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
7.pdf This presentation captures many uses and the significance of the number...
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
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
10.
11.
12.
Notas do 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.