ABSTRACT
The focus of a charity should be about making, or maintaining, change. Brand plays a central and vital role in delivering this. The last 25 years have seen a profound shift in the importance and use of ‘brand’ in the charity sector. Brand has moved from a peripheral communications tool to become a core strategic enabler for delivering the goals of many of the UK’s most successful charities. Drawing on over 50 years of practical brand-building experience at the centre of this change, the authors use their practical expertise to explore the role, value, context and elements of brands that have impact and make a vital difference to their charities’ causes.
