Focus: Communications - Three minutes with... Giles Robertson, Head of marketing, WWF

What is the forum you have just set up?

It's a forum for the voluntary sector's heads of marketing, although we haven't finalised a name yet. I will be the chair and it is being developed in conjunction with the Marketing Society, the professional association representing people in marketing.

Society membership will be half price for charity staff. Brand issues are becoming almost as important as fundraising - the idea was that it would give like-minded people the chance to discuss ideas.

What kind of events will you hold?

We held our first event in July. It was attended by 40 heads of marketing and we had two really good speakers: Andrew Nebel from Barnardo's and John Grounds from the NSPCC.

We wanted to have a programme of events that was inspired by what people felt was important, so we used our first meeting to put together ideas.

Our next event will be on 'interbrands' - internal branding - and will happen in October. We are also planning an event at which heads of marketing from other sectors will speak - we should learn from them.

What is rebranding?

There has to be a reason to rebrand, but it's usually about keeping an organisation inspiring and relevant to a new generation of would-be supporters. There is often too much focus on a charity's visual identity and logo, but it is also about getting your message across and ensuring that people understand what you do.

Does rebranding have to be expensive?

I'm against spending huge amounts for the sake of it - some of the smaller charities are producing some wonderful stuff. It's all about having the confidence to get behind an idea and make it work.

It's also worth remembering that you might come up with something that is technically 'off-brand', but which really works. In those cases, it's worth having a rethink.

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