From flowers to fighting.
Recently, the Canadian Cancer Society underwent a rebranding and rather large change of image. Read the article below and visit the site.
http://ca.news.yahoo.com/s/capress/100127/national/cancer_fundraising
http://www.fightback.ca
What do you think?
How does this change your image of the organization?
As we talked about last week, a brand is your soul and what you stand for. What does this rebrand tell you about the core of the organization?
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I just watched the first video on the Fightback website, and wow is it ever powerful! Goodhand is right, this new message is edgy and raw, and it will make people uncomfortable and angry, but the most important part is that it will make them feel. This message evokes a much stronger call to action than just the flower, and it certainly speaks to me. Having lost many family members to cancer, seeing branding that recognizes the real emotion behind that loss is so refreshing.
ReplyDeleteThis new brand is providing everyone who works for the CCS the tools to spread the message better, because "Join the Fight" is something anyone can easily remember and repeat.