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

• Organisations need to be available where customers need them – that increasingly means a slick mobile app.
• Brands need distinguishable assets, both visible and audible, to help them stand out and be remembered by the public. Advertising...