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Shop Macmillan Cancer Support Brand Case Study
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Macmillan Cancer Support Brand Case Study

€5.00

Macmillan Cancer Support offers NGOs and charities a unique example of how to build a community-driven, dynamic brand.

This hundred-year-old organization reinvented its brand to double its impact and increase its fundraising by tens of millions of pounds.

The case study was created in collaboration with the in-house head of brand at MacMillan.

The 17-page case study contains:

  • the backstory for the big Macmillan rebrand: facing its reputational issues and a changing fundraising landscape

  • an analysis of the anatomy of the brand

  • the brand framework mapped out on the brand thinking canvas #1 and #2

  • the brand core: purpose, mission, vision, values, brand promises

  • visual identity: logo, color palette, typography, photography and illustration

  • verbal identity: tone of voice and messaging

  • brand interactions: how the brand purpose is translated to the product, unique experiences, events, communications, partnerships, people and technology

BUY

Macmillan Cancer Support offers NGOs and charities a unique example of how to build a community-driven, dynamic brand.

This hundred-year-old organization reinvented its brand to double its impact and increase its fundraising by tens of millions of pounds.

The case study was created in collaboration with the in-house head of brand at MacMillan.

The 17-page case study contains:

  • the backstory for the big Macmillan rebrand: facing its reputational issues and a changing fundraising landscape

  • an analysis of the anatomy of the brand

  • the brand framework mapped out on the brand thinking canvas #1 and #2

  • the brand core: purpose, mission, vision, values, brand promises

  • visual identity: logo, color palette, typography, photography and illustration

  • verbal identity: tone of voice and messaging

  • brand interactions: how the brand purpose is translated to the product, unique experiences, events, communications, partnerships, people and technology

Macmillan Cancer Support offers NGOs and charities a unique example of how to build a community-driven, dynamic brand.

This hundred-year-old organization reinvented its brand to double its impact and increase its fundraising by tens of millions of pounds.

The case study was created in collaboration with the in-house head of brand at MacMillan.

The 17-page case study contains:

  • the backstory for the big Macmillan rebrand: facing its reputational issues and a changing fundraising landscape

  • an analysis of the anatomy of the brand

  • the brand framework mapped out on the brand thinking canvas #1 and #2

  • the brand core: purpose, mission, vision, values, brand promises

  • visual identity: logo, color palette, typography, photography and illustration

  • verbal identity: tone of voice and messaging

  • brand interactions: how the brand purpose is translated to the product, unique experiences, events, communications, partnerships, people and technology

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