Here is an excerpt:
“…The Partnership for a Drug-Free America recently rebranded itself as the Partnership for Drug-Free Kids, with the website URL right there in the name. To me, this is the definition of becoming more relevant and branding your action.
According to Steve Pasierb, president and CEO of the Partnership for Drug-Free Kids, they found in research that the old name was “confusing to parents … [it] showed that people assumed we were part of the government or an organization focused on drug policy.”
The new name gives parents a clear action and drives them directly to the organization’s wealth of online resources around drug prevention and intervention.”
We introduced our new brand positioning in late 2010, in collaboration with Euro RSCG New York, who created TV public service announcements and print media featuring our new name and logo.
Click here to read the full blog post in “Adlibbing.”