Clear Defendable Territory
Ripping up the charity rulebook: why charities should subvert brand norms to get noticed

How can a charity build a brand capable of competing for our attention against the likes of Unilever and P&G?

Our Director of Consulting Nick Liddell talked to The Drum about why charities must avoid behaving like commercial brands. He's written a new set of charity brand rules including counterfeit your own brand, ditch your brand values, and never try to 'own' the customer.

So, resist the temptation to become the Apple or Nike of the not-for-profit world: subvert the rules and build a brand people truly want to be part of.

Read more about Nick's new charity brand rules.