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CCS Brand Audit

for Royal Roads BUSA-522, Creating Customer Value, Team 2, Phoenix Rising
by

Deborah Nicols

on 23 May 2014

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Transcript of CCS Brand Audit

Brand Audit
Canadian Cancer Society
Forever
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?
A National,
sponsored
Campaign focused on
Prevention

Partnering with a National Sponsor
69.4% could not differentiate
Intensifying the enthusiasm
,

giving new energy to the brand

The way to control
Cancer
Advocacy
Research
Marketing
Fund-
raising
Workforce
Health
Promotion
Is to prevent it
Phoenix Rising
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
and
Survey Says!
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
Products/Pricing
Units
Regions
Divisions
The 4 P's
Advocacy
Prevention
Support
Information
Research
Multiple
Promotional Avenues
Service Delivery - Free
Operating Costs - $25M
(cc) image by anemoneprojectors on Flickr
Placement/
Promotion
Full transcript