UNCF Gets C+
When I saw that the Fund actually acted on the advice they received from a prominent “branding” consultancy to change their name (for non-legal communications purposes) to UNCF, I thought to myself, “what a dumb move.”
[OK, I'll concede a prejudice … I've never encountered a branding consultancy that wasn't full of hot air, including the agency involved here.]
Acronym names are totally useless unless backed by years of MEGA-marketing and advertising budgets. Even then, no one but the employees ever recognizes them. I'll bet, ten years from now, no higher percentage of non-UNCF donors will recognize the name that would recognize it today. Anyone want to take the bet?
I filed away the article till I could collect my thoughts. But then Nancy Schwartz, writing in her January 30 edition of Getting Attention wrote a superb review of this branding exercise. She found a few things that seemed praiseworthy, and a bunch of things to criticize. Her piece convinced me to award the “UNCF” a C+ instead of an F.
Thank god the “UNCF” had the good sense to keep its outstanding tagline … A mind is a terrible thing to waste! That tagline, backed by 36 years of valuable public service advertising, says everything about the organization that needs to be said … and, in fact, that's where the organization's true brand equity lies.
Unfortunately, “UNCF” didn't see the course through and come up with a name that is evocative of the organization's history and mission, and suggestive of its future.
Just my opinion!
Search posts by category
Are you looking to recruit senior staff for your organisation or are you looking for a new professional challenge? Then check out Global Charity Jobs TODAY