Macmillan Cancer Support has confirmed it plans to launch a new brand strategy early next year.
The charity will appoint a new creative agency in the coming months and ensure it is fully versed in its work by Christmas, so a new campaign can be unveiled in early 2017.
Richard Taylor, Executive Director of Fundraising, Marketing and Communications at Macmillan, insisted that the brand as it stands is “brilliant”.
However, he said the number of people living with cancer looks set to go up from 2.5 million at the moment to four million by 2030.
As a result, he believes the charity will need to respond accordingly.
“If the demand on our services was static, then we probably wouldn’t have to change our brand, but we need to keep pace and gain more funds to provide more services,” Mr Taylor said.
“My worry is that not enough people know how to find our support. We have a massive role to play in terms of helping people get the support they need sooner. Often that comes through our brand’s salience.”
Mr Taylor also argued that the charity’s brand needs to become more inclusive and ensure more people understand what the organisation stands for and what services it offers.
He stated that since so many people are affected by cancer, the charity needs to have a broader appeal, particularly as it is trying to cut through in a “noisy marketplace”.
Mr Taylor said that in order to achieve this, it must show itself to the public differently and show it does more than provide Macmillan nurses.
He added that Macmillan has already slightly changed its approach to marketing in the last few months, with its Never Walk Alone campaign moving away from metaphors and recognising the impact cancer has on the patient’s whole family.
“It is more reflective of the harsh reality that cancer is really tough,” Mr Taylor said.
“It’s a bit grittier, but also hopefully it conveys the hope that more people are surviving or living with it. That’s not how Macmillan was portrayed before.”