Z34 Strengthen Rotary Brand
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Transcript of Z34 Strengthen Rotary Brand
Strengthening Rotary’s BrandPaul HydzikManager, Marketing5-June 2012
WE’RE AWESOME!
How an organization THINKS, ACTS & COMMUNICATES
EXPERIENCE received.
PROMISE delivered.
Brand is…
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Not earning full credit for our good workHarder to reach our full potential
Challenge
Siegel+Gale
JapanKorea
AustraliaSouth AfricaArgentina
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1Research
2 3Brand Architecture
4Visual Identity
5Guidelines
6Rollout PlanStrategy
Project Overview
2 years
Brand Attracts PartnersFollowing the 2008 launch:
Added 6 corporate partnerships + 40 university affiliations
UnprecedentedResearch
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We have the strengths necessary for greatness
FINDING 1
Core strengths afford us unique ability
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1. Multidisciplinary perspective allows us to see challenges in ways others can’t
2. Ability to apply best-in- business thinking to social issues
3. Passion and perseverance necessary for lasting change
4. Collective impact of our global community
See differently
Think differently
Act tenaciously
Impact globally
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Audiences want what we offer— we just need to help them understand
FINDING 2
It’s not about assets we have…but how we make people understand, feel and believe
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Approach
Personalconnection/participation
Measurable impact
Shared global motivators
Rotary excels in many of these areas, yet we’re not getting credit we deserve
Typical gap
Rotary’s gap (globally)
INT
ER
NA
LE
XT
ER
NA
L
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The world is moving in our favor
FINDING 3
Opportunity for social enterprises
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Bottom-line driven
Purpose driven
Run like an NGO
Run like a business
Desire for change:window of opportunity
Behind the Scenes
VOICE VALUES ESSENCE
Our expression Our beliefs Our reason for being
Building blocks of the brand strategy
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