strategy underpinning macmillan's brand

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!