Lucinda and Andy are joined by Nick Daniel, marketing director at Dogs Trust, and Denholm Scotford, sector head for technology, media, telecoms and entertainment at the market research agency Harris Interactive.

Den breaks down the different aspects of a successful brand measured in Third Sector’s recently released Charity Brand Index, from public awareness and familiarity with individual charities to perceptions of their distinctiveness and relevance.

Nick explains how Dogs Trust has strengthened its brand in recent years, placing a heavy emphasis on positive messaging and cultivating a sense of uniqueness through its switch from blue to yellow to drive up public awareness for the charity.

Later in the episode, Lucinda and Andy discuss the finding in Enthuse’s latest Donor Pulse report that a sizeable proportion of donors are motivated to give in reaction to charities being criticised in the media.

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