Breakthrough Nonprofit Branding is a book for our times. Here is the conclusion of our review.
Canadian-based Stratford Shakespeare Festival decided to think really big. They knew that they couldn't rely on just a local audience to build a world-class Shakespeare company. They had to go international, but particularly needed to appeal to a U.S. audience which today makes up 30% of its audience. Creating a great experience is the key. Today, the Festival offers a broad range of theater experiences from Shakespeare in the park, broadcasts to Cineplexes, and online through streaming media. It has also developed an "immersive" experience at the festival itself, offering free concerts, preshow talks, and classes to patrons. Anita Gaffney of the Shakespeare Festival says:
We produce events that get people talking, and make it easy for as many people as possible to be involved....It's tempting to assume that Shakespeare's plays, however well known, are something that only a small and elite group of people would be interested in experiencing. Yet, it could be that nobody has approached them with ways that Shakespeare can fit into their lives. Our goal has been to change attitudes and build a broad community of paople who believe in the power of classical theater.
So, Should You Read This Book?
Absolutely! The authors have been thorough in their research and truly break new ground for branding nonprofits. Besides the great case studies, there are practical tips and a process for rebranding that any organization can use to find their own authentic mission and thus brand.
The most important lesson from Breakthrough Nonprofit Branding may be that branding and strategy go together. As the authors point out, "Breakthrough nonprofit brands have an unmistakable sense of direction. They understand that a focused, distinct brand meaning makes the organizational strategy clearer, more motivating, and attractive to all stakeholders."
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