Every organization has to stand out in a meaningful way to be successful.  This is no less true of nonprofit organizations than any other.  Nonprofits must gain the support of donors, volunteers, partners, funders, served communities, staff persons, elected officials, journalists and many others. 

The principles of branding — the art and science of standing out in a meaningful way — are essential.

Successful branding in nonprofit organizations has challenges.  Mission statements must be boiled down.  Small budgets have to act like big budgets.  Diverse constituencies need to be brought into alignment.  Activities need to be measured and evaluated.  Obstacles to implementation must be overcome. 

And, at the end of the day the branding effort needs to respect the dual bottom lines — the mission of the organization and the ability to attract the financial resources needed to accomplish it.
Meet the Expert

Jay Dean

Consultant Jay Dean
President, Refreshingly Bright Ideas
Berkeley, CA
  • English
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About Jay

  • Senior marketing executive with experience in nonprofit, Internet, high technology, media, and consumer goods sectors.
  • Responsible for brand strategy and comprehensive management of marketing strategy, activities and operations.
  • Extensive operational experience managing mid-sized nonprofit and for-profit organizations.
  • Strategic planner for blue-chip global advertisers. Board member and advisor to top environmental nonprofit organizations.
  • Innovator in the fields of Internet personalization, high tech brand strategy, advertising account planning, brand equity research, and consumer psychographic research.
  • Career highlights include globally recognized media campaigns and strategic planning for new product launches that rank as some of the most successful of all time.
  • First American account planner in advertising industry.

Experience

President • Refreshingly Bright Ideas
May, 2011 — Present
  • Brand and marketing consultant specializing in the needs of nonprofit organizations.
  • Services include brand strategy development, brand identity makeovers, website design and creation, messaging, publications, marketing planning and execution, and marketing research.
Chief Strategy Officer • Young & Rubicam
1982 — 2000
  • General manager of agency brand consulting practice, responsible for new business development, agency business strategy, and brand advertising strategy (account planning) for all agency clients.  Managed department of 12 strategic account planners. 
  • Developed consulting practice specializing in high technology branding.  Member of the team that developed BrandAsset®, a multi-million dollar brand research program that is the most comprehensive study of brands worldwide.  Managed agency's pro bono account portfolio.  
  • Worldwide Account Managing Director for 18 months for the $40 million Novell account, one of agency’s largest in the late 90's. Managed group of 10 account managers and 20 other professionals in San Francisco, and 120 people in 50 Y&R offices worldwide.

Education

University of California, Berkeley, Haas School of Business
MBA, Marketing, 1994
Harvard College
BA, Psychology, Sociology, 1980

Academic Honors

Summa Cum Laude

Academic Awards

Phi Beta Kappa

Thesis

Effects of Social or Physical Referent and Valence of Consequences in Persuasive Communication
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