Brands and Values - Changing Places or Learning to Tango?
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Mike Aiken and Philip Holden on the strange relationship between brands and values for non-profit organisations. Presentation to 6th International Colloquium on Nonprofit, Social and Arts Marketing, London, September 2007
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Brands and Values - Changing Places or Learning to Tango?
- 1. Changing places or learning to tango? Values and brands in transition in the for-profit and not-for-profit sectors Mike Aiken & Philip Holden 6 th International Colloquium on Nonprofit, Social and Arts Marketing, London, September 2007
- 5. Visualising a sector as a field + - For profit ‘field’
- 6. Mapping two sectors + - + - For profit ‘field’ Not for profit ‘field’
- 7. Mapping two sectors + - + - For profit ‘field’ Not for profit ‘field’ ‘ force’ of ‘values’ ‘ force’ of ‘branding’
- 8. Mapping two sectors + -
- 9. Examples Organisational forms Private sector Public sector Third sector (The six organisations marked with a * are described in Aiken, 2007) A4E CARP* Reed in Partnership Work Directions UK* Work Solutions* Tomorrow’s People* Steps to Work* Necta INclude* Chase, Factory, HCWW
Notas del editor
- Mike – long familiarity with social actors who spoke of and acted according to ‘values’ ~ but noted some social enterprises in particular paid attention to branding Phil – long familiarity with marketing organisations that aspired to powerful brands ~ but noted that some voluntary sector organisations were ambivalent about branding A need for exploring the ‘leaky boundaries’ between sectors.