Larry C Johnson-Getting It Right the First Time Fundraising Branding : FundRaising Success: "My response to her was, well-meaning as her intentions are, she was making a common mistake made by organizations when they make a mission or cultural shift. She wanted to start with the most obvious, most immediate place to make a change — the name.
When making an organizational shift, we almost always want to start with a process, a thing that is easy to see and, hopefully, immediate in its impact. The place to begin, however, is with understanding the principles that are involved and operating in the situation."
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