When it comes to choosing your external values, playing it safe is the greatest risk you can take
By playing it safe with generic values, confusing them with internal behaviours and not being bold enough, charities are missing an opportunity for compelling emotional engagement. That’s the key message emerging from our recent analysis here at Spencer du Bois, the charity branding specialists. Based on research of 50 of the top 100 UK charities, we found that although there are some exceptional examples of good practice,…
