As a student in NYU’s Performing Arts Administration program, I took a variety of classes at Stern business school — and consequently learned much about the corporate world. One concept that has stuck with me is the convergence between commercial advertising and mission-based branding.
A recent article in Advertising Age (Cablers Rebrand With New Slogans But Confuse Customers | Media – Advertising Age) brings home the point.
The article examines how networks are “switching up slogans and rebranding” in order to “stand out from the crowd” — reflecting how many not-for-profit performing arts organizations are re-considering their mission statements. As Michael Kaiser — the so-called ‘King of the Turn-Around’– advises, clear, distinctive missions are the key to attracting funds. Or as Sam Wilson, managing director of Wolff Olins says in the AdAge article:
“Cable nets use new taglines and logos not only to attract new viewers and invigorate loyalists, but to send a message to advertisers and affiliates that there’s been a shift in focus either on the programming side or the audience the network is attracting…”
Let’s put it this way: if your viewers cannot distinguish your company based on your mission statement — it might be time for you to ‘rebrand’ as well.