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

Business Économie & finance

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

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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

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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

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Notes de l'éditeur

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.

Brands and Values - Changing Places or Learning to Tango?

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Notes de l'éditeur