KEEPING OUR BRAND ALIVE IN AN EVER-CHANGING WORLD
CATE DIXON, CANCER RESEARCH UK
BRAND WAS THE IN-THING
“Oh we feel so fresh –
much warmer”
“I can’t wait to use this
new identity in my
comms”
“I used to think brand was just a logo-thing.
Now I get it”
FOUR YEARS LATER…
2,496,000 working hours
1. FREEDOM (WITHIN A
FRAMEWORK)
DON’T GET STALE
BUT TELL PEOPLE
WHY
ENCOURAGE CREATIVITY
VALUE COHERENCE OVER CONSISTENCY
2. ‘BRAND POLICE’ =
DEAD
WE ALL KNOW THE WORLD IS CHANGING
BE PART OF THE CONVERSATION
• Templates
• Training
• Guidelines
GET RESULTS THROUGH OTHERS (& EMPOWER)
GET RESULTS THROUGH OTHERSGET RESULTS THROUGH OTHERS (& EMPOWER)
ASK FOR MORE FROM YOUR AGENCIES
“THAT’LL GET THROUGH BRAND”
3. LISTEN AND ADAPT
YOUR PEOPLE MIGHT JUST KNOW BEST
THINK BEYOND THE FOCUS GROUP
COULD YOUR TROLLS HAVE A POINT?
4. HELP TEAMS TO BE AGILE
90% IS SOMETIMES GOOD ENOUGH
MARCH TEST
1. FREEDOM (WITHIN A FRAMEWORK)
2. BRAND POLICE = DEAD
3. LISTEN AND ADAPT
4. HELP TEAMS TO BE AGILE
WHAT WE’VE LEARNT…
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
#brandfast
Brand Breakfast
12.10.16
Keeping your
brand alive
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