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The Boston Globe


editorial | Reviving the brand

Fresh blood at the Red Cross

Just because an organization has existed for a century doesn’t guarantee that it will be around for another 100 years. Even the most iconic, venerated institutions must struggle to keep up with the times, remain relevant, and ensure that their messages are continuing to be heard.

Years of declining membership prompted the Girl Scouts, founded in 1912, to shed an old-fashioned image with a “brand revitalization” campaign. The group revamped its logo and began to reach out to Spanish-speaking populations. To combat stagnating membership, Camp Fire, a similar organization founded in 1910, conducted 31 focus groups across the country. Camp Fire ultimately dropped its tag line, “Today’s kids. Tomorrow’s leaders,” because young people today “feel like they can be leaders right now,” explained Camp Fire CEO Cathy Tisdale.

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