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Friday, March 27, 2009

Branding For Good: An Approach For The Social Sector

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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.

 

When | Where

09:00 - 10:30 Friday, March 27

Session leaders

  • Noah Manduke Speaker
    President, Durable Good
    Noah Manduke is the President of Durable Good, a management consultancy focused on helping nonprofit organizations and social enterprises leverage brand-building disciplines to accelerate impact. A seasoned strategic identity consultant, Noah has for over 30 years helped organizations define, dramatize, and deliver upon their unique significance with clarity and results. Durable Good clients have included the Skoll Foundation, Capricorn Investment Group, Participant Media, Skoll Global Threats Fund, Conrad N. Hilton Foundation, Fossil Foundation, Social Progress Imperative, Half the Sky Foundation, Water for People, ALSAC/St. Jude Children’s Research Hospital, World Vision Canada, American Forest Foundation, and the corporate social responsibility divisions of the Walt Disney Company and Mattel. Noah is the former Chief Strategy Officer of the Jeff Skoll Group, a portfolio of organizations created by the first President of eBay, Jeff Skoll, to pursue his philanthropic vision of a sustainable world of peace and prosperity. Prior to serving the social sector, Noah spent over 20 years helping businesses such Microsoft, Lexus, Sony, Disney, and Yahoo! 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 global 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).