BRAND ARCHITECTURE BUILDING BRAND VALUE

BRAND BREAKFAST APRIL 2014

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

Master PowerPoint Example Deck – View <Headers and Footers>3

COLLECTIVE THANKS

18 MONTHS ON

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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.

A QUICK RECAP

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“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?

“THEY’RE ALL THE SAME, ALL THE DIFFERENT CANCER

CHARITIES”Non-supporter 56+

CHALLENGES1. 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

So what next?

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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

Exercise: What do you think?

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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?

Everything we do must be aligned to our brand

PRODUCTS & SERVICESWhat sort of products and services? What kind of service style or offer?

PEOPLE & BEHAVIOURSWhat sort of skills and qualities are we looking for? How should we behave?

ENVIRONMENTS & CHANNELSHow do we want our environments to look and feel both physically and virtually?

COMMUNICATIONSWhat is the key message we want to communicate? What channels should we use?

BRAND IDEA

BRAND ARCHITECTURE

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?

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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…

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 on Virgin Atlantic or if they have a good experience on Virgin trains or.. if they have a Virgin 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

Morar Consulting

LIGHTLY ENDORSED SUB-BRAND

MONOLITHIC

SEPARATE BRANDS

HEAVILY ENDORSED SUB-BRAND

MONOLITHIC > ENDORSED (HEAVY) > ENDORSED (LIGHT) > SUB-BRANDS > HOUSE OF BRANDS

RIGID FLEXIBLE/CREATIVE

FLEXIBLE/TARGETED & EMOTIONALLY CHARGED

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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?

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?

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The virtuous circle

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)

PARTNERSHIPSOWNED / 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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THANK YOU cruk.org