Branding For Good: An Approach For The Social Sector
Friday, March 27, 2009
Session Description
The meteoric expansion of the social sector has produced a proliferation of similar solutions and services that rival the sameness in most commercial sectors. NGOs risk commoditisation if they do not adopt modern branding practices to assert enduring, differentiated identities. Branding and marketing expert Noah Manduke will provide practical frameworks that social businesses, and non-profits can use to define, dramatise, and deliver their unique, essential value. Real cases will demonstrate how brand clarity can “preserve the core” while an organisation scales, decentralises, and partners with other NGO brands.
Time & Location
Time:
09:00 - 10:30, Friday, March 27, 2009
BST
Speakers
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Speaker
President, Durable Good
Noah Manduke is the President of Durable Good, a management consultancy focused on helping nonprofit organizations leverage brand-building disciplines to accelerate impact. A seasoned strategic identity expert, Noah has for over 35 years helped organizations to define, dramatize, and deliver upon their unique significance with clarity, focus and results.
Durable Good clients have included the Skoll Foundation, Conrad N. Hilton Foundation, King Philanthropies, Fossil Foundation, American Forest Foundation, Half the Sky Foundation, World Vision Canada, ALSAC/St. Jude Children’s Research Hospital, Institute for the Future, Water for People, Social Progress Index, North American Association for Environmental Education, The Philanthropy Workshop, Nuclear Threat Initiative, Viewpoint School, and the corporate social responsibility divisions of Disney and Mattel.
Noah is the former Chief Strategy Officer of the Jeff Skoll Group, a portfolio of social impact organizations created by renowned philanthropist and social entrepreneur, Jeff Skoll, to pursue his vision of a more sustainable, peaceful and prosperous world. Noah worked closely with Skoll’s leadership to continually sharpen impact strategies and cultivate opportunities for collective impact.
Prior to serving the social sector, Noah spent over 20 years helping businesses such as Microsoft, Adobe, Lexus, Sony, Mattel, and Disney to optimize their branding, marketing, and communications practices. During that time, he spent 13 years at global advertising agency, Ogilvy & Mather, and 8 years at leading strategic branding firm, Siegel & Gale, where Noah was named President and Chief Operating Officer 18 months after the company’s sale to Omnicom (NYSE: OMNI).
