What’s in a name? Leaders in nonprofit organizations are expected to hold labels that reflect their authority and responsibility, but with a handful of terms to choose from, how much weight does a particular title really hold? Specifically, what is the significance of being Executive Director versus CEO?
For nonprofits, the risk of wasting money on advertising is often a debilitating concern. Ignoring the fact that investing in advertising can result in a greater impact in the long run, many tread carefully with their spending out of fear of being accused of misusing funds, thereby discouraging donors. But in the same way that for-profit advertising can stimulate and even create a desire for commercial products and services, nonprofits can use advertising to bring greater attention to and encourage support for their cause.
While, fundamentally, the approach to brand strategy should be the same no matter the offering, there are notable differences between branding healthcare services and branding a healthcare product. Why is it more difficult to brand services than products?
The capitalistic framework of cause-related marketing in fashion seems inherently flawed, causing more problems or at best, presenting a solution that is not the most effective or impactful option for the issue it aims to tackle. But the messaging is irresistible—live a purpose-driven life in a way that fits an aspirational lifestyle.
A recent opinion article in the New York Times asserts that “you can be a different person after the pandemic.” It’s an interesting piece that focuses on personality changes, but how can the sentiment of pandemic changes be applied to personal health?
As in healthcare marketing, encouraging a specific health-related behavior requires a deep understanding of how people behave and change, and how they respond to public health messaging. In light of the current reality regarding vaccinations, we pose the question: how can we effectively encourage changes in public health behavior?
From #MeToo to Black Lives Matter, it wouldn’t be a stretch to say that the world is currently experiencing the largest wave of mass social movements in history. But what is it about these modern times that have reared so many social movements? How did they initially spark and how were they able to become a widely recognizable movement garnering global support?
We’re pleased to share that Tronvig has been named a "Top B2B Consulting Firm" by Clutch. It’s important to celebrate success to be able to build on it, so please allow us to take a moment to reflect on some of the positive feedback we’ve received from clients.
True 360 process rebranding initiatives have the ability not only to elevate a brand’s public perception but to boost employee morale and performance by enhancing the organization’s internal culture. So then why are such efforts are few and far between? What often gets in the way is fear.
With a bird’s-eye view, you start to notice patterns and similarities beyond the differences in language or jargon—like in the fields of creative placemaking and music. Is it tomato vs. tomahto? How might we work together if we recognize that we are saying the same things in different words?
Influencers can be powerful partners in marketing. Assessing whether influencer marketing is right for your brand comes down to four key factors: your customers, your product, your goals, and your budget.
A look at telehealth adoption through the lens of Dr. Everett Rogers’ Diffusion of Innovations Theory: What’s coming and what will it take to keep the beneficial changes in behavior that are occurring due to the pandemic?
Listen to Tronvig founder and lead strategist James Heaton's interview on Pia Silva's podcast, "Show Your Business Who's Boss."
When non-consenting companies find their brands adopted by white supremacists and neo-Nazis, how can they reclaim their brand?
Is quiet part of the essential value proposition of museums? Is an art museum, for example, meant to provide a kind of dampening field for the other senses so that sight can have free rein? Museums are indeed a very special kind of public space. Their likeness in the public sphere is rare and I agree that this should be cherished. But it should also be examined.