Macmillan Cancer Support's director of fundraising, Richard Taylor, has revealed that the charity has embarked on a long-term rebranding project.
Speaking to Fundraising Magazine, Taylor, executive director of fundraising, marketing and communications at Macmillan, said he and his team have just begun project at the organisation which is expected to launch “in 2018”.
“We are rebranding the charity, which is a very exciting piece of work that I will be leading on. It’s a long-term project and we have only just started it,” said Taylor. He said Macmillan were working with London-based marketing agency Dragon Rouge.
“We are working with a company called Dragon Rouge and we are looking to launch in 2018. It’s a new brand strategy and within that we’re looking at new territories, new brand propositions and new architecture. We will also be looking at tone, voice and identity.”
'We will be careful'
Taylor said that because Macmillan “is the best loved, most trusted charity brand in the UK,” he and his team would “make sure to be careful” with the rebranding project.
“I would say that this is the best loved, most trusted charity brand in the UK" he said. "It’s grown faster than pretty much any other charity in the last few years. So, when you’ve got assets such as that, you have to be careful with them.
"It’s not a vanity project, so we’ll make sure to do the right thing with it for us and our supporters.”
The full interview will appear in the March edition of Fundraising Magazine, which will be out in print and online tomorrow. Find out about subscribing here.
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