National Lottery links play and purpose to build the brand | WARC | The Feed

The National Lottery reversed a four-year decline in public sentiment through a rebrand that focused on the good causes it supports.

Why it matters

No organisation can live in the past. If branding and messaging have not been updated, customer focus can be lost. The answer is to rebrand around what consumers care about, not what marketers think a brand should represent.

Takeaways