Josh Fenn, senior marketing manager at Baidu, told "SearchBlog" that advertisers who use DU Ad Platform stand to benefit from tons of data, analytics and AI technology. The platform integratesbehavioral data of more than 2 billion app users worldwide.
NYS Entity Status
NYS Filing Date
MAY 10, 2013
NYS DOS ID#
NYS Entity Type
DOMESTIC LIMITED LIABILITY COMPANY
2013 - INTEGRATED SENIOR BENEFITS LLC
AROUND THE WEB
- Baidu Integrates Video Ads On Android, Native On iOS For Mobile Apps
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Tuesday Jun 13, 2017
Blink Health LLC, a provider of consumer price discounts for prescription drugs, said it has terminated its relationship with Express Scripts Holding Co., a pharmacy-benefit manager that helped arrange the new price break for Lilly’s insulin.
- Fit City: Taking Night-Life Cue, Gyms Lower the Lights
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Cycling, boxing and running studios, as well as some full-service gyms, are using sophisticated lighting systems to heighten the exercise experience.
When’s the best time to rebrand?
Thursday Mar 9, 2017
There’s no such thing as the perfect moment to rebrand. Thoughtful timing makes a big difference in the experience and its outcomes, and can help make sure the right people are on the bus. But waiting too long can have very negative implications-- demotivating your staff and board, confusing your community, and creating a lackluster experience for donors and clients.
So if you know it’s a necessary step for your organization to take at some point, how do you determine the right time to tackle a rebrand?
Rebranding during times of predictable change
Most nonprofits expect predictable moments of change such as the term-limiting of board members, the retirement of a CEO, or those that emerge from a long strategic planning or capital campaign process. Predictable change can be hard and scary, but because you saw it coming, time has hopefully been set aside to work on whatever is changing, and priorities have shifted in ways the whole organization acknowledges.
The rebrands that generate the best results for nonprofits typically happen right after a new leader joins the organization, strategic planning concludes, or just before a significant capital campaign.
Rebranding during these moments is more effective because leadership views the work as one of several changes essential to the organization’s growth and development, so there’s real commitment to see it through. Our national study of the impact rebranding has on nonprofits, “The Rebrand Effect”, showed that these organizations seem to raise more money, attract better board members, recruit more program participants, and motivate their staff more, too. (You can download the ebook about that study here.)
Conversely, rebranding before a significant change in leadership can less effective, or even die on the vine entirely. A new Executive Director, Chief Development Officer, or Communications Director who inherits a rebrand they weren’t a part of has less investment in its success, or may not like it at all. Without senior-level support and a champion, the new brand is likely to be implemented less consistently and ineffectively. That’s a real waste of time and money.
We recommend you wait for the key players to join your senior leadership team so they can be a part of the rebrand, if you know that change is coming within a year. They’ll be more likely to understand, leverage, and promote it if they are a part of the new brand’s creation.
Its also best to wait until your strategic planning process is well underway and the future direction of the organization is clear before rebranding. Your rebrand is simply an extension of that plan: the two should, ideally, feel closely intertwined.
Rebranding during times of unpredictable change
While predictable changes can feel hard as you’re going through them, it’s the changes you didn’t see coming that can feel the most disruptive within an organization. Political changes alter the fundraising landscape. A crisis in your community shifts programmatic priorities overnight. The sudden departure of an executive director or other key staff person leaves you shocked… you get the point. These unpredictable changes inside and outside your nonprofit can stir up anxiety for staff, board, and your closest advocates. They eat up brainspace and energy you weren’t prepared for.
When you’re already stretched thin, rebranding is harder because it requires real time, focus, and effort. If the changes aren’t likely to impact the engine that powers your work such as your fundraising and client-facing programs, waiting until you have the brainspace and energy for it as an organization may be the best plan. But if your funding sources are changing and you anticipate needing to build new relationships with individual donors or corporate supporters then it’s a mistake to wait too long, as you’ll want to establish your voice as effectively as possible. Don’t put off rebranding if it’s clearly an essential step toward building relationships that will be critical to your success or survival downstream.
A smart rebranding process begins by creating or refining assets that express your nonprofit’s vision, mission, and voice in powerful ways. Next, you’ll weave those elements into your website, social, print, in-person, and other materials. Finally, you’ll integrate it consistently into fundraising, awareness, recruitment, and other campaigns that reach and engage your audiences. That’s how household brands do it, and it takes time and consistency to do well. Start your rebrand before there’s a crisis or problem, if possible, so you don’t cut corners to get it done. After all, you’ll want it to last.
Ask yourself these three questions
Still not clear what you should do? Use these questions to guide a conversation about whether or not this is the right time to rebrand:
- Are we clear and aligned about where our organization is heading over the next few years so we can use that to inform our brand strategy, visuals, and messaging?
- Is it likely that our Executive Director and any senior staff responsible for communications will be with the organization for at least a year to see this process through and help make it stick afterwards?
- Is now a time when we should be investing in our own infrastructure and future so we can build relationships in a year or beyond with new donors, funders, clients, partners, or other key external audiences we might not be reaching effectively yet?
This information visualization might help you decide, too. Lastly, it might also be useful to reach out to other organizations that have rebranded and learn from them. When and why did they do it? What were the benefits and challenges?
Rebranding alone doesn’t raise awareness for your organization, it just gives you the tools to do so more effectively. A successful rebrand brings your organization’s vision and mission to life through a clear communications strategy, messaging, and visuals framework that staff and board can use to communicate consistently and effectively. Your staff will be able to speak, write, campaign, and engage people more powerfully, and in ways that reflects the essence of your vision and mission. Time it right to get the best value.
- Allied Irish Banks: Fresh Listing for a Fresh Start
Tuesday Jun 13, 2017
Allied Irish Banks offers investors a good chance to ride the Irish Republic’s strong economic recovery, but it comes with just one snag: a still-large chunk of bad loans left over from the hard years.
- Effective Altruism -- what does it mean for fundraising?
By Jeff Brooks - Wednesday Jun 14, 2017
by guest blogger George Crankovic, Senior Writer at TrueSense Marketing. He blogs at The Clued-in Copywriter. Peter Singer wants donors to give based not just on emotion but also on cold, hard facts and clear-sighted reason. He says donors should calculate where their dollars will have the greatest impact, and give only to those charities that demonstrate the best outcomes. It's like a cost-benefit analysis applied to philanthropy. He calls this effective altruism. You can read about it here. It's an idea that some donors find appealing. The way Singer looks at it, giving involves the larger issue of living...
- Rooted in Counterculture, Whole Foods’ Founder Finds an Unlikely Refuge
By MICHAEL J. de la MERCED and ALEXANDRA STEVENSON - Friday Jun 16, 2017
John Mackey wanted to fight off the activist investors attacking Whole Foods. He found a savior in Amazon, a company blamed for laying waste to retailers.
Leading a nonprofit rebrand: Lessons learned from Good to Great
Thursday Dec 1, 2016
Behind the most successful nonprofit rebranding initiatives lies not just a great logo or perfectly phrased tagline, but also a strong leader and team of people who feel engaged in the process, motivated to give thoughtful feedback, and focused on the goals of the work—not just the work’s deliverables.
In the book Good to Great: Why Some Companies Make the Leap and Others Don't, Jim Collins offers a powerfully simple metaphor for explaining what makes a good organization become a great one, which naturally applies to the work of nonprofit rebranding.
You are a bus driver. The bus, your company, is at a standstill, and it’s your job to get it going. You have to decide where you’re going, how you’re going to get there, and who’s going with you.
Most people assume that great bus drivers (read: business leaders) immediately start the journey by announcing to the people on the bus where they’re going—by setting a new direction or by articulating a fresh corporate vision.
In fact, leaders of companies that go from good to great start not with “where” but with “who.” They start by getting the right people on the bus, the wrong people off the bus, and the right people in the right seats. And they stick with that discipline—first the people, then the direction—no matter how dire the circumstances.
Nonprofits embarking on big organizational shifts such as rebranding can also benefit from some of Collins’ thinking, shifting attention away from the “what” to the “who.” Inspired by his bus metaphor, we’ve assembled a few leadership lessons for nonprofits thinking about undergoing a significant rebrand. Safe travels.
- Invite the right passengers onboard the bus. Nonprofit rebranding is not a one-person job or a task managed exclusively by a consultant. Rebranding successfully requires assembling the right team for the journey as much as making decisions like what color your new logo should be. Strong leadership entails a well-thought-out plan for engagement and feedback from different areas of the organization—from staff inside and outside the communications team, to senior leadership, to the board, to outside experts and consultants. The earlier you know who needs to be on the bus, the better.
- Get the right butts in the right seats. Effective nonprofit leaders don’t just invite the right people on the bus, they think about getting the right people in the right seats. For nonprofit rebranding, that means mapping out the responsibilities and expectations of those involved in the process based on their connection to the organization and areas of expertise, and clearly communicating how the ultimate decisions will be made. A RACI chart is a helpful tool to employ when rebranding: it clarifies roles and responsibilities, making sure that nothing falls through the cracks. RACI charts also prevent confusion by assigning clear ownership for tasks and decisions. We’ve seen that strong nonprofit leaders don't shoulder the full responsibility for decision making or obscure how the decision will ultimately be made or who will make it.
- Agree upon the destination. Now that you have the right people in the right seats, work on defining and communicating the destination. Jim Collins explains that this is where many leaders fall short—they start first with the “what” and then shift to the “who.” In the case of the nonprofit rebrand, that means getting aligned about what the rebrand is ultimately in service of (fundraising? greater awareness? advocacy?), identifying who the right audiences are to achieve that goal, and clarifying the strategies to reach them. As a leader, it’s your job to ensure that everyone understands and is bought into what the destination is and how you’ll get there. If everyone on the bus has a different destination in mind, then it’s going to be a tough journey. Some of the most challenging rebrand processes we’ve been a part of happen when key people involved lose sight of why they’re doing this. It’s the leader’s job to keep that vision alive.
- Expect some potholes. Change is hard, and rebranding is no exception. The more you can embrace the idea that challenges will be part of the process—and better yet, see them coming before anyone else does—the better shape you’ll be in. People will disagree, and the work might not be “it” the first time around. Rebranding is a process, and as a leader it’s your job to expect the challenges, understand them, and navigate through them.
- Keep your passengers in the know. Communicating with everyone involved throughout the rebrand process is essential, especially because rebrands don’t happen overnight. Let folks know what the process will include, what’s happening next, and the status of everything. Don’t leave your passengers unengaged or lost.
- Triage passenger feedback and politics. When it’s time to start making decisions and evaluating the work, it’s your job to listen to new ideas without judgment, take feedback seriously, and process what you’ve heard through the lens of the desired goals. Consider everything, but be comfortable knowing that not everyone’s opinions have to be included or have to be reflected in the final product. It’s up to you, as the leader, to decide and hold firm on what will (and what won’t) happen.
- Arrive safely at the destination. Ultimately, it’s your job as the driver on this journey to keep your hands on the wheel and your eyes on the road, and follow the smartest route possible. In a rebrand, you’ll have to ensure decisions are made, commit to those decisions, and make sure your team understands and supports those decisions. Some detours are okay, but a successful journey must come to an end.