I had the privilege of attending a fund-raising breakfast for the Salvation Army’s Red Shield Appeal this week. Guest speaker was New Zealander, Chris Liddell, Chief Financial Officer for Microsoft.
Chris spoke of the importance of philanthropy and of course, the effects of the world recession. But that’s not what got my attention. Our table was hosted by Paul, a Salvation Army officer and he talked about how he headed their drugs and alcohol abuse efforts. The issue here is the devastating trail an abuser leaves with family and friends. However, strictly from a marketing view-point I was compelled by Paul’s explanation how the Sallies are constantly looking for the next big thing! You see, drug and alcohol abuse is unfortunately a large business - there are now many organisations assisting with the issue - when that becomes the case it often becomes time for the Sallies to move some/all of their resources to that “next big thing” that perhaps isn’t getting the attention and the care required from other agencies.
I liken that brand positioning approach to Daniel Lamarre’s quote, President of Cirque du Soleil when he said, “Every time we come to a comfort zone, we will find a way out!”
Paul’s comments certainly made me reposition one of the world’s most recognised brands; the Salvation Army’s brand - an organisation at the cutting edge of care.
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