Larry Checco is president of Checco Communications and author of "Branding for Success: A Roadmap for Raising the Visibility and Value of Your Nonprofit Organization". His core 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. Larry speaks and conducts courses and workshops on branding, leadership and ethics around the country. His firm, Checco Communications is a strategic partner with the Cobalt Group, a nationally recognized consulting firm in the areas of planning, development and communications, helping leaders make, manage and sustain change. Larry is also a faculty member of the NeighborWorks® Training Institute - an adjunct of Southern New Hampshire University - and has been an advisor at the University of Maryland’s Robert H. Smith School of Businesses Executive MBA program. Larry firmly believes that good branding principles are universal and apply to all organizations and companies, for profit and not-for-profit, alike.