Earlier in the week I had the pleasure of meeting with one my high school clients. I presented to all faculty and staff as part of their back to school orientation days. The theme of my presentation was brand sustainability. I have been working with this particular school for about five years now. During that time my organization has had the opportunity to develop and implement a brand strategy for the school and the other schools in the school system.
Also during that period of time the economy has taken a turn for the worse, competition has become more prevalent and the word sustainability has become more a part of our lexicon. When most people or organizations use the word sustainability they do so in reference to a green strategy or social responsibility. When I use the word sustainability I do so in reference to a brand, and ensuring that the brand remains in existence.
I also do so in connection with the organization's's mission, core values and stakeholder engagement. I find that it is more effective to recruit and retain brand champions when you are talking about survival, rather than a green strategy that may or may not align with your overall brand strategy.
What does sustainability mean to your brand?
Rex Whisman
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