Forster Acevo Pres 28 Nov 08
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Transcript of Forster Acevo Pres 28 Nov 08
![Page 1: Forster Acevo Pres 28 Nov 08](https://reader033.fdocuments.us/reader033/viewer/2022060121/559377e41a28ab53668b46ff/html5/thumbnails/1.jpg)
YOU PROMISED
The importance of setting and shaping
your brand and communications
![Page 2: Forster Acevo Pres 28 Nov 08](https://reader033.fdocuments.us/reader033/viewer/2022060121/559377e41a28ab53668b46ff/html5/thumbnails/2.jpg)
It matters what people think
![Page 3: Forster Acevo Pres 28 Nov 08](https://reader033.fdocuments.us/reader033/viewer/2022060121/559377e41a28ab53668b46ff/html5/thumbnails/3.jpg)
People must think differently …
… if the world is to change for the better
![Page 4: Forster Acevo Pres 28 Nov 08](https://reader033.fdocuments.us/reader033/viewer/2022060121/559377e41a28ab53668b46ff/html5/thumbnails/4.jpg)
It’s your promise
• Oxfam promises to deliver the world from poverty
• Mencap promises to deliver lives worth living to
people with learning disabilities
• Fairtrade Foundation promises to deliver decent livelihoods to farmers in the developing world
![Page 5: Forster Acevo Pres 28 Nov 08](https://reader033.fdocuments.us/reader033/viewer/2022060121/559377e41a28ab53668b46ff/html5/thumbnails/5.jpg)
Your promise is your brand
![Page 6: Forster Acevo Pres 28 Nov 08](https://reader033.fdocuments.us/reader033/viewer/2022060121/559377e41a28ab53668b46ff/html5/thumbnails/6.jpg)
Your strategy …
… puts your promise at the heart of your activity
![Page 7: Forster Acevo Pres 28 Nov 08](https://reader033.fdocuments.us/reader033/viewer/2022060121/559377e41a28ab53668b46ff/html5/thumbnails/7.jpg)
Articulate why you deserve people’s trust and commitment.
![Page 8: Forster Acevo Pres 28 Nov 08](https://reader033.fdocuments.us/reader033/viewer/2022060121/559377e41a28ab53668b46ff/html5/thumbnails/8.jpg)
Then sell it to others
![Page 9: Forster Acevo Pres 28 Nov 08](https://reader033.fdocuments.us/reader033/viewer/2022060121/559377e41a28ab53668b46ff/html5/thumbnails/9.jpg)
Good communications
• Clarity and consistency
• Collaboration
• Connections
![Page 10: Forster Acevo Pres 28 Nov 08](https://reader033.fdocuments.us/reader033/viewer/2022060121/559377e41a28ab53668b46ff/html5/thumbnails/10.jpg)
What motivates people to engage?
VisionI share their vision
Immediate environmentIt will make a difference to me
CapabilityThey have shown they can
Increasing need for
tangible rewards
Increasing loyalty
Specific actionMy money will make a difference
BeliefsI believe in them
![Page 11: Forster Acevo Pres 28 Nov 08](https://reader033.fdocuments.us/reader033/viewer/2022060121/559377e41a28ab53668b46ff/html5/thumbnails/11.jpg)
Your brand is not your logo
![Page 12: Forster Acevo Pres 28 Nov 08](https://reader033.fdocuments.us/reader033/viewer/2022060121/559377e41a28ab53668b46ff/html5/thumbnails/12.jpg)
Identify the issueIlluminate the idea
Influence the impact
![Page 13: Forster Acevo Pres 28 Nov 08](https://reader033.fdocuments.us/reader033/viewer/2022060121/559377e41a28ab53668b46ff/html5/thumbnails/13.jpg)
Macmillan
![Page 14: Forster Acevo Pres 28 Nov 08](https://reader033.fdocuments.us/reader033/viewer/2022060121/559377e41a28ab53668b46ff/html5/thumbnails/14.jpg)
The Royal Parks
![Page 15: Forster Acevo Pres 28 Nov 08](https://reader033.fdocuments.us/reader033/viewer/2022060121/559377e41a28ab53668b46ff/html5/thumbnails/15.jpg)
Samaritans
![Page 16: Forster Acevo Pres 28 Nov 08](https://reader033.fdocuments.us/reader033/viewer/2022060121/559377e41a28ab53668b46ff/html5/thumbnails/16.jpg)
More than a logo
![Page 17: Forster Acevo Pres 28 Nov 08](https://reader033.fdocuments.us/reader033/viewer/2022060121/559377e41a28ab53668b46ff/html5/thumbnails/17.jpg)
Promise
Consistency
Culture
Creativity
Collaboration
Clarity
Credibility
Context
Cause