What’s in a Name? Ireland’s Newest Charity Brand
Boundaries between corporate & charity categories are blurring as corporations define their social purpose for profit, & charities adopt corporate tactics for impact
Charity brands are everywhere. Without even realizing, our daily lives are affected. Red Cross, Amnesty International and Greenpeace are as ubiquitous as Google, Hilton Worldwide and Unilever. Presently, the boundaries between corporate and charity categories are blurring as corporations define their social purpose for profit, and charities adopt corporate tactics for impact.
Historically, charities have taken narrow approach to brand management, using it as a tool for fundraising. They knew increased visibility and favorable positioning would result in donations. In an increasingly competitive landscape, more have moved beyond that approach, to explore the wider, strategic roles that brand can also play in mission and vision.
Founded in 1897, the Royal Victoria Eye & Ear Hospital, known fondly to generations of Dubliners as “The Eye and Ear”. A public teaching hospital, it is also the National Referral Centre for both eye and ear, nose and throat disorders. It was the first hospital in Ireland built entirely by private philanthropy. Architecturally significant, the listed building on Adelaide Road is an important brand asset which holds memories for many.
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