Cancer Research UK

CRUK is regarded as having one of the strongest brands in the charity sector, with the highest spontaneous awareness. However, the charity were 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, creating a working ‘Tool Kit’ and helping implement a ‘Brand Champions’ program. With this work, the brand’s identity and key messaging is now consistently communicated across the charity on all materials, strengthening its impact. The Brand Champions in the various departments and regions support the central Brand Team helping advocate and protect the CRUK Brand. The net effect is the organisation is really starting to “live the brand”.

Good Values continues to demonstrate not only their strong branding and marketing expertise, but also their 'out of the box' thinking in their approach to improving the marketing capability within Cancer Research UK, so that the organisation is really starting to 'live the brand'.

Serena Donne, Head of Brand, Cancer Research UK