"People need to understand what the brand is about and what difference it’s going to make. Tell them as much as you can about brand strategy, how decisions were made (including internal and external factors), how brand meaning differentiates the organization, and how your brand meaning evolution represents a shift form past to present to future, and so forth."
— J. S. Daw, C. Cone, K. D. Merenda and A. Erhard in Breakthrough Nonprofit Branding — Seven Principles to Power Extraordinary Results
