Cate Dixon, brand manager, Cancer Research 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

1. KEEPING OUR BRAND ALIVE IN
AN EVER-CHANGING WORLD
CATE DIXON, CANCER RESEARCH UK

2. IN 2012…

3. 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”

4. FOUR YEARS LATER…
2,496,000 working hours

6. 1. FREEDOM
(WITHIN A
FRAMEWORK)

7. DON’T GET STALE
BUT TELL
PEOPLE
WHY

8. ENCOURAGE CREATIVITY

9. VALUE COHERENCE OVER CONSISTENCY

10. 2. ‘BRAND
POLICE’ =
DEAD

11. WE ALL KNOW THE WORLD IS CHANGING

12. BE PART OF THE CONVERSATION
• Templates
• Training
• Guidelines

13. GET RESULTS THROUGH OTHERS (& EMPOWER)

14. GET RESULTS THROUGH OTHERSGET RESULTS THROUGH OTHERS (& EMPOWER)

15. ASK FOR MORE FROM YOUR AGENCIES
“THAT’LL GET
THROUGH
BRAND”

16. 3. LISTEN
AND ADAPT

17. YOUR PEOPLE MIGHT JUST KNOW BEST

18. THINK BEYOND THE FOCUS GROUP

19. COULD YOUR TROLLS HAVE A POINT?

20. 4. HELP
TEAMS TO
BE AGILE

21. RESPOND TO NEWS

22. 90% IS SOMETIMES GOOD ENOUGH
MARCH TEST

23. 1. FREEDOM (WITHIN A FRAMEWORK)
2. BRAND POLICE = DEAD
3. LISTEN AND ADAPT
4. HELP TEAMS TO BE AGILE
WHAT WE’VE LEARNT…

24. THANK YOU

25. 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

26. #brandfast
Brand Breakfast
12.10.16
Keeping your
brand alive
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