In 2005, Oxfam International "re-branded" with
the assistance of international brand specialists, Interbrand. The organization
began with a clear-eyed assessment of who they were, where they wanted to go,
how they wanted to be seen, how they are actually seen, and what really
mattered to them in terms of core values.
For more details on the Oxfam case study (discussed in OHPE 505), read "Polishing the Diamond," downloadable at http://www.thinkcs.org/downloads/PolishingtheDiamond.pdf (link opens PDF file).