Keeping your brand alive
Everything in this world changes and so should your brand.
Technical revolutions and social media have given brands the opportunity to behave like living organisms. Brands need to constantly adapt to their rapidly changing business environments in order to survive.
This Brand Breakfast exploref how you can keep your brand agile and alive in a dynamic, hyper-connected world.
Cate Dixon, brand manager, Cancer Research UK
Cancer Research UK rebranded in 2012. Since then we’ve been constantly monitoring effectiveness and optimising how our brand is responding to the changing world in which we live. This has included flexing our visual identity, focussing more on how we represent ourselves verbally and behaviourally, as well as revisiting how we approach PR and social media. Keeping our brand up to date has necessitated shifts in our working practices too.
Adam Petrie, director of communications and marketing, Shooting Star Chase
Following a full rebrand in 2014, Adam shared what Shooting Star Chase did to overcome early challenges and how they’ve continued to evolve the brand to keep it alive without compromising the original vision.
Tamsin Burwell, head of digital, English Heritage
English Heritage became a new charity in April 2015 to care for the National Heritage Collection. This comprises over 400 of England’s historic buildings, monuments and sites spanning more than 5,000 years of history. Essential to this mission was creating a responsive website that brought the brand to life digitally, creating a hub for our digital ecosystem to help keep the story of England alive at our diverse portfolio of historic places across the country.
What is the Brand Breakfast?
CharityComms’ Brand Breakfast is an informal forum where brand managers come together to discuss issues of mutual interest and share examples of good practice.
These events are a great opportunity to meet your peers, compare notes on workplace practices and share successes, ideas, challenges and inspiration. The group is designed to encourage networking and peer to peer support, sharing issues in a ‘safe’ environment.
If you’re interested in presenting at a future event or joining the steering group, please contact Vanessa Weddell.
About The Team
The Team has been in the business of creating brands that deliver a social impact for over 30 years, from Comic Relief and Fire Kills to M&S Plan A. Our ambition has always been to build brands that create value for society. We give brands purpose and bring it to life, inside and out. Ranked number 5 for brand and 10 for digital in the Design Week Top 100 Consultancies, we believe in ideas and collaboration. That’s why we’re called The Team. Working together enables us to play to our strengths; to bring ideas to life. Ideas that create change for the better.