A Bit About Larry:

Larry Checco is president of Checco Communications and author of "Branding for Success: A Roadmap for Raising the Visibility and Value of Your Nonprofit Organization".

Larry's message is that good branding is far less about marketing, advertising and public relations and far more about quality leadership and staff, appropriate and ethical behavior, and an organization’s willingness, ability and commitment to live up to the promises, or covenant, its brand represents.

“A brand is nothing less than your organization’s DNA," he says, "not a cosmetic you apply to your organization to make it look pretty. It’s a true reflection of who you are and what you do. You can spend millions of dollars on marketing, and say anything you like about yourself. But if you don’t live up to your ‘brand’ in everything you say and do, then all you have is sizzle and no steak, and it won't take long for your target audiences to see the smoke and realize there's no meat.”

He firmly believes that good branding principles are universal and apply to all organizations and companies, for profit and not-for-profit, alike.

The American Red Cross, National Institutes of Health, the U.S. Postal Service, and Neighborhood Reinvestment (now NeighborWorks America®) are among the clients Larry has helped in raising brand visibility, fundraising capabilities, recruitment efforts, and membership. In 25 years he has built a client list of government institutions, non-profit and for-profit organizations and companies from large federal agencies such as the Department of Energy to hi-technology start-ups such as Control Bionics.

Larry speaks, and conducts courses and workshops on branding around the country and is a faculty member of the NeighborWorks® Training Institute - an adjunct of Southern New Hampshire University - and advisor at the University of Maryland’s Robert H. Smith School of Businesses Executive MBA program.
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In addition to being sold throughout the United States, Larry’s book, "Branding for Success", has found success in Australia, Canada, South Africa and Sweden. His articles on branding are referred to and have been reprinted on numerous Web sites, including those of the Kellogg Foundation, GuideStar, the Foundation Center, National Council on Nonprofit Associations, KnowledgePlex, the Michigan State University library system, and many others.

Larry holds a degree in Economics from Syracuse University, as well as an MA in Journalism and Public Affairs from American University.