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CCS Brand Audit
Deborah Nicolson 23 May 2014
Transcript of CCS Brand Audit
Canadian Cancer Society
could change Cancer
The bigger the brand,
the more difficult it is to position
What Physics taught us about
Marketing (thanks, Dan Cobley)
Can you differentiate?
Campaign focused on
Partnering with a National Sponsor
69.4% could not differentiate
Intensifying the enthusiasm
giving new energy to the brand
The way to control
Is to prevent it
Brought to you by:
Points of Difference & Parity: CCS is vertically integrated
The best investment in the cancer cause
Team 2, Cohort B
Deb Nicols, Doug Barton, Jordan Young, Sarah Pearse, Sumeet Sodhi
CCS is uniquely positioned to focus on Preventing Cancer
So what's missing?
Connecting with Canadians
For a greater share of
49 respondents identify
CCS mostly with research
The 4 P's
Service Delivery - Free
Operating Costs - $25M
(cc) image by anemoneprojectors on Flickr