Articles by Charlie Bresler
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Guest Articles
Tuesday
April 17
2018The Downside to Being Nice: Why is the Social Sector Allergic to Comparative Advertising?
Unlike retailers and manufacturers that use advertising to build their brands and generate sales, the nonprofit and social business sectors are curiously allergic to spending money on advertising – and, more specifically, to saying, "We're better than our competitors, and this is why!" According to Charlie Bresler, former Men's Wearhouse president, this is a major mistake: Now executive director of the nonprofit The Life You Can Save, Bresler explores the reasons for this reluctance – and imagines what could happen if the social sector used comparative advertising to attract donors and investors.
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