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Strategy underpinning Macmillan's brand

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Page 1: Strategy underpinning Macmillan's brand
Page 2: Strategy underpinning Macmillan's brand

Strategy underpinning Macmillan’s brand

James Renwick

Senior Brand Manager

22nd March 2013

Page 3: Strategy underpinning Macmillan's brand

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

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Scale of the challenge

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£122bn – 009/10 UK NHS

expenditure

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‘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.’

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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

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Macmillan’s position in the cancer sector

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Our new campaign

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Giving the brand away

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Five top tips

for a successful brand strategy

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1. Cultivate brand evangelists

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2. Reward loyalty

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3. Be flexible

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4. Deliver outstanding customer experiences

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5. Learn from the competition

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Thank you!