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Paul Mlodzik, ABC, MCVice PresidentMarketing and AgencyThe Co-operators

Less Sizzle, More SteakLess Sizzle, More Steak::Making your brand work for employees.Making your brand work for employees.

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AgendaAgenda

Overview of Branding

Definition, Key Concepts, etc.

Case Study: Defining Brand Attributes

The Co-operators "Heritage" brand campaign

Making the Brand Real for Employees

Executing an "Internal Branding" Strategy

How to integrate internal and external focus

Tips & Traps

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What Is A Brand?What Is A Brand?

A brand is made up of the tangible and intangible associations consumers form about a company and its products/services.

Brand has its own unique elements: Visual (logos, ads, offices) Emotional (feelings from advertising or direct experiences) Cultural (“how we do things around here”)

The brand is the experience that is delivered to clients every day.

PM COMMUNICATIONS © 2005

Paul Mlodzik, ABC, MCpaul_mlodzik@cooperators.ca

Less Sizzle, More SteakLess Sizzle, More Steak::Making your brand work for employees.Making your brand work for employees.

PM COMMUNICATIONS © 2005

Questions?