From trendwatching.com, an interesting prediction for 2012: Consumers will gravitate to brand that "behave more humanly, including showing their flaws." In other words, brand that are Flawsome:
... in 2012 consumers won't expect brands to be flawless; they will even embrace brands that are FLAWSOME, and at large (or at least somewhat) human. Brands that are honest about their flaws, that show some empathy, generosity, humility, flexibility, maturity, humor and dare we say it, some character and humanity.
That sounds like the way a great nonprofit brand should be.
How many nonprofits allow that in their brand guidelines? How many are so busy extolling their wonderfulness they can't act human?
And how "flawsome" they are may determine how well Susan G. Komen for the Cure comes through its current troubles.