A Foundation by Any Other Name: Rebranding a 100-Year-Old Organization

Ally Dommu, director of service development, joins Brad Drazen, vice president of communications and marketing, and Doretta Andonucci, communications and marketing officer, of the Greater Hartford Gives Foundation to deliver a ShowCase Poster Session at the Communications Network’s annual conference, ComNet26. Together they will share lessons learned from our rebranding collaboration, including:

1. Rebranding for you might be “branding” for someone else: Not everyone understands who you are and what you do.
2. Test your hypothesis before, during, and after, then be willing to take the big leap. “Fortune favors the bold” and admits when it’s wrong.
3. It’s the journey, not the destination: transitioning to a new brand is a long process. Pace yourself.
4. Choose partners with a different perspective than you; lean into each other’s strengths with an open mind.