Nonprofit Rebranding Analysis: YMCA

This artifact provides research related to the rebrand of the YMCA, assesses the extent to which the organization maintained its long-term mission and purpose, and analyzes the organization’s IMC from a communication ethics perspective. Through the assessment and analysis, I answer the IMC question related to if the YMCA was able to maintain its purpose and mission through the rebranding process. I present the findings of the rebrand analysis through a written memo as well as a professional presentation.

Being able to apply communication ethics approaches to IMC issues and practices is an invaluable skill for marketing and communication professionals. This artifact has resulted in a deeper understanding of the goods that we protect and promote as institutions and organizations, and how those goods may clash, prompting us to decide what the most appropriate ethical framework can be applied to a situation.