British Red Cross prizes segmentation to create a brand platform rooted in national kindness #Marketing @MondoPlayer [Video]

Sandra GiffinFeedToPost, Sandra Giffin Twitter

To see the original post and the Video, click here

The British Red Cross (BRC) is visualising the warming power of small acts of kindness in its latest brand platform, a fresh mobilisation strategy developed after extensive research revealed the need to highlight the ‘British’ in its brand name.British Red Cross experienced one of...

Watch/Read More

The British Red Cross (BRC) is visualising the warming power of small acts of kindness in its latest brand platform, a fresh mobilisation strategy developed after extensive research revealed the need to highlight the ‘British’ in its brand name.

British Red Cross experienced one of its most demanding years in 2017; its remit to aid humanitarian crises meant it was on the front lines when it came to helping victims of the …

Yet Zoe Abrams, the charity’s executive director of communications and advocacy, chose not to focus on the BRC’s role in national emergencies for its latest brand platform, a mobilisation campaign dubbed ‘The Power of Kindness’. Instead, she briefed creative agency