DNA Branding

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Mark Waddington, Hope and Homes for Children
Brand development conference
www.charitycomms.org.uk/events

Published in: Technology, Business
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DNA Branding

  1. 1. DNA  Branding   Mark  Waddington   October  2013  
  2. 2. A  dose  of  humility   “Good  judgement  comes   from  experience  …     …  and  the  most  useful   experience  comes  from   bad  judgement”  
  3. 3. DNA  branding  
  4. 4. Sequencing   Brand  posi;on   and   characteris;cs   Developmental   a>ributes   Internal   commitment   Func;onal   a>ributes  
  5. 5. Brand  characterisBcs  
  6. 6. Developmental  aEributes  
  7. 7. Being  catalyBc  
  8. 8. FuncBonal  aEributes  
  9. 9. Internal     commitment  
  10. 10. Year  1:  some  results   1.  The  way  in  which  we   communicate  has  changed.   2.  Engagement  of  new   strategic  partners.     3.  Investment  funding   secured.   4.  Award  winning  website.   5.  Staff  survey  results  …..  
  11. 11. Internal  commitment  
  12. 12. Back  to  brand  posiBon   Ins;tu;onal  care  damages   children,  families  and   society.       It  is  an  injus;ce  that  violates   children’s  rights.       It  is  unacceptable  and   unnecessary  ...    
  13. 13. …..  because   …..  we  have  an   alterna;ve  that  delivers   be>er  outcomes  for   children.     And  this  alterna;ve  is   more  cost-­‐effec;ve.  
  14. 14. DNA  branding:  what  have  we  learned?   Brand  posi;on   and   characteris;cs   Developmental   a>ributes   Internal   commitment   Func;onal   a>ributes  
  15. 15. One  of  our  biggest  learning  points  …..  
  16. 16. Thank  you!   And  any  ques;ons?   mark.waddington@hopeandhomes.org  

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