Last week Benjamin Hooks, former executive director of the NAACP passed away at his home in Memphis, TN. One might be hard-pressed to identify someone who understood brand and the need to champion a brand more than Benjamin Hooks. When Hooks took over the NAACP in 1977 the organization was $1 million in debt and membership had shrunk nearly 50 percent. By the time Hooks left in 1992 the NAACP was growing by leaps and bounds and its brand awareness was at a high level.
Hooks was an advocate for social justice and race relations. His own brand attributes seemed to align well with those of the NAACP. He also seemed right at home in Memphis, the location for other civil rights advocates. Hooks was a pioneer in many regards. For example he was the first black commissioner of the FCC, before taking over as executive director of the NAACP.
Hooks was very successful in recruiting and retaining brand champions for many organizations and himself. For your many contributions to social justice and communications, Benjamin Hooks, you are the Brand Champion of the Day!
Rex Whisman
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