May 15, 2008 | Read Time: 1 minute
Jimmy Buffett is more than just a musician with a few hit songs.
Mr. Buffett is a major brand who has turned the message behind his breezy tunes into a license to print money though restaurants, drinks, books, and T-shirts.
What does this mean for charities?
Quite a bit, according to Katya Andresen, vice president of marketing at Network for Good.
Ms. Andresen writes on her blog that Mr. Buffett has become a successful brand because he follows three basic marketing principles.
His message is simple. His message is consistent. And his message is hopeful.
Mr. Buffett doesn’t try to do too many things. He tries to promote fun — and he never deviates from that message.
“While I know it’s easier to sell margaritas or pigs than it is to promote the end of poverty, the principles remain the same,” Ms. Andresen writes. “Stand for something compelling and hopeful. And stand for it over and over, over time. It works.”
