Positioning

&

Communication

1

The Schurgott-Berzina-

PwC-Peter Ivett-Branding &

Positioning Process ©

2

Step 1: Key Communication Objective

“What do we aim to achieve through

this communication?”

3

Communication Objective

Step 2: Opportunity / Problem

“What is the opportunity or

problem that AIESEC

addresses in Australia?”

5

Communication Objective

Opportunity / Problem

Step 3: Key Benefit

“What is the one key

benefit/attribute of AIESEC?”

7

Communication Objective

Opportunity / Problem

Key Benefit / Attribute

Step 4: Brand Foundation

“What are the main

benefits/attributes/concepts

that we associate with

AIESEC?”

9

Communication Objective

Opportunity / Problem

Key Benefit / Attribute

Brand Foundation

Member

Survey

Step 5: One Line Description

“How do I capture what

AIESEC is in one sentence?”

11

Communication Objective

Opportunity / Problem

Key Benefit / Attribute

Brand Foundation

Member

Survey

One line description

Step 6: Communication Messages

“What messages do I communicate to

our different stakeholders?”

“What opportunity is there for AIESEC,

what role do we play in addressing it,

and what does this mean for our

stakeholders.”

13

Communication Objective

Opportunity / Problem

Key Benefit / Attribute

Brand Foundation

Communication Messages

Member

Survey

Values &

Brand

Foundation

Matrix

One line description

SN Company Member

Positioning

Spectrum

Opportunity

Role

Benefit

Brand FoundationValues

ActivatingLeadership

Striving forExcellence

Enriching ourLearning

EnjoyingParticipation

Fulfilling ourResponsibility

Living Diversity

Values & Brand Foundation Matrix

Positioning Spectrum

Structure

Product /

Services

Processes

Persona-

lising

Purpose

Experience

Tangible Intangible

How you are organised

What you do

The way you do things

Who you are

Why you do it

...You offer

3M

Disney

Step 7: Slogan

“I sure do need a catchy

phrase”

17

Communication Objective

Opportunity / Problem

Key Benefit / Attribute

Brand Foundation

Communication Messages

Member

Survey

Values &

Brand

Foundation

Matrix

One line description

SN Company Member

Positioning

Spectrum

Slogan

Step 8: Visual Representations

“Now, how am I going to

visually represent AIESEC to

our stakeholders”

19

Communication Objective

Opportunity / Problem

Key Benefit / Attribute

Brand Foundation

Communication Messages

Member

Survey

Values &

Brand

Foundation

Matrix

One line description

SN Company Member

Positioning

Spectrum

Slogan

Visual Representations

Enough theory already,

where’s the output

Shurgs...

21

Communication Objective

“To engage awareness in

AIESEC (what AIESEC does

and why AIESEC exists).”

Opportunity / Problem

“an opportunity to develop proactive

leaders with a vision for Australian

Society within the global

community”

Key Benefit / Attribute

Brand Foundation

Member

Survey

One line description

Communication Messages

Member

Survey

Values &

Brand

Foundation

Matrix

SN Company Member

Positioning

Spectrum

Opportunity

Role

Benefit

Brand FoundationValues

Global Youth Leadership

ActivatingLeadership

Striving forExcellence

Enriching ourLearning

EnjoyingParticipation

Fulfilling ourResponsibility

Living Diversity

- people understand globalissues and are willing toaddress them (locally orglobally)

- seeking a positive changeglobally

- no borders / breaking borders- gloablly diverse organisation- people with global experience- social networks and friends all

over the world- working together across the

world to address global issues– the world is our platform

- passion, excitement,enthusiasm, innovation,creativity

- desire to do something now- proactive- want to make a change- see everyone as equal, facing

equal challenges- want to do the work to make it

happen- seeking (life) experiences- future focussed but action now- don’t see the walls / limits- positive / optimistic- self belief, nothing will stop us- opportunities- challenging- always youthful / eternally

young

- challenging paradigms and theway it is

- challenging yourself, the wayyou act and look at things

- action based – if not now,when

- individual responsibility – if notyou, who

- proactive, positive, innovative- @2005 characteristics- values based leadership- leading by example- developing other leaders- leading now and in the future- start with ourselves, be the

change- focussed on future / vision of

the future- strong belief and determination

Values & Brand Foundation

Matrix

0

5

10

15

20

25

30

35

40

Glo

bal N

etw

ork

Pro

fess

ional/

Pers

onal

Cultura

l

Unders

tandin

g//

Change//

Changin

g L

ives/

/

Maki

ng a

Diffe

rence

//

Pro

act

ive

Learn

ing//

Act

ive L

earn

ing

Inte

ract

ion//

Soci

al

Team

work

Challe

nge

Futu

re M

indse

ts

World

Member Survey

Positioning Spectrum

Structure

Product /

Services

Processes

Persona-

lising

Purpose

Experience

Tangible Intangible

Global Network

Exchange Program

Quality / Learning Processes

The types of people developed

Purpose / Role

Learning

“We believe there is an

opportunity to develop

proactive leaders with a vision

for Australian society within the

global community.”

OPPORTUNITY

31

“Through providing young people

with learning experiences around

an international exchange we

develop socially responsible

leaders with global perspective

and the ability to create change.”

ROLE

32

So stakeholder, what

does it mean for you...

BENEFIT

33

Company (TN)

34

For you this means the ability to

ADD VALUE to your organisation

through ACCESS to these kinds of

YOUNG LEADERS

Member & SN

35

For you this means the

OPPORTUNITY to BECOME one of

these YOUNG LEADERS

Hi how are you. What’s AIESEC? Well, AIESEC is the

Leading Global Organisation for Youth Leadership

Development.

We believe there is an opportunity to develop proactive

leaders with a vision for Australian society within the global

community.

Through providing young people with learning experiences

around an international exchange, we develop socially

responsible leaders with global perspective and an ability to

create change.

What do you do - ah, you’re a CEO, well for you this means

that you have the ability to add value to your organisation

through access to these kinds of young leaders.

36

StakeholderSloganCompany Member SN

Global Youth… Global Leadership

Today’s youth… Tomorrow’s

leaders

Developing tomorrow’s global

leaders… today

AIESEC… developing the leaders

the world wants to see

Be the leader you want to see in the

world

Slogan

AND THE WINNER IS...

Developing tomorrow’s global

leaders… today

Visual Representations

Why the colours Guntra?

Visual Representations