Building a brand
Despite its vital role, the Government Office for Science had a brand recognition problem. Not enough government decision-makers understood the Office’s role, so too few were commissioning research. That meant policy was being made without the level of robust scientific backing the Office could provide.
Each individual report the Office published was well recognised and respected. So was its head, the Government Chief Scientific Adviser (GCSA). People just weren’t seeing the big picture: that one organisation was responsible for all this valuable advice.
In a series of workshops and in-depth interviews with everyone from the GCSA on down, we found that everyone at the Government Office for Science saw the scientific evidence as the star, not the Office itself. This humility was part of why the Office wasn’t better known – but it also became the seed of a strong new brand.