Today marks the launch of CBS’s most ambitious ad campaign to date.
Rebranding initiatives are becoming more common among nonprofits — particularly educational institutions — as these organizations adopt marketing strategies that previously were used only in the for-profit world.
Possible reasons for this shift? Increased global competition may be putting pressure on nonprofits to better distinguish themselves from similar organizations. And the Internet is providing easy outlets for messaging, along with examples of the value of a solid branding strategy.
But as nonprofits move toward for-profit strategies, how do they balance promoting their brand with promoting their underlying altruistic mission? (The Red campaign comes to mind). And are there limits to how far brand managers should go to adopt what have traditionally been for-profit tools?