keeping your brand alive - cancer research uk | brand breakfast | 12 october 2016

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KEEPING OUR BRAND ALIVE IN AN EVER-CHANGING WORLD CATE DIXON, CANCER RESEARCH UK

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KEEPING OUR BRAND ALIVE IN AN EVER-CHANGING WORLD

CATE DIXON, CANCER RESEARCH UK

IN 2012…

BRAND WAS THE IN-THING

“Oh we feel so fresh –

much warmer”

“I can’t wait to use this

new identity in my

comms”

“I used to think brand was just a logo-thing.

Now I get it”

FOUR YEARS LATER…

2,496,000 working hours

1. FREEDOM (WITHIN A

FRAMEWORK)

DON’T GET STALE

BUT TELL PEOPLE

WHY

ENCOURAGE CREATIVITY

VALUE COHERENCE OVER CONSISTENCY

2. ‘BRAND POLICE’ =

DEAD

WE ALL KNOW THE WORLD IS CHANGING

BE PART OF THE CONVERSATION

• Templates

• Training

• Guidelines

GET RESULTS THROUGH OTHERS (& EMPOWER)

GET RESULTS THROUGH OTHERSGET RESULTS THROUGH OTHERS (& EMPOWER)

ASK FOR MORE FROM YOUR AGENCIES

“THAT’LL GET THROUGH BRAND”

3. LISTEN AND ADAPT

YOUR PEOPLE MIGHT JUST KNOW BEST

THINK BEYOND THE FOCUS GROUP

COULD YOUR TROLLS HAVE A POINT?

4. HELP TEAMS TO BE AGILE

RESPOND TO NEWS

90% IS SOMETIMES GOOD ENOUGH

MARCH TEST

1. FREEDOM (WITHIN A FRAMEWORK)

2. BRAND POLICE = DEAD

3. LISTEN AND ADAPT

4. HELP TEAMS TO BE AGILE

WHAT WE’VE LEARNT…

THANK YOU

Visit the CharityComms website to

view slides from past events, see

what events we have coming up

and to check out what else we do:

www.charitycomms.org.uk

#brandfast

Brand Breakfast

12.10.16

Keeping your

brand alive

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