Tag Archives: branding

Botox on a unicorn: Should the nonprofit sector change its name?

hongkongfood_downstairs_10Hi everyone, I am heading back to the US this week. It has been a fun vacation, though kind of exhausting with a two-year-old who refuses to eat anything or sleep more than three consecutive hours. This, and being an ED for nearly ten years, has taken a toll on me. I keep getting comments like, “Your son is so cute! Hm…you must have started your family late, huh? How old are you, 44, 45?” After the fifth time, asked by a tofu dessert vendor, I just said, “No, I did not start a family late! I just look way older than I am! Time has not been kind to me! Thanks for reminding me, lady!” Then I softly wept into my bowl of hot silken tofu with ginger caramel sauce, thinking that maybe I should get some cosmetic surgery here, since it’s way cheaper than in the US.

But anyway, today’s topic. In the past few months, I’ve been hearing more and more people suggest that the nonprofit sector should change its name. “Defining ourselves by something we’re not is pretty ridiculous,” said some very smart people during a happy hour. “Yeah!” I agreed, getting up in arms, “that’s like calling a woman a ‘non-man’! Or hummus a ‘non-guacamole’! Ridiculous! Let’s grab our torches and pitchforks!” Continue reading

SU/FU: The secret to branding success

brandingThis weekend we had a party for my son, who turned one. This kid was not going to remember anything, so it was really a party for us. Still, it is customary in Vietnamese culture (and I hear Korean culture) that when a child turns one, an assortment of objects are placed in front of him. Each object represents a profession, and the first thing he picks up is indicative of what he’ll be. Parents usually lay out things like a stethoscope, a gavel, a caliper, a syringe, and some money. The really ambitious parents will lay out a stethogavel. Or a wedding ring glued to a lottery ticket.

On a silver tray we placed all the items and set the baby down on the ground. He looked at the 60 or so people gathered around him, then slowly reached toward his destiny. I was hoping he would choose the unicorn card I placed on the tray, the unicorn of course representing all of us in nonprofit. His hand hovered over the objects, and he picked up the maraca.

And that brings me to today’s topic: Marketing and branding. I’ve been hearing a lot about these concepts lately, since everyone is talking about them. “Develop your personal brand,” I hear, or “improve your elevator pitch” or “engage your donors through social media” or “Vu, could you please wear a shirt with buttons and comb your hair for the site visit?” etc. Continue reading