strategy underpinning macmillan's brand
TRANSCRIPT
Strategy underpinning Macmillan’s brand
James Renwick
Senior Brand Manager
22nd March 2013
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
Scale of the challenge
£122bn – 009/10 UK NHS
expenditure
6
‘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.’
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
Macmillan’s position in the cancer sector
Our new campaign
Click here.
Giving the brand away
Five top tips
for a successful brand strategy
1. Cultivate brand evangelists
2. Reward loyalty
3. Be flexible
4. Deliver outstanding customer experiences
5. Learn from the competition
Thank you!