How can you update a brand across a federated network?

About this Episode

Updating a brand across connected, yet independent organizations is no small feat. Farra Trompeter, co-director, talks with Omoiye Kinney, executive vice president and chief marketing officer for United Way Worldwide, about managing a global brand refresh across 1,000 local United Ways in 30+ countries. They explore how United Way conducted an 18-month data-driven process that centered trust and listening with network leaders and balanced brand consistency with local autonomy. Omoiye shares lessons on phasing brand rollout, empowering brand ambassadors, connecting brand to fundraising, and why your brand is more fragile than you think. Get practical strategies for any organization managing a nonprofit brand.