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January 26, 2010 Portlandbiz

Lapchick launches new branding firm

FILE PHOTO Jodie Lapchick has launched a consulting firm called Lapchick and Co. that will serve nonprofits and businesses with a social cause
By Jackie Farwell

Jodie Lapchick, who one year ago disbanded her decade-old ad firm in Portland, is back with a new venture.

Lapchick has announced the launch of Lapchick and Co., a consulting firm that will serve nonprofits and corporations that make social causes critical to their overall brands. "I've already got more work than I can handle," she told Mainebiz.

Lapchick is the former owner of Lapchick Creative, a marketing and communications firm that went out of business in January of last year. At the time, after notifying her seven employees that they'd lost their jobs, she told Mainebiz she never wanted to own her own business again. But now, Lapchick's employing only herself and working with a cooperative of other consulting professionals. "What I'm doing now is making sure I don't take on someone else's livelihood," she says. Lapchik's also protecting herself financially, she says, having just toured potential new office space in Portland that she plans to split with four of her former Lapchick Creative co-workers. Her share: $200 a month.

The new firm will focus on "cause branding," in which partnerships between nonprofits and corporations are used to promote the nonprofit's mission while differentiating the for-profit's brand.

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