Summary and Info
I run a design agency and bought this book to give to a client. I was impressed that Brandraising works as both a primer for the novice and a refresher for the expert. Clear sign-posting with subheadings and a comprehensive index makes this a valuable reference book too, especially for those charged with day-to-day communications work in non-profit organisations.
Durham presents a robust brand model that is interesting to the professional yet accessible to the lay-person. Other writers on the subject seem speak to the converted with too much technical language, or dumb-down the ideas somewhat. This book avoids both mistakes. Excellent use of diagrams helps the reader orientate themselves with the big picture every step of the way.
This book is essential reading for any one involved in marketing or development in the non-profit sector.
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