Post on 14-Dec-2014
description
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