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Cancer Research UK

Cancer Research UK

CRUK is considered to have one of the strongest brands in the charity sector, with the highest spontaneous awareness. However, the charity was concerned that the essence and role of the CRUK brand was not fully understood throughout the organisation.

Good Values helped improve the marketing capability within CRUK by helping to educate the organisation on the role and essence of the CRUK brand. This was done through a series of training workshops, the creation of a working toolkit and helping implement a Brand Champions programme.

Following this work, the brand’s identity and key messaging is now consistently communicated across the charity on all materials, strengthening its impact. Brand Champions in the various departments and regions support the central Brand Team, helping advocate and protect the CRUK brand. The net effect is that the organisation is now really starting to ‘live the brand’.

 
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