James Renwick, Macmillan Cancer Support South West Regional Group: Building your brand www.charitycomms.org.uk/events

2. Strategy underpinning
Macmillan’s brand
James Renwick
Senior Brand Manager
22nd March 2013

3. Introduction
1. Scale of the challenge
2. Key strategic challenges
3. The Macmillan brand and new campaign
4. Giving the brand away
5. Top tips

4. Scale of the challenge

5. £122bn –
009/10
UK NHS
expenditure

6. 6

7. ‘There was this very nice lady who just
had a badge on – the usual clinic
nurse. Then the penny dropped –
Macmillan – and my blood froze. I burst
into tears.’

8. Some key strategic challenges
• The public don’t always know who we are
• People affected by cancer don’t know what we can
do for them
• Not enough people realise we need their help
• People don’t know how they can help
• Brand affinity often strongest with ‘local’ causes
• Engaging new audiences
• Visibility on the high street

9. Macmillan’s position in the cancer
sector

11. Our new campaign

13. Click here.

15. Giving the brand away

16. Five top tips
for a successful brand strategy

17. 1. Cultivate brand evangelists

18. 2. Reward loyalty

19. 3. Be flexible

20. 4. Deliver outstanding customer
experiences

21. 5. Learn from the competition

22. Thank you!