Dementia is the UK’s biggest killer, but one of the charities working in this field – Alzheimer's Society – had a largely invisible brand. This case details how a systematic approach to brand building has more than paid back for the organisation and “lifted all boats”, growing the donations' ROI of all the charity's activities. Communications improved engagement with sources of future legacy income streams and also increased usage of a symptoms checker which could contribute to earlier diagnoses of the condition. Econometric modelling estimates that the return in donations from brand TV has grown from £0.83 per £1 to £1.34.