The following is adapted from a tutorial given at RCMA 2009 by Bill Oechsler, president of XLER Marketing & Brand Consultancy, Grand Rapids, Mich. Is my organization relevant to its members? Is my organization different from other religious groups? Are we communicating in a language that will resonate with our audience? These are just some of the questions to ask when branding an organization or event. What is a brand? A brand is a widely recognized name or symbol. In the consumer ...

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