My research for Design Project A to date has led me to one clear problem – The Blue Cross is not understood by the general public because of the ambiguity infused within its name and branding.
This week, I spent quite a bit of time reading through a very helpful text entitled Charity Marketing: Meeting Need Through Customer Focus by Ian Bruce. In it, Bruce delves deep into what makes a successful charity brand. To determine this, one must examine the organization’s “presented identity” including the name of the charity itself. Bruce states that a well-positioned name must be distinctive, relevant, memorable and flexible. Using this as criteria, I’m going to evaluate Blue Cross’ current name and branding scheme by giving a small visual survey to a small sampling of people.
Readers of my blog can check out the survey here and leave their responses in the comments field below.
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