what's in a name? - prostate cancer uk. brand breakfast 23 april 2015
TRANSCRIPT
What’s in a NAME?
CharityComms Brand Breakfast
Olivia Burns
Spot the difference
© Linguistic Landscapes 2011
The ‘blue man’: ambiguous
© Linguistic Landscapes 2011
THE CHALLENGE
• 7% prompted awareness
• Lacked distinction
• Lacked credibility
• Punched well below weight
• Weren’t relevant to men
THE ‘C’ WORD
CHARITY
• Well meaning amateurs?
• Do gooders in cardigans?
• Chuggars?
Prostate Action – unambiguously masculine
© Linguistic Landscapes 2011
Male symbol
+ ‘action’
+ fighting talk
= culturally masculine
Three years on
• 37% prompted awareness
• 20% increase in income YOY
• 29 in the Charity brand index
• Respected amongst heath professionals and the
research community
• We’re relevant to men.
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Brand Breakfast
What’s in a name?Brand Breakfast
23 April 2015
London
#brandfast