This document discusses Cancer Research UK's (CRUK) brand architecture strategy, which was part of a recent brand refresh. The strategy was designed to help position CRUK's products and initiatives in the best way to build stronger brand recognition, engagement, and impact. The document outlines why the brand refresh was important, providing research that showed room for improving brand stand-out, recall, and perceptions. It then introduces CRUK's new brand architecture framework, which categorizes its assets into different levels based on their relationship to the master brand in order to create a more coherent and relevant customer experience that builds equity in the CRUK brand.
At Straightline, we are dedicated to creating brands that transform businesses. That's why we've compiled the most compelling research on the impact brand architecture can have on business strategy.
This was a webinar conducted for ISBM members to help them understand the key components that comprise a brand portfolio strategy, and how these components relate to and inform brand architecture decision-making. This requires developing a thoughtful brand portfolio strategy; one that defines the optimal number, scope and strategic role for each brand within the portfolio. The webinar leverages best practices, guiding principles, and real-world examples.
An overview of the types of brand architecture. A brand architecture needs to align to the corporate's overall brand strategy. It needs to be robust and have the ability to grow and adapt.
Best Practices in Brand Portfolio StrategyFullSurge
A tutorial workshop on the best practices in brand portfolio strategy prepared for and facilitated on behalf of The Institute for the Study of Business Markets (ISBM).
While different people will have different approaches to developing and managing brands, we believe there are some fundamental constructs and truths about brand strategy that need to be considered in any brand strategy process. We\'ve developed a short presentation on some of the fundamentals of brand strategy.
Brand Architecture Toolkit: Optimizing the Portfolio for Growth 4.29.19Carol Phillips
Completely UPDATED version of our earlier Toolkit. Is your brand portfolio easy for customers to navigate? Helping you prioritize your investments? Learn how to organize brand assets to help your business grow.
At Straightline, we are dedicated to creating brands that transform businesses. That's why we've compiled the most compelling research on the impact brand architecture can have on business strategy.
This was a webinar conducted for ISBM members to help them understand the key components that comprise a brand portfolio strategy, and how these components relate to and inform brand architecture decision-making. This requires developing a thoughtful brand portfolio strategy; one that defines the optimal number, scope and strategic role for each brand within the portfolio. The webinar leverages best practices, guiding principles, and real-world examples.
An overview of the types of brand architecture. A brand architecture needs to align to the corporate's overall brand strategy. It needs to be robust and have the ability to grow and adapt.
Best Practices in Brand Portfolio StrategyFullSurge
A tutorial workshop on the best practices in brand portfolio strategy prepared for and facilitated on behalf of The Institute for the Study of Business Markets (ISBM).
While different people will have different approaches to developing and managing brands, we believe there are some fundamental constructs and truths about brand strategy that need to be considered in any brand strategy process. We\'ve developed a short presentation on some of the fundamentals of brand strategy.
Brand Architecture Toolkit: Optimizing the Portfolio for Growth 4.29.19Carol Phillips
Completely UPDATED version of our earlier Toolkit. Is your brand portfolio easy for customers to navigate? Helping you prioritize your investments? Learn how to organize brand assets to help your business grow.
A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism.
A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
Brand architecture is the structure of brands within an organizational entity and a brand portfolio is used to encompass all these entities under one umbrella. Under this topic,
A brand strategy is a plan for brand management that answers the big questions: who, where, why, what and when?
Building a strong brand requires a continuous commitment to excellence and an understanding of the qualities that define
the brand.
Here a practical guide to help you outline a successful Brand strategy.
Brand architecture is the structure of brands within an organizational entity. ... Often, decisions about brand architecture are concerned with how to manage a parent brand, and a family of sub-brands – managing brand architecture to maximize shareholder value can often include using brand valuation model techniques.
Naming Architecture: A Blueprint for Portfolio SimplicitySiegel+Gale
Jeff Lapatine (strategy director, brand development) delves into naming and nomenclature architecture, and how by deploying simple, easy to codify concepts, you can unlock the potential of your portfolio through the power of simplicity.
Corporate identity branding is no longer just for big corporations. It has become essential for small businesses if they want to remain competitive in today’s market. Your business has a brand which is essentially the image that you want to project to the public. Corporate identity is the visual representation of your company brand and helps to distinguish you from your competition.
Certain brands dominate the market. They always have. Three years, 13,000 consumer interviews and 150 brands later, we know both why and how those brands — what we call whole brands — out–profit, outperform and out-impact the competition.
So what’s a whole brand, you ask? Great question. In The State of the Whole Brand 2022 we define whole brands by four characteristics. Read about them in our annual report. Have questions? Email Michael Levine at mlevine@barkleyus.com.
A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism.
A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
Brand architecture is the structure of brands within an organizational entity and a brand portfolio is used to encompass all these entities under one umbrella. Under this topic,
A brand strategy is a plan for brand management that answers the big questions: who, where, why, what and when?
Building a strong brand requires a continuous commitment to excellence and an understanding of the qualities that define
the brand.
Here a practical guide to help you outline a successful Brand strategy.
Brand architecture is the structure of brands within an organizational entity. ... Often, decisions about brand architecture are concerned with how to manage a parent brand, and a family of sub-brands – managing brand architecture to maximize shareholder value can often include using brand valuation model techniques.
Naming Architecture: A Blueprint for Portfolio SimplicitySiegel+Gale
Jeff Lapatine (strategy director, brand development) delves into naming and nomenclature architecture, and how by deploying simple, easy to codify concepts, you can unlock the potential of your portfolio through the power of simplicity.
Corporate identity branding is no longer just for big corporations. It has become essential for small businesses if they want to remain competitive in today’s market. Your business has a brand which is essentially the image that you want to project to the public. Corporate identity is the visual representation of your company brand and helps to distinguish you from your competition.
Certain brands dominate the market. They always have. Three years, 13,000 consumer interviews and 150 brands later, we know both why and how those brands — what we call whole brands — out–profit, outperform and out-impact the competition.
So what’s a whole brand, you ask? Great question. In The State of the Whole Brand 2022 we define whole brands by four characteristics. Read about them in our annual report. Have questions? Email Michael Levine at mlevine@barkleyus.com.
Brand strategy, when untethered from direct creative execution, has tremendous potential to set the agenda for companies, leading to greater retention, operational efficiency, and audience love. The trick is taking the brave step to think of the power of brand differently.
At Cubic, we’re fully aware that branding isn’t about gut instinct or smoke and mirrors. That’s why we always use tried- and-tested processes to make sure clients get the results they need. Though the details may vary from project to project, the stages and strategies outlined below have served us well over the past decade. We call them the four Ds.
The Importance of Brand Stewardship - My interview with IEFrank Aldorf
In this interview I had the opportunity to give some answers around brand stewardship in a new reality and how I see my role as part of a larger organization. I hope this will inspire you and spark some ideas. Please share your thoughts and insights with me.
This slide gives a clear and simple explanation of what branding is and gives the reader a clearer perspective of what branding is and how basic brand management works
A quick study of the basics and importance of strategic brand development. By Fanen Acho, Headstart Consultimg Limited. Headstart is a strategy and innovation company
Here are some key components and types of business strategies:
Mission and Vision: A business strategy often starts with a clear mission and vision, outlining the purpose and long-term goals of the organization.
SWOT Analysis: This involves assessing the internal strengths and weaknesses as well as external opportunities and threats to make informed strategic decisions.
Competitive Advantage: Strategies to gain a competitive advantage might involve cost leadership, differentiation, or focus on a specific market niche.
Market Entry and Expansion: Determining how and when to enter new markets or expand existing operations is a critical part of business strategy.
Innovation and Technology: Strategies for staying competitive often include plans for innovation, technological adoption, and research and development.
Marketing and Branding: Creating effective marketing and branding strategies to promote products or services and build a positive brand image.
Financial Management: Strategies related to financial planning, budgeting, and resource allocation to ensure sustainable growth and profitability.
Risk Management: Identifying and mitigating risks through strategies such as insurance, diversification, and contingency planning.
Partnerships and Alliances: Collaborative strategies involving partnerships, joint ventures, or alliances with other organizations to achieve mutual goals.
Organizational Culture and Leadership: Strategies for fostering a positive organizational culture and effective leadership to align employees with the company's mission and goals.
The science behind fake news and misinformation: lessons for effective charit...CharityComms
Dr Andreas Kappes, lecturer, City, University of London
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
How to find the heart of your story and truly connect with your audienceCharityComms
Stephen Follows, creative director, Catsnake
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
Testing stories in the real world: a case study breakdown with Unicef and Cat...CharityComms
Stephen Follows, creative director, Catsnake and Madhu Parthasarathi, digital campaigns manager, Unicef
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
Shifting public perceptions of childhood obesity as part of a long-term appro...CharityComms
Rosa Vaquero, head of communications and Rachel Pidgeon, communications manager, Guy's and St. Thomas' Charity
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
Golden rules for changing hearts and minds in divided timesCharityComms
Nicky Hawkins, director of impact, FrameWorks Institute
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
How framing is changing the rules of charity commsCharityComms
Luke Henrion, strategic communications manager and Paul Brook, chief copywriter, Joseph Rowntree Foundation
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
Applying behavioural insights to commsCharityComms
Clare Delargy, senior advisor, The Behavioural Insights Team
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
Alexandra Chesterfield, behavioural scientist, Depolarization Project and Laura Osborne, associate, Depolarization Project and campaigns director, London First
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
What if we thought right outside the box?CharityComms
Antonio Cappelletti, director of engagement and communications, The Brain Tumour Charity
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
Michele Madden, managing director, nfpSynergy
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
What defines us? The importance of authentic communicators and the misconcept...CharityComms
Gary Mazin, stories library manager, RNIB
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
What has our brand got to do with our gossip culture?CharityComms
Kelly Smith, partner, NEO and Karin Tenelius, founder, Tuff Leadership Training
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
How to identify or develop a values framework and apply it to your audiencesCharityComms
Cian Murphy, research director, nfpSynergy
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
Embedding social research insights into your communications and culture CharityComms
Kate Nightingale, head of marketing and communications and Francesca Albanese, head of research and evaluation, Crisis
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
20 Voices for 2020: Using supporter-generated content to share personal storiesCharityComms
Roisin Treacy, media and communications officer, Fight for Sight
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
Crisis at Christmas: Sharing real-life stories at the point of supportCharityComms
Grace Stokes, senior media officer and George Olney, stories manager, Crisis
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
How Bowel Cancer UK maximise case studies during Bowel Cancer Awareness MonthCharityComms
Francesca Corbett, press manager, Bowel Cancer UK
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
Crisis communications isn't always about the negativeCharityComms
Nicola Swanborough, acting head of external affairs, Epilepsy Society
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
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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
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.
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. “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. 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. 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. 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
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
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. 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
18. 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?
19. 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
20. 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
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