“Even in good times the fight for a share of a donor’s or sponsor’s wallet is fierce. How do we decide where to give? The decision criteria for giving exactly replicates Landor’s well-known four pillar model for building strong brands: be differentiated establish relevance, build esteem, and grow knowledge. We give to an organization because it seems special (differentiation), it fits into our life (relevance), we feel good about it (esteem), and we understand what it does (knowledge).” (11/18/09)
