the one-minute brand briefing

Brian Huse, the savvy conservationist who runs Coral Reef Alliance, put me onto this incredibly cogent overview of brand essence.

In the new world of authenticity-driven marketing and fundraising, you have less control of your message than ever before.  That means it’s ultra important that your distilled essence — your brand — be clear and compelling.  At the end of the day that’s what gets across.