Traditionally, brand was essentially viewed as a communication and fundraising tool, but we found that a new paradigm was emerging where brand was increasingly being considered in a strategic way, fundamentally anchored in the mission and values of an organization and critical at every step in the theory of change of an organization.

FORBES: Branding for Nonprofits: New Research, New Insights

In that way, the passing of Steve Jobs presents a new paradigm for identity, one that blends seamlessly with social technology and modern communication.

FORBES: The Man who Became a Logo: How we Memorialize Steve Jobs