Subscriber Exclusive 
Inside the RSPCA’s biggest brand transformation for 50 years
Chasing a “double repositioning”, the animal protection charity hadn’t updated its brand since the 1970s meaning that despite high awareness, intention to donate had plummeted.
It’s rare that a marketing department has the luxury of not concerning itself with brand awareness. Often, it’s the metric leadership wants to see climbing up and up, and is the method by which many marketers will be judged.
Of course, strong awareness means nothing without equally strong consideration. Need proof? Just ask the RSPCA.
