Assoc. VP for Communications Sarah Newson on how a simple tagline transformed a brand ... and gave hope to millions.

1. IABC Houston Meeting
June 28, 2012

2. We embarked on this journey in 2005
for 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…

3. While brand isn’t just all about the logo, it is a
core element, and sometimes that element…

5. The long and winding road…
• 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

6. The ones we didn’t choose

8. And there were 32 more to come…

9. The final straw. (With interpretive dance.)

10. The drum roll…

14. Key brand elements

15. Logo deconstruction
Our foundation
Our expertise and reputation
Our multidisciplinary
approach to cancer
The visual expression of our
mission and vision
Summarizes our
mission and vision

16. Positioning
Positioning
“The global leader
in cancer.”
Brand Promise
“The best possible environment
to help you fight cancer.”
Attributes
• Best • Pioneering • Expertise
Key Brand Assets
Rational Emotional Experiential Visual
• #1 Ranking • Mission focus • “The MDA • Logo
• Cancer focus • Team approach Experience” • Colors
• Best cancer doctors • Better outcomes • Skilled
• Cancer resources compassionate
• Research $ people
Brand Foundation: Organization DNA
Mission Vision Core Values Strategic Plan History

17. 5 brand elements

18. Architecture

19. Icons for digital media, restricted space

20. Key brand initiatives

21. Key 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

22. Why there’s much fuss for us about internal icons…

24. 48 pt Minion Pro Regular
External Program
Icon Architecture Allowable
space for
graphic
element
• Approved program icons
should only be developed 27 pt Universe
55 Roman
14 pt Universe 55 Roman
by Medical Graphics or
Creative Communications.
• Graphic element proportions: Brand Color Palettes
keep size within the top of
the “M” in MD Anderson PMS PMS PMS PMS
Secondary Palette
485 1525 575 7503
and the bottom of the
Primary Palette
Neutral Palette
program’s name PMS PMS PMS PMS
404 7447 7505 467
• Graphic element colors
must match the brand PMS PMS
Black
color palette 647 400

25. External Program
Icons

26. Measures of success

27. Better design, better compliance
After
Before

28. Gift shop sales
one 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

29. 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

30. Lessons learned

31. What’s intended…
Lost in translation…
What’s sometimes interpreted…

32. 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…

33. 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

34. You’re a swell bunch. Thanks for coming!
Any questions?