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Larry Checco Columns

Larry Checco is president of Checco Communications.  His latest book is entitled Aha! Moments in Brand Management: Commonsense Insights to a Stronger, Healthier Brand.  Checco Communications is a consulting firm that specializes in branding.  It helps organizations clearly define who they are, what they do, how they do it and, most importantly, why anyone should care enough to support them. Where most branding professionals focus on making sure an organization has an attractive logo, catchy tagline and perhaps a marketing plan, Larry’s take is different.  His 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. His first book, Branding for Success: A Roadmap for Raising the Visibility and Value of Your Nonprofit Organization, has sold thousands of copies worldwide. Click here for full bio.

May 1, 2018 Lunch Time in China

Source: Larry Checco, featured commentator

Yu Yan (not her real name), my seatmate on a recent 15-hour flight to China, and her family have come a long way since suffering through Chairman Mao Zedong’s disastrous Cultural Revolution of 1966-1976.[more]

February 20, 2018 Enjoy Your Bonus—I Guess

Source: Larry Checco, featured commentator

If you’re lucky enough to have received them, that three percent raise and $1,000 bonus your company just laid on you, well….…Don’t go spending it foolishly or in one place! [more]

January 12, 2018 First Amendment Goose Bumps

Source: Larry Checco, featured commentator

When Katherine Graham gave Ben Bradley the go-ahead to publish the Pentagon Papers, I got goose bumps. If you don’t know what I’m talking about, go see Steven Spielberg’s new movie, The Post. [more]

December 18, 2017 "If we can't come to Jesus let's at least come to our senses."

Source: Larry Checco, featured columnist

Democrats are basking in Doug Jones’ victory over Roy Moore in Alabama’s special senatorial election; Republicans are trying to figure out what hit them. [more]

December 5, 2017 Time May be on the Koch Brothers' Side

Source: Larry Checco, featured commentator

For decades the Koch brothers have employed their enormous wealth to fiercely and relentlessly promote their extreme version of libertarian ideology—meaning, as little government as possible and every citizen pretty much fending...[more]

November 13, 2017 National Service. It's Time! - America, we have a problem.

Source: Larry Checco, featured commentator

Underpinning much of what is wrong in our country and our politics today is the fact that we’re churning out better consumers than we are citizens. [more]

September 5, 2017 Tax Reform by the Numbers

Source: Larry Checco, featured commentator

It’s unlikely that the Trump Administration will be able to pull off passing a full-blown tax reform bill any time soon, but you can bet your bottom dollar tax cuts will be heading our way. And guess who will benefit the most?[more]

August 7, 2017 Capitalizing on Capitalism

Source: Larry Checco, featured commentator

Capitalism is a great system to amass wealth but a horrible one for distributing it.[more]

June 20, 2017 Something Ain’t Right

Source: Larry Checco, featured commentator

Telling the truth means never needing to remember what you said. Given all the conflicting and distorted information that daily spews from the current White House, it appears its primary resident and staff are severely challenged...[more]

May 30, 2017 A Budget in Search of a Soul

Source: Larry Checco - featured commentator

Life begins, it does not end at birth. Someone needs to pass that memo on to those socially conservative right-to-lifers who at the same time endorse the Trump Administration’s latest Federal Fiscal Year budget proposal [more]

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