Hattie Biddlecombe, Digital Analyst at Macmillan Cancer Support, uses Google Analytics to provide insight into Macmillan’s online presence. I sat down with Hattie earlier this week to discuss how Google Analytics helps her in her role and the impact that it has on Macmillan.
From brands deciding to strip their names from their products, to others that won’t shift a bottle of water without it, brands are big business. Constant creative juice is needed to keep the logos and brand identity afresh.
So let’s have a little peruse around a brand I love and that’s iconic to the British culture; Penguin. And though chocolate biscuits may come to mind, it’s the book lovers that I am going to indulge in today.
The logo itself hasn’t changed much over its time. Though in 1938 the dancing penguin was told the party’s over and so the Penguin figure we know today was hired in his very own penguin suit. I’m sure you’ll agree it’s a classic and a sign of real quality.
To celebrate our first 100 years, we’ve created an eye-catching graphic device to appear on special centenary publications and promotional materials. The thinking behind it is that we don’t just want to tell people we’ve been around for 100 years. Instead we want to focus on
- the positive impact we’ve had on people’s lives
- new or extra things we’re doing for our centenary
- the extra things people can do to celebrate
- how everyone can join in our celebrations.
It’s not a new logo, so you don’t have to put it on everything. And don’t worry, Macmillan’s logo and everything else brand-y is staying exactly the same. The 100+ is just for the special items we produce in our centenary year. After that, it’ll magically vanish into thin air.
The other thing to bear in mind if you’re producing materials for special centenary events, is that it’s not just a case of slapping the 100+ on. What we’ll be doing is developing new creative solutions using our established brand elements to communicate key centenary messages. A great example of what we mean is our recent centenary fundraising pack.
Watch out for more on the 100+ coming soon on be.mac and the green rooms.
OK, it’s only June but preparations are well underway for our centenary in 2011. One of the first products we’ve produced following our new centenary branding solution is this pack for local fundraisers. Apparently they’ve been champing at the bit to get going with planning special centenary events, so we needed to let them know what we’re doing and how they can get involved. The solution: to send an update for the much-loved fundraising guide.
This comes as a set of extra pages and tabs to snap into the existing ring-bound folder, and is full of suggestions for special events they could hold, a brief history of Macmillan, and info on things like merchandise and using our new 100+ device. Our aim is to inspire people to join us in celebrating our centenary and hopefully raise even more money for us next year.
The elephant silhouette and ‘something big is coming’ copy on the folder holding the new pages is great example of how we’re approaching the marketing of our centenary. It’s all about using our established brand elements creatively to communicate key centenary messages, not just sticking a new logo on everything.
Look out for further info on our centenary branding solution coming soon to be.mac and the green rooms.
When I go back up north to visit my Mum she always sends me back to London with a bag of shopping! (i know, she’s so sweet) Either toilet rolls or tins of beans from her BOGOF bargins. But, last time she put in two bottles of Fairy liquid. But, the bottle was different and reminded me of making rockets when i was a little girl, as it was a retro bottle.
My Mum told me it was a right bargain at Morrisons supermarket, as they were selling them for 50p to celebrate their 50th anniversary! The company decided to commemorate the date and remember old days. The new promo-materials feature Nanette Newman, who starred in its 1980s spots in the newly launched campaign to promote the iconic bottle. Want to read more about the Procter & Gamble campaign click here…
I love the idea and it really makes you feel nostalgic. Plus, retro is so cool and the brand is so iconic!
Tell me what you think by adding a comment underneath the post.
Is there anything Macmillan can do from the past to celebrate our centenary next year?
What makes up a brand?
Really fun game, if you’re into that sort of thing, EVERYONE SHOULD TRY THIS.
I scored a paltry 17 out of 21. Can you do better?
A fantastic prize to the winner. Post your score below. Try it out here.
Brilliant piece by The Times. Make sure to read the comments though!
“It might seem like a minor tweak but when ministers added the number 60 to the NHS logo for its anniversary, they employed two designers, took ten days — and sent taxpayers a bill for £12,000.”
Read the whole article here
You’ve see the ads right? I actually spent about 30 minutes online trying to find an image of the new AXA healthcare adverts that are controversially similar to Macmillan’s style. No luck, but there’s a massive billboard across the road from my house so if you’re lucky I’ll take a photo.
I’ve been in about six or seven (completely random) conversations so far discussing how these are an infringement on our brand. Personally, I don’t see what all the fuss is about, and in my eyes it’s actually a testament as to how successful our brand has become. Why do I say it’s a success for us to have our brand ‘copied’? Two reasons. One because it means that our brand is worth copying. And two because people are so aware of our brand that we now have an intangible Macmillan look and feel. What I mean is that there’s nothing about these ads that’s really stolen from our brand identity, but they still feel Macmillany. Let’s do a checklist of our brand elements:
- Our logo? Nope, not there
- Our colours? I’ve seen a yellow/brown and blue, but no green
- Our silhouettes? There are people cut out, but not silhouetted. So again nope.
- Our fonts? It’s not Times New Roman, but it’s also not our headline font. So a no.
- Our tone of voice? I actually think this is a lot closer to our tone of voice than a lot of what we do, but nothing overt.
The really weird thing is that although all these elements are missing, I think AXA’s ads are the closest thing I’ve seen to a rip-off of our brand so far.