Charity hires Corporate Edge to rethink branding

The National Canine Defence League (NCDL) is considering changing its name for the first time in its 111-year history, as part of a shake up of its brand and identity.

The charity, which campaigns for dog welfare-related issues and runs rehoming centres, has hired Corporate Edge to assess its corporate identity with a view to changing the name.

Corporate Edge won the business after a pitch against two unnamed agencies.

NCDL marketing director Adrian Burder says he has hired the agency to investigate, “whether the name accurately reflects the brand”.

He adds: “We are examining a number of issues, one of which is our name, but no decision has been taken.”

Corporate Edge director Peter Shaw says: “It is the biggest charity focusing on dogs. It has lots of centres, but its profile isn’t what it should be. Most people think about Battersea Dogs Home when they think of dogs’ homes.”

The NCDL was founded in 1891 to protect dogs from torture. The charity has more than 300,000 supporters and members. Since 1997, it has micro-chipped 83,627 dogs, neutered 45,442 and rehomed 36,886. One of its recent initiatives has been to launch a charter for greyhounds in an effort to encourage the racing industry to care for the dogs from the cradle to the grave.

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