Building a Memorable Brand: Jim Moriarty on Why Attention, Trust, & Competency Matter More Than Ever
“I do not believe that nonprofits live in a separate world. I believe that they live in the same world [as every other brand].” –Jim Moriarty
Nonprofits aren’t operating in a separate marketplace than for-profits. They’re competing for the same attention, trust, and loyalty as every other brand.
Jim Moriarty, brand strategist and former CEO of the Surfrider Foundation, believes this is the case—positing that both sectors are after the same consumer attention, and that both are doing real good in the world.
With vast experience in both sectors, Jim thinks nonprofits can learn a thing or two from for-profit brands about evaluating performance, building trust, and clarifying your mission.
In this episode, Jim shares:
- Why the lines are blurry between for-profits and nonprofits for consumers
- Why Nike’s mission to make sports accessible to all is actually a core part of their model
- What nonprofits can learn from brands about building consumer trust and competency in delivering on their promise
- How a clear narrative, real-world activation, and constant feedback can accelerate momentum
Find links to resources mentioned and key takeaways in the show notes for this episode: https://www.futurenonprofit.com/jim-moriarty/
