Branding and marketing are not synonymous. Great marketing – in both for-profit and nonprofit organizations – starts with strong and consistent branding, which is then reinforced by the organization’s people, programs, and communications. Think of it this way: a brand is an organization’s identity – the essence of what you are.
The Challenge Founded in 1964, Jazzmobile seeks to keep alive and strengthen the heritage of Afro-Latin jazz, a uniquely American art form, through quality performances and educational programs. Sensing a deterioration in its reach in connection with its 45th Anniversary, Jazzmobile engaged NESC to prepare a total communications plan aimed