BRAND WORKSHOP

Strategic Leadership Retreat

5 May 2012

CFA Institute

AGENDA:

BRINGING OUR NEW BRAND TO LIFE

Session I: Defining our brand

Break

Session II: Telling our story

LEADERSHIP RECOGNITION LUNCHEON

Session III: Communicating our value

Break

Session IV: Visualizing our new brand (Continental Room)

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CFA Institute

WE ARE ALL BRAND AMBASSADORS

Member satisfaction with brand awareness

dropped to 51% in 2012, down from 62% in 2011.

57% of members are looking for opportunities to

promote the CFA Institute mission and vision, yet 53%

of them are not sure about how to go about it.

CFA Institute

Session I

BRINGING OUR NEW BRAND TO LIFE—

DEFINING OUR BRAND

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CFA Institute

OUR BRAND STRATEGY HELPS BRING

OUR ORGANIZATIONAL STRATEGY TO LIFE

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Organizational Strategy

Vision, Mission, Goals

Brand Strategy

Pillars, Tone of Voice, Positioning

Operations,

Products, Services

Identity,

Communications

CFA Institute

BRAND STRATEGY COMPONENTS

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BRAND POSITIONING

Overarching aspiration

BRAND PILLARS

The key ingredients of the brand strategy

TONE OF VOICE

The manner and style of our communications

CFA Institute

BRAND PILLARS

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BRAND POSITIONING

Overarching aspiration

BRAND PILLARS

The key ingredients of the brand strategy

TONE OF VOICE

The manner and style of our communications

CFA Institute

WHAT ARE BRAND PILLARS?

Brand pillars are the key ingredients of the brand strategy.

Our pillars embody the elements that we, as a community,

feel strongly about and they are the foundation of the brand

strategy.

They are unique, value-building characteristics of our

organization.

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CFA Institute

OUR BRAND PILLARS

CFA Institute

TONE OF VOICE

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BRAND POSITIONING

Overarching aspiration

BRAND PILLARS

TONE OF VOICE

The manner and style of our communications

Professional

excellence

to raise

standards in

the industry

Champion for

ethical behavior

in investment

markets

Respected

source

of knowledge

in investment

markets

Strong, global

community of

investment

professionals

Serving the

interests of

investors and

of society

CFA Institute

WHAT IS TONE OF VOICE?

Tone of voice is the manner and style in which

we write and speak about ourselves.

It shapes how we look, feel and sound—fusing

language, design and content.

Tone of voice should be reflected across

all communications—including advertising, press

releases, newsletters, emails, web copy and internal

communications—by all stakeholders.

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CFA Institute

TONE OF VOICE DIFFERENTIATES BRANDS

• Fun

• Iconoclastic

• Stylish

• High quality

• Smart

• Confident

• Professional

• Human

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CFA Institute

OUR TONE OF VOICE

INSIGHTFUL

We are smart and perceptive.

We look at things from different

perspectives and offer a fresh

point of view.

NOT: Dry, jargon-heavy

APPROACHABLE

Our door is open.

We invite dialogue and speak with

clarity and accessible language.

NOT: Too casual, cheeky

PREMIUM

We are fluent in excellence.

We hold ourselves to the highest

standards—paying attention to

nuances, choosing words with the

right tone and refined imagery.

NOT: Snobbish, arrogant

VIBRANT

Our passion fuels our language.

It informs our lively points-of-view.

Active words engage our audiences,

explaining the impact of what we do.

NOT: Frenetic, Unrealistic

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CFA Institute

BRAND POSITIONING

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BRAND POSITIONING

Overarching aspiration

BRAND PILLARS

TONE OF VOICE

Insightful, Premium, Approachable, Vibrant

Professional

excellence

to raise

standards in

the industry

Champion for

ethical behavior

in investment

markets

Respected

source

of knowledge

in investment

markets

Strong, global

community of

investment

professionals

Serving the

interests of

investors and

of society

CFA Institute

WHAT IS A BRAND POSITIONING?

A brand positioning summarizes what the organization

stands for, how it is distinctive, and why anyone

should care about it.

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CFA Institute

STRONG BRANDS ARE BUILT ON CLEAR,

BOLD, DISTINCTIVE POSITIONINGS

General Electric:

Innovation that matters

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CFA Institute

CFA INSTITUTE

BRAND POSITIONING

Positioning

Shaping an

investment

industry that

serves the

greater good

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CFA Institute

OUR BRAND STRATEGY

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BRAND POSITIONING

Shaping an investment industry that serves the greater good

BRAND PILLARS

TONE OF VOICE

Professional

excellence

to raise

standards in

the industry

Champion for

ethical behavior

in investment

markets

Respected

source

of knowledge

in investment

markets

Strong, global

community of

investment

professionals

Serving the

interests of

investors and

of society

Insightful Approachable Premium Vibrant

CFA Institute

BRINGING OUR NEW BRAND TO LIFE—

BRAND ATTRIBUTES EXERCISE

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CFA Institute

BRAND ATTRIBUTES EXERCISE

Your team will be given two identical sets of 10 cards.

Each card has images that show two attributes that could be used to describe

our brand.

Part 1: Current state

• How do you think the CFA Institute community (CFA Institute, member

societies, members, etc.) is perceived?

• Spend 5-10 minutes, using one set of cards and working in your teams, to

decide which of the attributes on each card best describes us currently.

Part 2: Future state

• Now, given all that you know about the new brand strategy, how do you want

our community to be perceived in the future?

• Spend 5-10 minutes, using the other set of cards and working in your teams,

to decide which of the attributes on each card you would like to describe our

community in the future.

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CFA Institute

BRAND ATTRIBUTES EXERCISE

Part 3: What should change?

• Now that you have identified which perceptions you would like to change (and

what should stay the same!), spend 10-15 minutes, working in your teams, to

choose the change that you think is most important and brainstorm some

high-level ideas for how the CFA Institute community could change that

perception.

Part 4: Sharing

• Teams will reconvene and present one attribute they would like to change,

why they think this is important, and what our community must do differently to

change this perception.

• We will collect the worksheets and compile the teams’ work for sharing.

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CFA Institute

Session II

BRINGING OUR NEW BRAND TO LIFE—

TELLING OUR STORY

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CFA Institute 23

IMPORTANCE OF SOCIETY MARKETING RESOURCES

0%

20%

40%

60%

80%

100%

CFA Institute

“THE PITCH”

You are mingling at a networking event. You meet someone who is unfamiliar

with your society, CFA Institute and the CFA Charter.

Given everything you now know about our new brand, what would you say about

our community? How would you describe what it does, and what it stands for?

Would your “pitch” change from what you have said in the past?

Part 1

• Individually, spend 5-10 minutes creating a short, 30 second “pitch” describing,

in your own words, what would you say about our community and your role

within it?

• Consider how you would incorporate some of the key ideas from the brand

positioning and pillars.

• Also consider using the tone of voice to inform your writing style

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CFA Institute

TELLING OUR STORY:

KEY THEMES TO INCLUDE

• Shaping an investment industry that serves the greater good

• Ensuring professional excellence and rigor

• Raising and upholding standards

• Being a champion for ethical behavior

• Leading industry thinking

• Being a respected source of industry knowledge

• Being active in the global community of investment professionals

• Ensuring investors’ interest come first

• Driving efficient and effective markets

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CFA Institute

“THE PITCH”

Part 2

• Once everyone has finished writing, each person will present their pitch to

the rest of their team.

• Spend 10-15 minutes discussing what you like about each pitch and select one

(or a hybrid of several) to present to the larger group.

Part 3

• All teams will reconvene to share their best pitches.

• All the best 30 second pitches will be collected by the session facilitators and

will be complied into a master document and circulated to all societies.

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CFA Institute

Session III

BRINGING OUR NEW BRAND TO LIFE—

COMMUNICATING OUR VALUE

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CFA Institute

“WHY SELECT A CHARTERHOLDER?”

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CFA Institute

“WHY SELECT A CHARTERHOLDER?”

Part 1

• Spend 5 minutes, working in your teams, to brainstorm the 4-6 key audiences

for this publication.

• Write the audiences in the first blank row of the table (e.g., investors,

employers, etc.)

Part 2

• For each audience you have identified, spend 30 minutes working in your

teams, to brainstorm 3-5 key “benefit messages” that would be most relevant to

each group.

• Consider what is most important to each audience.

• For each “benefit message,” also brainstorm “proof points” what could support

that message—i.e., why this audience should believe that they will get this

benefit from selecting a Charterholder. What facts support your claim?

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CFA Institute

“WHY SELECT A CHARTERHOLDER?”

Part 3

• All teams will reconvene and each will present the benefit messages and proof

points they brainstormed for one audience.

• At the end of the exercise, all the posters will be collected by the facilitators and

the content will be complied into an updated “Why Select a Charterholder?”

factsheet.

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THANK YOU