Abstract
The central message of my article is contained in the title: ‘If organizations are from Venus and businesses are from Mars, can branding be the bridge? A seven-step guide to stellar partnerships’. Fundamentally different in character, temperament and priorities, UN/NGOs and businesses have traditionally been cautious, even suspicious of one another. The article focuses on partnerships as an emerging discipline and aims to establish new rules of engagement between business and organizations. However counter-intuitive, our thesis is based on this insight: as brands are fundamentally about relationships, branding can be the bridge to trust and accountability, shockingly the chief components reported lacking in public–private partnerships today. The seven-step guide that follows is fully grounded in well-established brand-building principles.
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