Brand architecture: building brand value. Brand Breakfast 17 April 2014

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Rhiannon Lowe, senior brand manager, Cancer Research UK

Published in: Marketing, Business

Brand architecture: building brand value. Brand Breakfast 17 April 2014

  1. 1. BRAND ARCHITECTURE BUILDING BRAND VALUE BRAND BREAKFAST APRIL 2014
  2. 2. WHAT ARE WE TALKING ABOUT TODAY? A KEY PART OF CRUK'S RECENT BRAND REFRESH WAS A NEW ARCHITECTURE STRATEGY DESIGNED TO HELP US POSITION OUR PRODUCTS AND INITIATIVES IN THE BEST WAY POSSIBLE TO BUILD STRONGER BRAND RECOGNITION, ENGAGEMENT AND IMPACT. TODAY WE’LL BE DISCUSSING THE JOURNEY WE WENT ON, WHY IT WAS IMPORTANT TO STRIKE A BALANCE BETWEEN CONSISTENCY AND FLEXIBILITY, AND HOW WE CONTINUE TO BRING OUR BRAND FRAMEWORK TO LIFE 18 MONTHS ON FROM THE REBRAND
  3. 3. Master PowerPoint Example Deck – View <Headers and Footers> 3 COLLECTIVE THANKS 18 MONTHS ON
  4. 4. 4 Our new brand is more far-reaching than simply a new logo. It's about who we are, how we do things and what we're here to achieve. And this includes you.
  5. 5. A QUICK RECAP
  6. 6. 6 “This is a Golden Age for scientific research, with new technologies putting us at the cusp of some major breakthroughs. The more research we can fund, the quicker we can beat cancer”. Harpal Kumar, 2011 INVESTING IN OUR BRAND, AND REFRESHING IT IN THE EYES OF THE CONSUMER, WILL MAKE IT WORK HARDER – PROVIDING A MORE ROBUST PLATFORM FOR FUNDRAISING SUCCESS. “THEY’RE ALL THE SAME, ALL THE DIFFERENT CANCER CHARITIES” Non-supporter 56+ Why did we refresh?
  7. 7. “THEY’RE ALL THE SAME, ALL THE DIFFERENT CANCER CHARITIES” Non-supporter 56+ CHALLENGES 1. POOR BRAND STAND-OUT (VISUAL IDENTITY) 2. POOR BRAND RECALL (VISUAL IDENTITY) 3. STRONG BRAND AWARENESS & PERCEPTION BUT ALSO SEEN AS.. UNDIFFERENTIATED / GENERIC BUREAUCRATIC / OLD-SCHOOL SCIENTIFIC / COLD 4. LACK OF UNDERSTANDING / CLARITY ABOUT WHAT WE DO 5. DECLINING RELEVANCE 6. POOR BRAND ASSOCIATION ACROSS PRODUCTS, NOT DRIVING EQUITY BACK INTO CRUK BRAND Research told us there was room to improve
  8. 8. So what next? 8 1. DEVELOP AND BUILD THE NEW BRAND TO OPTIMISE POTENTIAL 2. EMBED OUR NEW BRAND ACROSS ALL OUR ACTIVITY 3. DRIVE A STRONGER & COHERENT BRAND EXPERIENCE ACROSS ALL OUR TOUCHPOINTS 4. PROTECT THE BRAND ACROSS ALL OUR CHANNELS 5. DRIVE CLARITY; BUILD ENGAGEMENT; BE RELEVANT
  9. 9. Exercise: What do you think? 9 What would you like to get from the role? What does being a brand champion mean to you? How should champions be accountable? What should the brand team commit to doing? How can we make this the group everyone wants to be part of?
  10. 10. Everything we do must be aligned to our brand PRODUCTS & SERVICES What sort of products and services? What kind of service style or offer? PEOPLE & BEHAVIOURS What sort of skills and qualities are we looking for? How should we behave? ENVIRONMENTS & CHANNELS How do we want our environments to look and feel both physically and virtually? COMMUNICATIONS What is the key message we want to communicate? What channels should we use? BRAND IDEA
  11. 11. BRAND ARCHITECTURE
  12. 12. WE NEED TO IMPROVE PEOPLE’S UNDERSTANDING OF WHAT WE DO AND WHAT WE STAND FOR AS AN ORGANISATION. WE NEED TO HELP THEM NAVIGATE OUR WORLD THROUGH CLEAR, SIMPLE CONSUMER FOCUSED SIGNPOSTING – TAKE THEM ON A SEAMLESS JOURNEY IRRESPECTIVE OF WHICH TOUCHPOINT THEY COME THROUGH. WE ALSO NEED A HOLISTIC FRAMEWORK TO HELP US MANAGE OUR PORTFOLIO INTERNALLY AND PROMOTE NEW ACTIVITY. THEREFORE WE NEED TO ENSURE ALL OUR ACTIVITIES – NEW AND EXISTING - ARE LABELLED AND POSITIONED IN THE BEST WAY, SO THAT WE CREATE A MORE COHERENT , RELEVANT CRUK EXPERIENCE AND BUILD EQUITY BACK INTO THE CRUK BRAND. Why did we decide to look at our brand architecture?
  13. 13. 13 By better branding all of CRUK’s assets, we will increase our presence and impact, which will help strengthen our fundraising, deliver clear, trusted information, attract talent, and ultimately drive scientific success. A snapshot of our brand world…
  14. 14. WHAT WE ARE DOING TODAY 1. Snap shot of the architecture framework, how it works 2. Run through the creative flex work, and showcase what we mean by flex 3. Get your views 4. Collate feedback and inform final development The brand is only as good as your products, so.. if people have a good experience onVirgin Atlantic or if they have a good experience onVirgin trains or.. if they have aVirgin mobile phone and they can get straight through to our people and they’re well looked after and then they’ll try the next product that we launch. Richard Branson
  15. 15. Morar Consulting LIGHTLY ENDORSED SUB- BRAND MONOLITHIC SEPARATE BRANDS HEAVILY ENDORSED SUB- BRAND
  16. 16. MONOLITHIC > ENDORSED (HEAVY) > ENDORSED (LIGHT) > SUB-BRANDS > HOUSE OF BRANDS RIGID FLEXIBLE/CREATIVE FLEXIBLE/TARGETED & EMOTIONALLY CHARGED 17
  17. 17. Monolithic Heavily endorsed Lightly endorsed Brand strategy Most organisations operate a hybrid model that involves a combination of these. The ideal model needs to reflect our business strategy as an organisation and provide a simple, seamless customer journey. It also needs to have a degree of flexibility to allow us to have accommodate our varied portfolio and adapt and make changes quickly. Siegal and Gale So what is the best model?
  18. 18. How can the CRUK brand help you? How can the strengths of the CRUK brand help achieve your objectives? How can you help the CRUK brand? How can your product/project strengthen CRUK’s clarity / relevance / engagement? 19 The virtuous circle
  19. 19. CRUK parent brand used across all activities. These are grouped into three different levels, each level signalling a slightly different relationship to the masterbrand ie Legacies (Level 1); Dryathlon (Level 2); Shine (Level 3) MASTERBRAND (LEVEL 1,2,3) PARTNERSHIPS OWNED / NOT OWNED) SUB-BRANDS Heavily endorsed with a clear visual and verbal connection to CRUK i.e. Race for Life CRUK working collaboratively with foundations and partners Morar Consulting Our framework: Flexible masterbrand 20
  20. 20. THANK YOU cruk.org

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