the first place. When it comes to the stuff that matters, we must understand that no one heard us the first time.
Communication without repetition is noise.
How to Communicate with Everybody and Nobody (PDF, 80 KB, 1 page)
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