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Marketing and branding

Social ventures, particularly those that are tax funded or grant aided, have been suspicious of branding. Governments find themselves criticised for spending money on branding. Grant givers are reluctant to fund expenditure on brands and all that is involved in developing them. But all ventures have an appearance and a style. It is part of the way they communicate. Social ventures should see branding as a flame that indicates a presence and attracts people towards it. It is the first step in widening its connections.