Let’s be Candid

Another great brand bites the dust.

Brand is what customers say about a company, not what a company says about itself.

Here’s the email in my inbox today:

Hello David,

This is a big day for us. We are excited to share with you that Foundation Center and GuideStar have joined forces. Starting today, we will operate as a single new nonprofit organization called Candid.

Let’s think about this for a second.

We have one organization name that is as close to household as it gets in the non-profit/charity space and another generic name that everyday America has never heard of.

Let’s be candid, which brand name would you adopt, the one with massive brand recognition, the one you’ve never heard of or unknown option C?

Guidestar

Guidestar is huge, the go-to place for information about 2.2 million registered 501 c 3 charitable organizations.

www.guidestar.org

In 2018, Americans donated $418 billion to charity, and Guidestar sorts and ranks all that data.