Murdoch Children’s Research Institute (MCRI)

How do you create a powerful brand for an extraordinary organisation?

Expertise Areas
  • Brand Research & Diagnostics
  • Corporate Purpose & Purpose Led Transformation
  • Corporate Brand Strategy

Murdoch Children’s Research Institute (MCRI) is the largest child health research institute in Australia, and top three in the world. They specialise in discoveries that transform child health. It’s only fitting that an exceptional organisation should embody a compelling brand.

A healthy start

MCRI has a team of over 1,200 medical and research staff, who, over the last thirty years, have solved some of the biggest issues surrounding child health worldwide; across a diverse set of specialities.

Many of their researchers are also clinicians, which means they can use research to solve problems they see in their daily work with children and families. It also means when a discovery is made in the MCRI labs, it can be communicated easily and transformed into a practical treatment for children more quickly.

Our opportunity was to forge a purpose and brand strategy for MCRI to help them align behind one clear purpose and employee value proposition, which would in turn enable them to better communicate their significant role in transforming child health in Australia, and globally.

Murdoch Children’s Research Institute (MCRI) Case Study

For every question there’s an answer

To begin the process of implementing a purpose led business model, we worked collaboratively with the leadership team to conduct diagnostic, workshops, and engagement practices within the organisation. The insights generated from these steps then assisted us in developing the purpose led brand approach and brand development.

We worked with the MCRI leadership team and Board to implement the brand purpose and values, and then guided our design partner in the development of a refreshed brand identity and communication materials.

Murdoch Children’s Research Institute (MCRI) Case Study

Transforming child health

By putting purpose into practice, the project helped MCRI to articulate a clear purpose, philosophy, values, and promise for the whole organisation, aided internal alignment, and the strengthened their positioning within the global research community and the not-for-profit sector.

To further assist with brand implementation, a series of branded tools was crafted to help MCRI be known, respected, and the first point of call for child health research.

“Brand Council has been instrumental in developing the DuluxGroup core purpose. They methodically and strategically worked across all levels of the organisation to capture – who we are; what we stand for; and why we do what we do – into a unifying core purpose ‘Imagine a Better Place’. The true test of their work is that, almost a decade later, our Core Purpose has endured, strengthened and is ingrained into the psyche at all levels of the organisation.”

Pat Houlihan | CEO & Chairman DuluxGroup, Chairman MCRI

"Brand Council have helped us clarify our brand architecture, reinvent Hard Yakka and KingGee, and provided strategic guidance on two additional brands. This has resulted in significant tangible results for our business. We enjoy working with Trudi and Peta and value their opinion and expertise."

Doug Swan | Group General Manager Workwear Group

"The key to Brand Council’s success is their process. They took the time to understand the market in which we operate, where we wanted to position the fund, and what we needed to do to reach that position. In this way, Brand Council encouraged us to discover our brand by finding and telling our own story. The most important element in Brand Council’s process is proof. They have not made any recommendations without evidence. Brand Council are genuine partners on the ‘brand journey’."

Michael Dwyer AM | Former CEO First State Super, Chairman UNHCR, Board Director

"Together they are a great team who are hands on, taking full responsibility for the work – it is rare to find an agency as experienced and professional who will actually get in and do the work at grass roots level themselves."

Alison Brink | Goodman Group GM Marketing & Communications

"The work Brand Council have done to engage staff across the agency, distil and define a clear and motivating brand purpose, and then help to communicate and inculcate that purpose internally has been invaluable."

Commissioner Paul Baxter | Fire and Rescue NSW

"Over many years, Brand Council have led three brand strategy projects for Redkite. What has been consistent throughout is a highly effective approach to brand strategy and a level of care and passion that you don’t often see. Trudi has become part of the fabric of our organisation and a trusted adviser. She puts her heart into making the Redkite brand what it needs to be so that no family faces their child’s cancer alone."

Monique Keighery | Chief Executive Officer, Redkite

"Our staff’s enthusiasm, energy and ideas have been amazing. We have a single set of Beliefs, Values and one common Purpose – and it’s all come directly from our staff."

Andrew Richardson | Aruma CEO

"Brand Council has continued to work with us in an ongoing capacity to define the purpose strategy for our individual businesses, including Selleys, B&D, Lincoln Sentry and Yates. They are a trusted advisor and provide sound counsel."

Pat Houlihan | Chairman and CEO DuluxGroup, Chairman MCRI

"I have been the leading executive on a number of engagements with Brand Council including IAG, BOQ & AIM. I subscribe to Brand Council’s philosophy that alignment between the brand message and brand experience is essential for business success. It is through their refined process that I have seen the cultural and behavioural change required to not only ensure this alignment is possible, but more importantly that it is implemented. I am pleased to endorse the people and process at Brand Council and commend them to any business looking to re-engage staff and customers."

Daniel Musson | CEO and C-suite client at BOQ, IAG & AIM