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Assoc. VP for Communications Sarah Newson on how a simple tagline transformed a brand ... and gave hope to millions.
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IABC Houston MeetingJune 28, 2012
We embarked on this journey in 2005for all sorts of reasons
• We didn’t know who we were• And nobody knew us• We couldn’t get our messages straight• We didn’t stand out in the marketplace• We had failure to comply• And…
While brand isn’t just all about the logo, it is a core element, and sometimes that element…
• Research and assessment• Strategic direction and positioning• Brand architecture• Graphic standards• New logo launched May 3, 2010
• With first online brand management tool –Brand Central
The long and winding road…
The ones we didn’t choose
And there were 32 more to come…
The final straw. (With interpretive dance.)
The drum roll…
Key brand elements
Our expertise and reputationOur foundation
The visual expression of our mission and vision
Our multidisciplinary approach to cancer
Summarizes our mission and vision
Logo deconstruction
Brand Promise
Attributes
Positioning
Key Brand Assets
Brand Foundation: Organization DNA
Rational Emotional Experiential Visual
Core Values Strategic Plan HistoryMission Vision
• Best
• #1 Ranking• Cancer focus• Best cancer doctors• Cancer resources• Research $
• Mission focus• Team approach• Better outcomes
• Logo• Colors
• “The MDA Experience”
• Skilled compassionate people
• Pioneering • Expertise
“The best possible environment to help you fight cancer.”
“The global leader in cancer.”
Positioning
5 brand elements
Architecture
Icons for digital media, restricted space
Key brand initiatives
• One-stop online brand management• Elimination of internal icons
• Development of external icon system
• Single source for business cards – UT Printing• Online ordering, customization, approval, billing• Card flexibility
• Creation of institutional brand cost center• Changes in architecture for our hosts and partners,
and flexibility with brand standards
Key initiatives
Why there’s much fuss for us about internal icons…
External Program Icon Architecture
• Approved program iconsshould only be developedby Medical Graphics orCreative Communications.
• Graphic element proportions:keep size within the top of the “M” in MD Anderson and the bottom of theprogram’s name
• Graphic element colors must match the brand color palette
Allowable space for graphic element
48 pt Minion Pro Regular
27 pt Universe 55 Roman14 pt Universe 55 Roman
Brand Color Palettes
PMS 485
PMS 404
Black
Prim
ary
Pal
ette
PMS 1525
PMS 7447
PMS 647
Sec
onda
ry P
alet
te
PMS 575
PMS 7505
PMS 7503
PMS 467
PMS 400
Neu
tral P
alet
te
External Program Icons
Measures of success
Better design, better compliance
AfterBefore
Gift shop salesone year later
145% increase• From $130,812 to $320,965 • From 9,701 pieces to 24,677• 8,000 t-shirt sales
• Black #1 color
• 85 different products
Brand Core Team
Team comprises communications, marketing, design and public education
• Encompasses design, architecture, funding, business development, policies, approvals
• Empowered to make brand decisions that impact entire institution
• Designers have clout to say no• Institution turns to team for recommendations
Lessons learned
What’s sometimes interpreted…
Lost in translation… What’s intended…
Lessons learned• Brilliant logo design, but practical applications not all
considered• People emotionally attached to things• Consider what happens after launch• Don’t waver on major decisions – logo, icons• Be flexible• Training never ends• Create partnership rules of the road• Plan with your business development team• Create – and use – an advisory committee• Keep the “powers that be” informed
…but don’t let them run the show…
What’s on tap next• Managing brand assets• Vendor and employee compliance and training• Integrate with other major initiatives • Staffing needs• Design workshop• Incorporate new brand language• Revamp of Brand Central
• Launch of new photo library
You’re a swell bunch. Thanks for coming!
Any questions?
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