Comic Relief: How Charities Can Do Brand Rejuvenation

慈善事業如何為品牌注入新活力?

原文網址: Link

摘要：成功的品牌活動可能會年復一年的持續被採用與舉辦，如何讓品牌和活動能夠維持一致性並且不至於使人感到重複，且看Comic Relief為品牌注入新活力的案例，簡單的三個方法就可以讓成長中的品牌活力十足。

看到一個用獨特的方式為品牌注入新活力的可愛例子，是英國的慈善機構Comic Relief。這是1985年由Richard Curtis（電影愛是您，愛是我的導演及影集黑爵士的作者）所建立。

每兩年，喜劇演員和其他演員們會提供一系列的表演及娛樂來募集善款。這天，參與者戴上紅鼻子以表達支持，故被取名為「紅鼻子日」。下方的圖像顯示出他們做的多麼成功！

如你所見，每次募得的金額不斷地增加，從1988年的1500萬英鎊到2009年的8200萬英鎊。我們可以從這成功的例子中學到一些建議。

1. 創造強而有力的品牌屬性

當你開始要在慈善領域發展時，你會驚訝這是個過於擁擠的「市場」。有千萬種正當的理由爭相要民眾捐錢，能脫穎而出的方法就是創造一個強而有力的視覺特性；在這個例子中就是紅鼻子，如我先前所張貼的圖片。

2. 不斷注入活力

Comic Relief在為品牌屬性注入新活力這方面做得很好。每年都使用相同的紅鼻子來募款是件簡單的事，但Comic Relief卻不這麼做，他們每次都會有所改變。這些改變通常不只是視覺設計的不同，也包含了「功能性」的變化；像是2001年吐舌頭的造型！這個做法使慈善事業保持新鮮，並促進他人的參與。

3. 品牌性格是獨特性的來源

我也喜歡Comic Relief用本身的品牌性格來令它自己與眾不同。許多慈善機構利用驚人之舉使我們捐款。身處在一個壞消息過載的世界，這個方法或許可行一陣子。Comic Relief做的正是透過娛樂、逗趣性來籌募善款，一點都不誇大。我喜歡他們的口號，以此做總結：做些有趣的事情，來募集金錢。

結論是，這是個講述要擁有清晰的品牌理念、並且以強而有力的品牌屬性去實現它、以及為品牌成長不斷注入活力的可愛例子。

Saw a lovely example of brand rejuvenation from an unusual source: the UK charity Comic Relief. This was set up back in 1985 by Richard Curtis (writer/director of Love Actually and Blackadder).

Every 2 years comedians and actors put on a series of shows and entertainment to raise money. This is called "Red Nose Day" after the red noses you wear on the day to show your support. The image below shows what a nice job they have done of rejuvenating themselves!

As you can see, the funds raised have gone up consistently each time, from £15million in 1988 to £82million in 2009. Some suggestions on what we can learn from this success story. 

1. Create a powerful brand property

Having started to do a bit of work in the charity area, you are struck by just how over-crowded a "market" this is. There are literally thousands of good causes competing for our money. One way to stand out is creating a strong visual property, in this case the red nose, as I have posted on before.

2. Constantly rejuvenate

Comic Relief have done a great job of rejuvenating their brand property. It would have been easy to keep using the same red nose year after year. Instead, each time it is different. And often the change includes "functionality" not just visual design, such as the one in 2001 that stuck its tongue out! This keeps the charity fresh, and encourages participation.

3. Brand character as a source of distinctiveness

I also like the way Comic Relief uses its brand character to be different. Many charities use shock tactics to get us to donate. And in a world where we are over-loaded with bad news, this can be wearing after a while. Comic Relief does what is says on the tin. Raising money, but using fun. I love their slogan that sums this up: "Do something funny for money" :-)

In conclusion, a lovely example of having a clear brand idea, brought to life with a powerful brand property and constantly rejuvenated to the brand growing.