- Mon, August 13 2012
- Filed under: Marketing essentials
The wonderful Marty Neumeier, one of my favorite marketing gurus, talks about “c-sickness”—contagion, confusion, contradiction and complexity. If you’re a nonprofit that’s been around awhile, you might have it. That’s because it’s an illness that successful brands often get as they grow over time.
Here is how I would describe the Cs as they apply to us.
1. Contagion - You’ve chased grants,started new programs and generally spread yourself too thin - in message, marketing and mission.
2. Confusion - Because the one, sharp idea where you started has morphed into many programs and less focus, people aren’t sure what you stand for.
3. Contradiction - You stand for different things that don’t always complement each other.
4. Complexity - All this adds up to too much and yet not enough. Some of the ways you have grown un-focus rather than reinforce your purpose.
So what do you do as someone in nonprofit marketing? I’d add a new c - CONCENTRATE. In his book Zag, Neumeier talks about a two stage rocket. Your existing brand is what got you into orbit. Great. Now shed what you don’t need—drop the things you may have needed to launch but are sapping energy from rocketing onward with strong focus.
What can you leave behind to get to what is next?