CoreBrand Receives 2011 President's Award from The Arc, One of America's Largest Charities
Efforts on Behalf of Nationwide Charity Lead to Unique National Accolade for Brand Strategy Firm.
- New York, NY (1888PressRelease) January 26, 2012 - CoreBrand, a leading brand strategy and communications firm, announced today it has been named the recipient of the 2011 President's Award by The Arc, one of the largest charitable organizations in the United States. The Arc, a community-based organization serving and advocating for people with intellectual and developmental disabilities, selected CoreBrand following its critical rebranding efforts and support throughout the year. The President's Award, granted annually by the The Arc, allows the national charity to express its gratitude for the work of those who make a positive impact upon the organization and its future. Due to its innovative contributions to the evolution of The Arc and a commitment to its mission, CoreBrand is the first for-profit company to receive this prestigious honor from this nationwide charity.
"In our efforts to help The Arc, we recognized the importance of developing meaningful relationships within the organization," said Jonathan Paisner, Brand Director at CoreBrand. "As a result, we became intrinsically connected to the work and the mission of The Arc, which helped us identify the voice and the character behind what makes the organization unique. From the outset of our work with The Arc, our team at CoreBrand was immediately inspired by the passion and the zeal that connects the organization. It has been an enriching experience for all of us to see The Arc build upon its heritage by harnessing this powerful new brand as an asset to help them to achieve their mission."
Prior to CoreBrand's involvement, The Arc had operated as a loose network of more than 140,000 members in more than 700 state and local chapters nationwide. By recognizing the scale of the organization and embracing The Arc's guiding principle of participatory democracy, CoreBrand provided the means for people with intellectual and developmental disabilities, their parents, siblings, family members and other concerned members of the public with opportunities to inform and guide the direction of the rebranding effort. In addition, CoreBrand offered detailed guidance in regards to implementing the brand at both the local and national levels. As a result of this direction, CoreBrand built upon a deep understanding of The Arc to develop a rebranding plan that equipped the charity with the tools necessary to reach all of its essential stakeholders with a consistent and powerful message.
"Without a common brand identity, the power of our chapter network was diluted," said Peter V. Berns, CEO of The Arc. "Thanks to CoreBrand and its unique approach to branding, The Arc will now be seen as a large, united organization, promoting and protecting the human rights of people with I/DD and actively supporting their full inclusion and participation in the community throughout their lifetimes. Without CoreBrand's professional investment and meaningful insight, this push toward unification would never have been possible."
Through CoreBrand's unique approach and brand expertise, The Arc was able to unify as a nationwide organization with a singular identity, empowering each chapter to better embody the characteristics of the national organization and its singular mission. It is this philosophy of "living the brand," which allows each CoreBrand team member to understand, embrace and believe in the work he or she is engaged in. Due to this distinctive set of values, The Arc recognizes CoreBrand as an exceptionally conscientious organization and the deserving winner of the 2011 President's Award.
About CoreBrand:
CoreBrand, an independent branding firm based out of New York, is the only firm that links brand identity to financial performance through data and analysis. CoreBrand helps organizations understand, build, express and measure their brands.
About The Arc:
The Arc advocates for and serves people with I/DD, including Down syndrome, autism, Fetal Alcohol Spectrum Disorders, cerebral palsy and other diagnoses. The Arc has a network of over 700 chapters across the country promoting and protecting the human rights of people with I/DD and actively supporting their full inclusion and participation in the community throughout their lifetimes and without regard to diagnosis. The Arc is on the front lines to ensure that people with I/DD have the support they need to be members of the community.
Media Contact:
Cherri Sinclair
Levick Strategic Communications
Telephone: (202) 973-1303
E-Mail: csinclair ( @ ) levick dot com
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