You hear a lot of marketers talking about "brands"as if they were people. We talk about brand voice, brand personality, brand conversations - being "authentic:" But at the end of the day, a lot of consumers are smart and know that brands are no more people than corporations are. That's why I love this video from Stephen Colbert, who hits the nail on the head: "Covetton house doesn't just sell things It's a haven for conversations. Conversations that begin with a warm handshake between equals and end with the three digit code on the back of your credit card."
Interestingly, I think non-profits - which do have missions and visions, just as people do - can be like "people" in a way that corporations and for-profit brands can't. They should take advantage of that.