Differentiation can transform both your brand AND your internal culture.

For over 40 years, Barry LaBov has helped iconic companies like Harley-Davidson, Audi, and The Macallan uncover the magic that sets them apart - and now he’s bringing those lessons to the nonprofit sector.

Barry walks us through his 5-step “brand re-engineering” process, which starts with a profound question: "What should we NOT change?"

You’ll hear why naming your unique approach is critical, how to avoid the trap of generic mission statements, and why launching your brand refresh should start with your most important audience: your team and supporters.

These learnings from Barry's work at LABOV Marketing Communications and Training offer powerful parallels for nonprofits seeking emotional connection with supporters, and I just know this episode will challenge you to sharpen your language, simplify your message, and lead with confidence!

Resources & Links

Connect with Barry on LinkedIn and learn more about LABOV on their website. Barry also has a book, The Power of Differentiation.

This show is brought to you by GivingTuesday! GivingTuesday is a global generosity movement that started in 2012 with a simple idea: a day to do good.

This year, on Tuesday, December 2, 2025, join the conversation: share your favorite nonprofit’s campaign, volunteer for a cause you care about, share an act of kindness, or encourage your audience to do the same.

Use #GivingTuesday, tag @GivingTuesday, and visit GivingTuesday.org/Participate to get involved and inspire others!

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