SlideShare una empresa de Scribd logo

Researching your brand

•Descargar como PPT, PDF•
•
nfpSynergy
nfpSynergy

The significance of brand and how to research it, drawing on the experiences of two national charities and nfpSynergy’s experience in tracking charity brands over time.

Empresariales
1 de 58
How to research your brand March 2011 Michele Madden E: michele.madden@nfpsynergy.net T: 020 7426 8888
What is brand made up of?
Total Awareness Macmillan Cancer Relief/Support 2006 Rebrand Awareness Raising Campaign 07
Total Awareness NCH/Action for Children October 2008 Rebrand First advertising campaign Jan-09
Total Awareness National Deaf Children’s Society 2007 Rebrand
Types of brand research
Rebranding – the experiences of a small charity
Why did we rebrand? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What we used to look like
What process did we take? ,[object Object],[object Object],[object Object],[object Object],[object Object]
The research objectives were to establish: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What research methods did we use? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Findings : i mage problems were holding us back Animal rights / direct action / aggressive Old - fashioned Closely linked to the Labour Party UK based Niche - hunting with a few other things thrown in
To overcome these issues our desired brand was: ending cruelty to animals in ‘sport’ at the core Broad range of campaigns Lawful No geographical boundaries Non - party specific Dynamic, progressive, edgy
The new image ,[object Object],[object Object],[object Object]
logo new magazine new offline materials new website vision and mission new image launch
 
 
 
 
 
 
Relaunch Timing ,[object Object],[object Object],[object Object]
What has the impact been? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What did we learn? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Action for Children Lies, Damn Lies, Brand Measures! ,[object Object],[object Object],[object Object],[object Object]
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Situation Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Situation Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object]
Situation Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object]
1910 1964 1974 1994 2000 2008
Departures Project I: Brand Audit Project II: New Brand Project Project III: Implement New Brand Go/No Go Decision Approve New Brand Approve Plan
Departures
Departures ,[object Object],[object Object],[object Object],[object Object]
Departures ,[object Object],[object Object],[object Object],[object Object]
Departures ,[object Object],[object Object],[object Object],[object Object]
Departures ,[object Object],[object Object],[object Object],[object Object]
Departures ,[object Object],[object Object],[object Object],[object Object]
Journeys ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Journeys ,[object Object],Stakeholder group Current perception Desired perception Service commissioners NCH is good in social care, but is a bit weak in education and health. They are innovative and reliable, have high standards, a vast amount of experience, and are very good partners to work with. On the other hand, they ’ re expensive, bureaucratic, and a little bit old fashioned in some areas. They ’ re also very quiet when you compare them to NSPCC and Barnardo’s. We can trust NCH to run great services for children and young people. Staff/volunteers I’m proud to work here, but I find it hard to feel part of something that’s coherent and that can be easily explained. I know who we are and where we’re going, and I’m proud to be part of NCH. Policy makers They are not a campaigning organisation, and have something to do with children’s homes, but I don’t really know what they stand for. NCH ’ s practical experience and high principles make them the authoritative voice among service providers for children and young people. Service users NCH are useful, helpful, supportive, human and open. NCH are here to help without judgment. Methodists NCH provide a good level of care and do excellent work. They are a vehicle for Methodist social values but they are poor at communication. I ’ m proud that such a great organisation has its roots in Methodism.
Journeys ,[object Object],Stakeholder group Current perception Desired perception Donors/supporters NCH use money wisely. They operate at the local level, undertake great work with children, and are a positive organisation. However, they are also a little unglamorous, outdated, and need to publicise themselves more. NCH makes a real difference to young lives. General public Who are NCH? By helping NCH I can make a real difference to young lives.
Journeys ,[object Object]
Arrivals ,[object Object],[object Object],[object Object],[object Object]
Arrivals ,[object Object],[object Object],[object Object]
Arrivals ,[object Object],[object Object],[object Object]
Conclusions ,[object Object],[object Object],[object Object],[object Object]
Conclusions ,[object Object],[object Object],[object Object]
Questions and discussion
2-6 Tenter Ground Spitalfields London E1 7NH (w) www.nfpsynergy.net (t) 020 7426 8888 (e) insight@nfpsynergy.net Registered office: 2-6 Tenter Ground Spitalfields London E1 7NH Registered in England No. 04387900 VAT Registration 839 8186 72 2-6 Tenter Ground Spitalfields London E1 7NH (w) www.nfpsynergy.net (t) 020 7426 8888 (e) insight@nfpsynergy.net Registered office: 2-6 Tenter Ground Spitalfields London E1 7NH Registered in England No. 04387900 VAT Registration 839 8186 72

Recomendados

Integrated Marketing Plan - M.S. IMC Capstone Project - St. Jude Children's H...
Integrated Marketing Plan - M.S. IMC Capstone Project - St. Jude Children's H...Integrated Marketing Plan - M.S. IMC Capstone Project - St. Jude Children's H...
Integrated Marketing Plan - M.S. IMC Capstone Project - St. Jude Children's H...Laura Pearson
 
Creative brief of marketing plan
Creative brief of marketing planCreative brief of marketing plan
Creative brief of marketing planashikc
 
Creative brief
Creative briefCreative brief
Creative briefNovrita Widiyastuti, S.Sos, M.Si
 
Integrated Marketing Communications Plan for St. Jude
Integrated Marketing Communications Plan for St. JudeIntegrated Marketing Communications Plan for St. Jude
Integrated Marketing Communications Plan for St. JudeJared Preusz
 
Marketing For Nonprofit Organizations
Marketing For Nonprofit OrganizationsMarketing For Nonprofit Organizations
Marketing For Nonprofit OrganizationsB2BPlanner Ltd.
 
Lhi webinar best prac phil comm
Lhi webinar best prac phil commLhi webinar best prac phil comm
Lhi webinar best prac phil commLipman Hearne Inc.
 
Integrated Marketing Communication Plan for WVU IMC Program
Integrated Marketing Communication Plan for WVU IMC ProgramIntegrated Marketing Communication Plan for WVU IMC Program
Integrated Marketing Communication Plan for WVU IMC ProgramThomas Armitage
 
The Role of Marketing in the Charitable Sector
The Role of Marketing in the Charitable SectorThe Role of Marketing in the Charitable Sector
The Role of Marketing in the Charitable SectorKatie Sanders
 

Recomendados

Integrated Marketing Plan - M.S. IMC Capstone Project - St. Jude Children's H...
Integrated Marketing Plan - M.S. IMC Capstone Project - St. Jude Children's H...Integrated Marketing Plan - M.S. IMC Capstone Project - St. Jude Children's H...
Integrated Marketing Plan - M.S. IMC Capstone Project - St. Jude Children's H...Laura Pearson
 
Creative brief of marketing plan
Creative brief of marketing planCreative brief of marketing plan
Creative brief of marketing planashikc
 
Creative brief
Creative briefCreative brief
Creative briefNovrita Widiyastuti, S.Sos, M.Si
 
Integrated Marketing Communications Plan for St. Jude
Integrated Marketing Communications Plan for St. JudeIntegrated Marketing Communications Plan for St. Jude
Integrated Marketing Communications Plan for St. JudeJared Preusz
 
Marketing For Nonprofit Organizations
Marketing For Nonprofit OrganizationsMarketing For Nonprofit Organizations
Marketing For Nonprofit OrganizationsB2BPlanner Ltd.
 
Lhi webinar best prac phil comm
Lhi webinar best prac phil commLhi webinar best prac phil comm
Lhi webinar best prac phil commLipman Hearne Inc.
 
Integrated Marketing Communication Plan for WVU IMC Program
Integrated Marketing Communication Plan for WVU IMC ProgramIntegrated Marketing Communication Plan for WVU IMC Program
Integrated Marketing Communication Plan for WVU IMC ProgramThomas Armitage
 
The Role of Marketing in the Charitable Sector
The Role of Marketing in the Charitable SectorThe Role of Marketing in the Charitable Sector
The Role of Marketing in the Charitable SectorKatie Sanders
 
Marketing for non profit organizations
Marketing for non profit organizationsMarketing for non profit organizations
Marketing for non profit organizationsgaurav jain
 
Helping and Not Selling, The MP Marketing Way
Helping and Not Selling, The MP Marketing WayHelping and Not Selling, The MP Marketing Way
Helping and Not Selling, The MP Marketing WayMichelle Parker
 
Non-Profit Marketing Communications Strategy
Non-Profit Marketing Communications StrategyNon-Profit Marketing Communications Strategy
Non-Profit Marketing Communications StrategyFlint Group
 
Rac Seminar Presentation 30.04.08
Rac Seminar Presentation 30.04.08Rac Seminar Presentation 30.04.08
Rac Seminar Presentation 30.04.08RememberACharity
 
Fundraising Report
Fundraising ReportFundraising Report
Fundraising ReportSamiha Fariha
 
Social Marketing: How to make change happen. (V. 2.0)
Social Marketing: How to make change happen. (V. 2.0)Social Marketing: How to make change happen. (V. 2.0)
Social Marketing: How to make change happen. (V. 2.0)Jose M. Sanchez
 
marketing plan for non profit organization
marketing plan for non profit organization marketing plan for non profit organization
marketing plan for non profit organization mahmuda afroj
 
Non porofit marketing
Non porofit marketingNon porofit marketing
Non porofit marketingUNJUUUH
 
Supermarket-PR-Proposal
Supermarket-PR-ProposalSupermarket-PR-Proposal
Supermarket-PR-ProposalValentine Kabo Butale
 
Allison & Partners 2011 Cause Marketing Conference
Allison & Partners 2011 Cause Marketing Conference Allison & Partners 2011 Cause Marketing Conference
Allison & Partners 2011 Cause Marketing Conference prannied
 
Brand health check
Brand health checkBrand health check
Brand health checkCharityComms
 
Creativity in PR, a Global Study
Creativity in PR, a Global Study Creativity in PR, a Global Study
Creativity in PR, a Global Study PRovoke Media
 
COMPANHIA JEUNESSE GLOBAL® - 2015
COMPANHIA JEUNESSE GLOBAL® - 2015COMPANHIA JEUNESSE GLOBAL® - 2015
COMPANHIA JEUNESSE GLOBAL® - 2015SérgioAffonso Silva
 
Parntership Marketing, The New Age of Raising Money!
Parntership Marketing, The New Age of Raising Money!Parntership Marketing, The New Age of Raising Money!
Parntership Marketing, The New Age of Raising Money!Rebecca Gordon
 
ATL Section 10
ATL Section 10ATL Section 10
ATL Section 10Pernille Christensen
 
Leonito Credential Final
Leonito Credential FinalLeonito Credential Final
Leonito Credential FinalLeonitopresentations
 
Social marketing presentation november 2016
Social marketing presentation november 2016Social marketing presentation november 2016
Social marketing presentation november 2016Jim Mintz
 
Advertising part 1
Advertising part 1Advertising part 1
Advertising part 1Pooja Gupta
 
Working for a non profit organisation versus working
Working for a non profit organisation versus workingWorking for a non profit organisation versus working
Working for a non profit organisation versus workinganaisbouzidi
 
Marketing Research Final Project
Marketing Research Final ProjectMarketing Research Final Project
Marketing Research Final ProjectCourtney Jones
 
Volunteer Recruitment Using Social Media
Volunteer Recruitment Using Social MediaVolunteer Recruitment Using Social Media
Volunteer Recruitment Using Social MediaDave Powell
 
2011 Thump Using Social Media in your Marketing plan
2011 Thump Using Social Media in your Marketing plan2011 Thump Using Social Media in your Marketing plan
2011 Thump Using Social Media in your Marketing planJustin Tamsett
 

Más contenido relacionado

La actualidad más candente

Marketing for non profit organizations
Marketing for non profit organizationsMarketing for non profit organizations
Marketing for non profit organizationsgaurav jain
 
Helping and Not Selling, The MP Marketing Way
Helping and Not Selling, The MP Marketing WayHelping and Not Selling, The MP Marketing Way
Helping and Not Selling, The MP Marketing WayMichelle Parker
 
Non-Profit Marketing Communications Strategy
Non-Profit Marketing Communications StrategyNon-Profit Marketing Communications Strategy
Non-Profit Marketing Communications StrategyFlint Group
 
Rac Seminar Presentation 30.04.08
Rac Seminar Presentation 30.04.08Rac Seminar Presentation 30.04.08
Rac Seminar Presentation 30.04.08RememberACharity
 
Social Marketing: How to make change happen. (V. 2.0)
Social Marketing: How to make change happen. (V. 2.0)Social Marketing: How to make change happen. (V. 2.0)
Social Marketing: How to make change happen. (V. 2.0)Jose M. Sanchez
 
marketing plan for non profit organization
marketing plan for non profit organization marketing plan for non profit organization
marketing plan for non profit organization mahmuda afroj
 
Non porofit marketing
Non porofit marketingNon porofit marketing
Non porofit marketingUNJUUUH
 
Allison & Partners 2011 Cause Marketing Conference
Allison & Partners 2011 Cause Marketing Conference Allison & Partners 2011 Cause Marketing Conference
Allison & Partners 2011 Cause Marketing Conference prannied
 
Brand health check
Brand health checkBrand health check
Brand health checkCharityComms
 
Creativity in PR, a Global Study
Creativity in PR, a Global Study Creativity in PR, a Global Study
Creativity in PR, a Global Study PRovoke Media
 
COMPANHIA JEUNESSE GLOBAL® - 2015
COMPANHIA JEUNESSE GLOBAL® - 2015COMPANHIA JEUNESSE GLOBAL® - 2015
COMPANHIA JEUNESSE GLOBAL® - 2015SérgioAffonso Silva
 
Parntership Marketing, The New Age of Raising Money!
Parntership Marketing, The New Age of Raising Money!Parntership Marketing, The New Age of Raising Money!
Parntership Marketing, The New Age of Raising Money!Rebecca Gordon
 
Social marketing presentation november 2016
Social marketing presentation november 2016Social marketing presentation november 2016
Social marketing presentation november 2016Jim Mintz
 
Advertising part 1
Advertising part 1Advertising part 1
Advertising part 1Pooja Gupta
 
Working for a non profit organisation versus working
Working for a non profit organisation versus workingWorking for a non profit organisation versus working
Working for a non profit organisation versus workinganaisbouzidi
 
Marketing Research Final Project
Marketing Research Final ProjectMarketing Research Final Project
Marketing Research Final ProjectCourtney Jones
 

La actualidad más candente (20)

Marketing for non profit organizations
Marketing for non profit organizationsMarketing for non profit organizations
Marketing for non profit organizations
 
Helping and Not Selling, The MP Marketing Way
Helping and Not Selling, The MP Marketing WayHelping and Not Selling, The MP Marketing Way
Helping and Not Selling, The MP Marketing Way
 
Non-Profit Marketing Communications Strategy
Non-Profit Marketing Communications StrategyNon-Profit Marketing Communications Strategy
Non-Profit Marketing Communications Strategy
 
Rac Seminar Presentation 30.04.08
Rac Seminar Presentation 30.04.08Rac Seminar Presentation 30.04.08
Rac Seminar Presentation 30.04.08
 
Fundraising Report
Fundraising ReportFundraising Report
Fundraising Report
 
Social Marketing: How to make change happen. (V. 2.0)
Social Marketing: How to make change happen. (V. 2.0)Social Marketing: How to make change happen. (V. 2.0)
Social Marketing: How to make change happen. (V. 2.0)
 
marketing plan for non profit organization
marketing plan for non profit organization marketing plan for non profit organization
marketing plan for non profit organization
 
Non porofit marketing
Non porofit marketingNon porofit marketing
Non porofit marketing
 
Supermarket-PR-Proposal
Supermarket-PR-ProposalSupermarket-PR-Proposal
Supermarket-PR-Proposal
 
Allison & Partners 2011 Cause Marketing Conference
Allison & Partners 2011 Cause Marketing Conference Allison & Partners 2011 Cause Marketing Conference
Allison & Partners 2011 Cause Marketing Conference
 
Brand health check
Brand health checkBrand health check
Brand health check
 
Creativity in PR, a Global Study
Creativity in PR, a Global Study Creativity in PR, a Global Study
Creativity in PR, a Global Study
 
COMPANHIA JEUNESSE GLOBAL® - 2015
COMPANHIA JEUNESSE GLOBAL® - 2015COMPANHIA JEUNESSE GLOBAL® - 2015
COMPANHIA JEUNESSE GLOBAL® - 2015
 
Parntership Marketing, The New Age of Raising Money!
Parntership Marketing, The New Age of Raising Money!Parntership Marketing, The New Age of Raising Money!
Parntership Marketing, The New Age of Raising Money!
 
ATL Section 10
ATL Section 10ATL Section 10
ATL Section 10
 
Leonito Credential Final
Leonito Credential FinalLeonito Credential Final
Leonito Credential Final
 
Social marketing presentation november 2016
Social marketing presentation november 2016Social marketing presentation november 2016
Social marketing presentation november 2016
 
Advertising part 1
Advertising part 1Advertising part 1
Advertising part 1
 
Working for a non profit organisation versus working
Working for a non profit organisation versus workingWorking for a non profit organisation versus working
Working for a non profit organisation versus working
 
Marketing Research Final Project
Marketing Research Final ProjectMarketing Research Final Project
Marketing Research Final Project
 

Similar a Researching your brand

Volunteer Recruitment Using Social Media
Volunteer Recruitment Using Social MediaVolunteer Recruitment Using Social Media
Volunteer Recruitment Using Social MediaDave Powell
 
2011 Thump Using Social Media in your Marketing plan
2011 Thump Using Social Media in your Marketing plan2011 Thump Using Social Media in your Marketing plan
2011 Thump Using Social Media in your Marketing planJustin Tamsett
 
The creative brief (spring 2021)
The creative brief (spring 2021)The creative brief (spring 2021)
The creative brief (spring 2021)Marshall Pickard
 
Lo1 workbook
Lo1 workbookLo1 workbook
Lo1 workbookMarieSie
 
India Presentation
India PresentationIndia Presentation
India Presentationjohnbromley
 
India Presentation 1
India Presentation 1India Presentation 1
India Presentation 1johnbromley
 
Topic 2- Modules 1 to 4
Topic 2- Modules 1 to 4Topic 2- Modules 1 to 4
Topic 2- Modules 1 to 4rheaverma
 
The Creative Brief: An Introduction
The Creative Brief: An IntroductionThe Creative Brief: An Introduction
The Creative Brief: An Introductionedward boches
 
Lo1 workbook 1
Lo1 workbook 1Lo1 workbook 1
Lo1 workbook 1rachel1305
 
Jaago Re by Arun Verma
Jaago Re by Arun VermaJaago Re by Arun Verma
Jaago Re by Arun VermaArun Verma
 
Sparkler Strategy, brands in the digital age
Sparkler Strategy, brands in the digital ageSparkler Strategy, brands in the digital age
Sparkler Strategy, brands in the digital ageSparkler
 
Public Relations and Communications - A Child Advocacy Center's Journey to Ca...
Public Relations and Communications - A Child Advocacy Center's Journey to Ca...Public Relations and Communications - A Child Advocacy Center's Journey to Ca...
Public Relations and Communications - A Child Advocacy Center's Journey to Ca...Rebecca Gordon
 
Marketing One Day workshop for Healthcare Providers
Marketing One Day workshop for Healthcare Providers Marketing One Day workshop for Healthcare Providers
Marketing One Day workshop for Healthcare Providers Social Change UK
 
Delivering value in uncertain times : coronavirus edition
Delivering value in uncertain times : coronavirus edition Delivering value in uncertain times : coronavirus edition
Delivering value in uncertain times : coronavirus edition The Collective NYC
 
05.21.15 Vanderbilt Presentation on Building Leadership Skills
05.21.15 Vanderbilt Presentation on Building Leadership Skills05.21.15 Vanderbilt Presentation on Building Leadership Skills
05.21.15 Vanderbilt Presentation on Building Leadership SkillsMichael Burcham
 
Big pocket guide
Big pocket guideBig pocket guide
Big pocket guiderealtop466
 
The Social Enterprise of 2014
The Social Enterprise of 2014The Social Enterprise of 2014
The Social Enterprise of 2014Digital Vidya
 

Similar a Researching your brand (20)

Volunteer Recruitment Using Social Media
Volunteer Recruitment Using Social MediaVolunteer Recruitment Using Social Media
Volunteer Recruitment Using Social Media
 
2011 Thump Using Social Media in your Marketing plan
2011 Thump Using Social Media in your Marketing plan2011 Thump Using Social Media in your Marketing plan
2011 Thump Using Social Media in your Marketing plan
 
The creative brief (spring 2021)
The creative brief (spring 2021)The creative brief (spring 2021)
The creative brief (spring 2021)
 
Lo1 workbook
Lo1 workbookLo1 workbook
Lo1 workbook
 
India Presentation
India PresentationIndia Presentation
India Presentation
 
India Presentation 1
India Presentation 1India Presentation 1
India Presentation 1
 
Topic 2- Modules 1 to 4
Topic 2- Modules 1 to 4Topic 2- Modules 1 to 4
Topic 2- Modules 1 to 4
 
Marketing adv
Marketing advMarketing adv
Marketing adv
 
The Creative Brief: An Introduction
The Creative Brief: An IntroductionThe Creative Brief: An Introduction
The Creative Brief: An Introduction
 
Lo1 workbook 1
Lo1 workbook 1Lo1 workbook 1
Lo1 workbook 1
 
Jaago Re by Arun Verma
Jaago Re by Arun VermaJaago Re by Arun Verma
Jaago Re by Arun Verma
 
Research template (1)
Research template (1)Research template (1)
Research template (1)
 
Sparkler Strategy, brands in the digital age
Sparkler Strategy, brands in the digital ageSparkler Strategy, brands in the digital age
Sparkler Strategy, brands in the digital age
 
Unitycreds
UnitycredsUnitycreds
Unitycreds
 
Public Relations and Communications - A Child Advocacy Center's Journey to Ca...
Public Relations and Communications - A Child Advocacy Center's Journey to Ca...Public Relations and Communications - A Child Advocacy Center's Journey to Ca...
Public Relations and Communications - A Child Advocacy Center's Journey to Ca...
 
Marketing One Day workshop for Healthcare Providers
Marketing One Day workshop for Healthcare Providers Marketing One Day workshop for Healthcare Providers
Marketing One Day workshop for Healthcare Providers
 
Delivering value in uncertain times : coronavirus edition
Delivering value in uncertain times : coronavirus edition Delivering value in uncertain times : coronavirus edition
Delivering value in uncertain times : coronavirus edition
 
05.21.15 Vanderbilt Presentation on Building Leadership Skills
05.21.15 Vanderbilt Presentation on Building Leadership Skills05.21.15 Vanderbilt Presentation on Building Leadership Skills
05.21.15 Vanderbilt Presentation on Building Leadership Skills
 
Big pocket guide
Big pocket guideBig pocket guide
Big pocket guide
 
The Social Enterprise of 2014
The Social Enterprise of 2014The Social Enterprise of 2014
The Social Enterprise of 2014
 

Más de nfpSynergy

The nfpSynergy 'Trust in Charity Report for 2017' - Trend Data and Analysis
The nfpSynergy 'Trust in Charity Report for 2017' - Trend Data and AnalysisThe nfpSynergy 'Trust in Charity Report for 2017' - Trend Data and Analysis
The nfpSynergy 'Trust in Charity Report for 2017' - Trend Data and AnalysisnfpSynergy
 
Charities at Christmas
Charities at ChristmasCharities at Christmas
Charities at ChristmasnfpSynergy
 
Volunteering Trend Data
Volunteering Trend DataVolunteering Trend Data
Volunteering Trend DatanfpSynergy
 
New research - what exactly are charities trusted to do?
New research - what exactly are charities trusted to do?New research - what exactly are charities trusted to do?
New research - what exactly are charities trusted to do?nfpSynergy
 
Trust in charities and other public institutions - May 2017
Trust in charities and other public institutions - May 2017Trust in charities and other public institutions - May 2017
Trust in charities and other public institutions - May 2017nfpSynergy
 
Just my Type - an archetype analysis of charity finances
Just my Type - an archetype analysis of charity financesJust my Type - an archetype analysis of charity finances
Just my Type - an archetype analysis of charity financesnfpSynergy
 
Attitudes towards charities at Christmas
Attitudes towards charities at ChristmasAttitudes towards charities at Christmas
Attitudes towards charities at ChristmasnfpSynergy
 
nfpSynergy Trust in Charities Report December 2016
nfpSynergy Trust in Charities Report December 2016nfpSynergy Trust in Charities Report December 2016
nfpSynergy Trust in Charities Report December 2016nfpSynergy
 
Charity Lotteries and Deregulation / Public Perceptions of Executive Pay is a...
Charity Lotteries and Deregulation / Public Perceptions of Executive Pay is a...Charity Lotteries and Deregulation / Public Perceptions of Executive Pay is a...
Charity Lotteries and Deregulation / Public Perceptions of Executive Pay is a...nfpSynergy
 
What does the model grant-maker look like?
What does the model grant-maker look like?What does the model grant-maker look like?
What does the model grant-maker look like?nfpSynergy
 
A Myth-busting presentation on Social Media
A Myth-busting presentation on Social MediaA Myth-busting presentation on Social Media
A Myth-busting presentation on Social MedianfpSynergy
 
State of the sector 2011
State of the sector 2011State of the sector 2011
State of the sector 2011nfpSynergy
 
Making segmentation work
Making segmentation workMaking segmentation work
Making segmentation worknfpSynergy
 
Passion,persistence,partnerships secrets for earning more online
Passion,persistence,partnerships secrets for earning more onlinePassion,persistence,partnerships secrets for earning more online
Passion,persistence,partnerships secrets for earning more onlinenfpSynergy
 
Passion,Persistence,Partnerships - secrets for earning more online
Passion,Persistence,Partnerships - secrets for earning more onlinePassion,Persistence,Partnerships - secrets for earning more online
Passion,Persistence,Partnerships - secrets for earning more onlinenfpSynergy
 
To affinity and beyond!
To affinity and beyond!To affinity and beyond!
To affinity and beyond!nfpSynergy
 
The explosion in consumer choice
The explosion in consumer choiceThe explosion in consumer choice
The explosion in consumer choicenfpSynergy
 
Unlocking the pot of gold in legacy giving
Unlocking the pot of gold in legacy givingUnlocking the pot of gold in legacy giving
Unlocking the pot of gold in legacy givingnfpSynergy
 
The potential of mobile phones for charities
The potential of mobile phones for charitiesThe potential of mobile phones for charities
The potential of mobile phones for charitiesnfpSynergy
 
Polish your communications 2011
Polish your communications 2011Polish your communications 2011
Polish your communications 2011nfpSynergy
 

Más de nfpSynergy (20)

The nfpSynergy 'Trust in Charity Report for 2017' - Trend Data and Analysis
The nfpSynergy 'Trust in Charity Report for 2017' - Trend Data and AnalysisThe nfpSynergy 'Trust in Charity Report for 2017' - Trend Data and Analysis
The nfpSynergy 'Trust in Charity Report for 2017' - Trend Data and Analysis
 
Charities at Christmas
Charities at ChristmasCharities at Christmas
Charities at Christmas
 
Volunteering Trend Data
Volunteering Trend DataVolunteering Trend Data
Volunteering Trend Data
 
New research - what exactly are charities trusted to do?
New research - what exactly are charities trusted to do?New research - what exactly are charities trusted to do?
New research - what exactly are charities trusted to do?
 
Trust in charities and other public institutions - May 2017
Trust in charities and other public institutions - May 2017Trust in charities and other public institutions - May 2017
Trust in charities and other public institutions - May 2017
 
Just my Type - an archetype analysis of charity finances
Just my Type - an archetype analysis of charity financesJust my Type - an archetype analysis of charity finances
Just my Type - an archetype analysis of charity finances
 
Attitudes towards charities at Christmas
Attitudes towards charities at ChristmasAttitudes towards charities at Christmas
Attitudes towards charities at Christmas
 
nfpSynergy Trust in Charities Report December 2016
nfpSynergy Trust in Charities Report December 2016nfpSynergy Trust in Charities Report December 2016
nfpSynergy Trust in Charities Report December 2016
 
Charity Lotteries and Deregulation / Public Perceptions of Executive Pay is a...
Charity Lotteries and Deregulation / Public Perceptions of Executive Pay is a...Charity Lotteries and Deregulation / Public Perceptions of Executive Pay is a...
Charity Lotteries and Deregulation / Public Perceptions of Executive Pay is a...
 
What does the model grant-maker look like?
What does the model grant-maker look like?What does the model grant-maker look like?
What does the model grant-maker look like?
 
A Myth-busting presentation on Social Media
A Myth-busting presentation on Social MediaA Myth-busting presentation on Social Media
A Myth-busting presentation on Social Media
 
State of the sector 2011
State of the sector 2011State of the sector 2011
State of the sector 2011
 
Making segmentation work
Making segmentation workMaking segmentation work
Making segmentation work
 
Passion,persistence,partnerships secrets for earning more online
Passion,persistence,partnerships secrets for earning more onlinePassion,persistence,partnerships secrets for earning more online
Passion,persistence,partnerships secrets for earning more online
 
Passion,Persistence,Partnerships - secrets for earning more online
Passion,Persistence,Partnerships - secrets for earning more onlinePassion,Persistence,Partnerships - secrets for earning more online
Passion,Persistence,Partnerships - secrets for earning more online
 
To affinity and beyond!
To affinity and beyond!To affinity and beyond!
To affinity and beyond!
 
The explosion in consumer choice
The explosion in consumer choiceThe explosion in consumer choice
The explosion in consumer choice
 
Unlocking the pot of gold in legacy giving
Unlocking the pot of gold in legacy givingUnlocking the pot of gold in legacy giving
Unlocking the pot of gold in legacy giving
 
The potential of mobile phones for charities
The potential of mobile phones for charitiesThe potential of mobile phones for charities
The potential of mobile phones for charities
 
Polish your communications 2011
Polish your communications 2011Polish your communications 2011
Polish your communications 2011
 

Último

Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...
Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...
Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...amitlee9823
 
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...rajveerescorts2022
 
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 MonthsSEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 MonthsIndeedSEO
 
The Abortion pills for sale in Qatar@Doha [+27737758557] []Deira Dubai Kuwait
The Abortion pills for sale in Qatar@Doha [+27737758557] []Deira Dubai KuwaitThe Abortion pills for sale in Qatar@Doha [+27737758557] []Deira Dubai Kuwait
The Abortion pills for sale in Qatar@Doha [+27737758557] []Deira Dubai Kuwaitdaisycvs
 
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756dollysharma2066
 
Call Girls In Majnu Ka Tilla 959961~3876 Shot 2000 Night 8000
Call Girls In Majnu Ka Tilla 959961~3876 Shot 2000 Night 8000Call Girls In Majnu Ka Tilla 959961~3876 Shot 2000 Night 8000
Call Girls In Majnu Ka Tilla 959961~3876 Shot 2000 Night 8000dlhescort
 
Call Girls In Noida 959961⊹3876 Independent Escort Service Noida
Call Girls In Noida 959961⊹3876 Independent Escort Service NoidaCall Girls In Noida 959961⊹3876 Independent Escort Service Noida
Call Girls In Noida 959961⊹3876 Independent Escort Service Noidadlhescort
 
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best ServicesMysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best ServicesDipal Arora
 
Call Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service Available
Call Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service AvailableCall Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service Available
Call Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service AvailableSeo
 
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...amitlee9823
 
Eluru Call Girls Service ☎ ️93326-06886 ❤️‍🔥 Enjoy 24/7 Escort Service
Eluru Call Girls Service ☎ ️93326-06886 ❤️‍🔥 Enjoy 24/7 Escort ServiceEluru Call Girls Service ☎ ️93326-06886 ❤️‍🔥 Enjoy 24/7 Escort Service
Eluru Call Girls Service ☎ ️93326-06886 ❤️‍🔥 Enjoy 24/7 Escort ServiceDamini Dixit
 
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...Aggregage
 
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876dlhescort
 
Famous Olympic Siblings from the 21st Century
Famous Olympic Siblings from the 21st CenturyFamous Olympic Siblings from the 21st Century
Famous Olympic Siblings from the 21st Centuryrwgiffor
 
Organizational Transformation Lead with Culture
Organizational Transformation Lead with CultureOrganizational Transformation Lead with Culture
Organizational Transformation Lead with CultureSeta Wicaksana
 
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...lizamodels9
 
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort ServiceMalegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort ServiceDamini Dixit
 
Cracking the Cultural Competence Code.pptx
Cracking the Cultural Competence Code.pptxCracking the Cultural Competence Code.pptx
Cracking the Cultural Competence Code.pptxWorkforce Group
 
Falcon Invoice Discounting: The best investment platform in india for investors
Falcon Invoice Discounting: The best investment platform in india for investorsFalcon Invoice Discounting: The best investment platform in india for investors
Falcon Invoice Discounting: The best investment platform in india for investorsFalcon Invoice Discounting
 
Uneak White's Personal Brand Exploration Presentation
Uneak White's Personal Brand Exploration PresentationUneak White's Personal Brand Exploration Presentation
Uneak White's Personal Brand Exploration Presentationuneakwhite
 

Último (20)

Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...
Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...
Call Girls Electronic City Just Call 👗 7737669865 👗 Top Class Call Girl Servi...
 
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
 
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 MonthsSEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
 
The Abortion pills for sale in Qatar@Doha [+27737758557] []Deira Dubai Kuwait
The Abortion pills for sale in Qatar@Doha [+27737758557] []Deira Dubai KuwaitThe Abortion pills for sale in Qatar@Doha [+27737758557] []Deira Dubai Kuwait
The Abortion pills for sale in Qatar@Doha [+27737758557] []Deira Dubai Kuwait
 
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Majnu Ka Tilla, Delhi Contact Us 8377877756
 
Call Girls In Majnu Ka Tilla 959961~3876 Shot 2000 Night 8000
Call Girls In Majnu Ka Tilla 959961~3876 Shot 2000 Night 8000Call Girls In Majnu Ka Tilla 959961~3876 Shot 2000 Night 8000
Call Girls In Majnu Ka Tilla 959961~3876 Shot 2000 Night 8000
 
Call Girls In Noida 959961⊹3876 Independent Escort Service Noida
Call Girls In Noida 959961⊹3876 Independent Escort Service NoidaCall Girls In Noida 959961⊹3876 Independent Escort Service Noida
Call Girls In Noida 959961⊹3876 Independent Escort Service Noida
 
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best ServicesMysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
 
Call Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service Available
Call Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service AvailableCall Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service Available
Call Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service Available
 
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
 
Eluru Call Girls Service ☎ ️93326-06886 ❤️‍🔥 Enjoy 24/7 Escort Service
Eluru Call Girls Service ☎ ️93326-06886 ❤️‍🔥 Enjoy 24/7 Escort ServiceEluru Call Girls Service ☎ ️93326-06886 ❤️‍🔥 Enjoy 24/7 Escort Service
Eluru Call Girls Service ☎ ️93326-06886 ❤️‍🔥 Enjoy 24/7 Escort Service
 
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
 
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
 
Famous Olympic Siblings from the 21st Century
Famous Olympic Siblings from the 21st CenturyFamous Olympic Siblings from the 21st Century
Famous Olympic Siblings from the 21st Century
 
Organizational Transformation Lead with Culture
Organizational Transformation Lead with CultureOrganizational Transformation Lead with Culture
Organizational Transformation Lead with Culture
 
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
 
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort ServiceMalegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
 
Cracking the Cultural Competence Code.pptx
Cracking the Cultural Competence Code.pptxCracking the Cultural Competence Code.pptx
Cracking the Cultural Competence Code.pptx
 
Falcon Invoice Discounting: The best investment platform in india for investors
Falcon Invoice Discounting: The best investment platform in india for investorsFalcon Invoice Discounting: The best investment platform in india for investors
Falcon Invoice Discounting: The best investment platform in india for investors
 
Uneak White's Personal Brand Exploration Presentation
Uneak White's Personal Brand Exploration PresentationUneak White's Personal Brand Exploration Presentation
Uneak White's Personal Brand Exploration Presentation
 

Researching your brand

  • 1. How to research your brand March 2011 Michele Madden E: michele.madden@nfpsynergy.net T: 020 7426 8888
  • 2. What is brand made up of?
  • 3. Total Awareness Macmillan Cancer Relief/Support 2006 Rebrand Awareness Raising Campaign 07
  • 4.
  • 5.
  • 6.
  • 7.
  • 8. Total Awareness NCH/Action for Children October 2008 Rebrand First advertising campaign Jan-09
  • 9.
  • 10. Total Awareness National Deaf Children’s Society 2007 Rebrand
  • 11.
  • 12.
  • 13.
  • 14.
  • 15. Types of brand research
  • 16. Rebranding – the experiences of a small charity
  • 17.
  • 18. What we used to look like
  • 19.
  • 20.
  • 21.
  • 22. Findings : i mage problems were holding us back Animal rights / direct action / aggressive Old - fashioned Closely linked to the Labour Party UK based Niche - hunting with a few other things thrown in
  • 23. To overcome these issues our desired brand was: ending cruelty to animals in ‘sport’ at the core Broad range of campaigns Lawful No geographical boundaries Non - party specific Dynamic, progressive, edgy
  • 24.
  • 25. logo new magazine new offline materials new website vision and mission new image launch
  • 26.  
  • 27.  
  • 28.  
  • 29.  
  • 30.  
  • 31.  
  • 32.
  • 33.
  • 34.
  • 35.
  • 36.
  • 37.
  • 38.
  • 39.
  • 40. 1910 1964 1974 1994 2000 2008
  • 41. Departures Project I: Brand Audit Project II: New Brand Project Project III: Implement New Brand Go/No Go Decision Approve New Brand Approve Plan
  • 43.
  • 44.
  • 45.
  • 46.
  • 47.
  • 48.
  • 49.
  • 50.
  • 51.
  • 52.
  • 53.
  • 54.
  • 55.
  • 56.
  • 58. 2-6 Tenter Ground Spitalfields London E1 7NH (w) www.nfpsynergy.net (t) 020 7426 8888 (e) insight@nfpsynergy.net Registered office: 2-6 Tenter Ground Spitalfields London E1 7NH Registered in England No. 04387900 VAT Registration 839 8186 72 2-6 Tenter Ground Spitalfields London E1 7NH (w) www.nfpsynergy.net (t) 020 7426 8888 (e) insight@nfpsynergy.net Registered office: 2-6 Tenter Ground Spitalfields London E1 7NH Registered in England No. 04387900 VAT Registration 839 8186 72

Notas del editor

  1. Faced with a confusing name in a competitive sector, NDCS decided to sharpen up their branding with a new strapline and logo, as well as straightening out their beliefs and values among staff. Possibly took their foot off the pedal a year after rebrand – quite common. Have since picked up again though. Successful, without major reworking of brand. Voluntary income rose from £9m to £14m