Harnessing passion to fight ‘charity fatigue’

Global competition is as much a fact of life for charities as it is for commercial organisations. And in the quest to win hearts, minds and money, the techniques of branding are now routine. The art, though, is to encourage the charity’s underlying passion and commitment to infuse, rather than become dominated by, the branding process.

Passionbrand’s work with Christian Aid embraces all points of that process, from brand positioning, to internal brand engagement. It has led to the development of a more sharply-etched brand idea, crystallised in the notion of ‘cutting through’. It is a brave but timely stance. The problems of global poverty and injustice are well rehearsed. Here is one organisation that’s prepared to focus on the solutions.