This article “What Nonprofits Can Learn from Uber” discusses what happened with the resignation of Travis Kalanick (founder) and the importance of branding. Uber’s identity however is not tied to Kalanick but rather to their ‘brand’ – how to get where they are going. The article has some lessons for nonprofits:

• Organizational culture is a powerful organizational driver that deserves attention from you before it starts getting negative attention from stakeholders and the press.
• Culture in today’s communications environment affects a brand pretty quickly.
• Brand affects the allegiance of our “market.”
• Once you have lost the faith of stakeholders, it takes a long time to regain it.

These lessons are important and branding is important for nonprofits. Pick the right brand and the right way to advance the organization’s mission and act in accordance to that mission because that will ensure support and trust from stakeholders.