My previous boss, Guillaume Van der Stighelen, co-founder of Duval Guillaume wrote a book called Hero Brand. In this book he explains how the process of becoming a brand is similar to the process of becoming a hero.
On his blog "heldenmerk" he answers questions about the book. In this 30+ conversations so far, you find smart thoughts and angle points on how to market "urban biking", "social services", "fundraising", non-profits, even the reputation and self-esteem of a country, and many other cause related subjects.
Interesting reads, fresh views on branding, always in relation to the broader societal and empathy driven context.
You can buy his book here, and the English version will be available soon.