1. Positioning &Communication 1

2. The Schurgott-Berzina-PwC-Peter Ivett-Branding & Positioning Process 2

3. Step 1: Key Communication ObjectiveWhat do we aim to achieve throughthis communication? 3

4. Communication Objective

5. Step 2: Opportunity / ProblemWhat is the opportunity orproblem that AIESECaddresses in Australia? 5

6. Communication Objective Opportunity / Problem

7. Step 3: Key BenefitWhat is the one keybenefit/attribute of AIESEC? 7

8. Communication Objective Opportunity / Problem Key Benefit / Attribute

9. Step 4: Brand FoundationWhat are the mainbenefits/attributes/conceptsthat we associate withAIESEC? 9

10. Communication Objective Opportunity / Problem Key Benefit / Attribute Brand FoundationMemberSurvey

11. Step 5: One Line DescriptionHow do I capture whatAIESEC is in one sentence? 11

12. Communication Objective Opportunity / Problem Key Benefit / Attribute Brand Foundation One line descriptionMemberSurvey

13. Step 6: Communication MessagesWhat messages do I communicate toour different stakeholders?What opportunity is there for AIESEC,what role do we play in addressing it,and what does this mean for ourstakeholders. 13

14. Communication Objective Opportunity / Problem Key Benefit / Attribute Brand Foundation Values & One line description BrandMember FoundationSurvey Matrix Communication Messages Positioning Company SN Member Spectrum Opportunity Role Benefit

15. Values & Brand Foundation MatrixValues Brand FoundationActivatingLeadershipStriving forExcellenceEnriching ourLearningEnjoyingParticipationFulfilling ourResponsibilityLiving Diversity

16. Positioning Spectrum Tangible Intangible Disney 3M Experience Purpose Persona- ...You offer lising Why you do it Processes Product / Who you are Services The way you do things Structure What you doHow you are organised

17. Step 7: SloganI sure do need a catchyphrase 17

18. Communication Objective Opportunity / Problem Key Benefit / Attribute Brand Foundation Values & One line description BrandMember FoundationSurvey Matrix Communication Messages Positioning Company SN Member Spectrum Slogan

19. Step 8: Visual RepresentationsNow, how am I going tovisually represent AIESEC toour stakeholders 19

20. Communication Objective Opportunity / Problem Key Benefit / Attribute Brand Foundation Values & One line description BrandMember FoundationSurvey Matrix Communication Messages Positioning Company SN Member Spectrum Slogan Visual Representations

21. Enough theory already, wheres the output Shurgs... 21

22. Communication Objective To engage awareness inAIESEC (what AIESEC does and why AIESEC exists).

23. Opportunity / Probleman opportunity to develop proactive leaders with a vision for Australian Society within the global community

24. Key Benefit / Attribute

25. Brand FoundationMemberSurvey

26. One line description

27. Values & BrandMember FoundationSurvey Matrix Communication Messages Positioning Company SN Member Spectrum Opportunity Role Benefit

28. Values & Brand Foundation MatrixValues Brand Foundation Global Youth LeadershipActivating - people understand global - passion, excitement, - challenging paradigms and theLeadership issues and are willing to enthusiasm, innovation, way it is address them (locally or creativity - challenging yourself, the wayStriving for globally) - desire to do something now you act and look at thingsExcellence - seeking a positive change - proactive - action based if not now, globally - want to make a change whenEnriching our - no borders / breaking borders - see everyone as equal, facing - individual responsibility if notLearning - gloablly diverse organisation equal challenges you, who - people with global experience - want to do the work to make it - proactive, positive, innovativeEnjoying - social networks and friends all happen - @2005 characteristicsParticipation over the world - seeking (life) experiences - values based leadership - working together across the - future focussed but action now - leading by exampleFulfilling our world to address global issues - dont see the walls / limits - developing other leadersResponsibility the world is our platform - positive / optimistic - leading now and in the future - self belief, nothing will stop us - start with ourselves, be theLiving Diversity - opportunities change - challenging - focussed on future / vision of - always youthful / eternally the future young - strong belief and determination

29. 0 5 10 15 20 25 30 35 40 Global Network Professional/ Personal CulturalUnderstanding// Change//Changing Lives// Making a Difference// Proactive Learning// Active Learning Interaction// Social Teamwork Member Survey ChallengeFuture Mindsets World

30. Positioning Spectrum Tangible Intangible Experience Purpose Persona- Learning lising Purpose / Role Processes Product / The types of people developed Services Quality / Learning Processes Structure Exchange ProgramGlobal Network

31. OPPORTUNITY We believe there is an opportunity to develop proactive leaders with a visionfor Australian society within the global community. 31

32. ROLEThrough providing young peoplewith learning experiences around an international exchange we develop socially responsible leaders with global perspectiveand the ability to create change. 32

33. BENEFITSo stakeholder, whatdoes it mean for you... 33

34. Company (TN) For you this means the ability to ADD VALUE to your organisationthrough ACCESS to these kinds of YOUNG LEADERS 34

35. Member & SN For you this means theOPPORTUNITY to BECOME one of these YOUNG LEADERS 35

36. Hi how are you. Whats AIESEC? Well, AIESEC is theLeading Global Organisation for Youth LeadershipDevelopment.We believe there is an opportunity to develop proactiveleaders with a vision for Australian society within the globalcommunity.Through providing young people with learning experiencesaround an international exchange, we develop sociallyresponsible leaders with global perspective and an ability tocreate change.What do you do - ah, youre a CEO, well for you this meansthat you have the ability to add value to your organisationthrough access to these kinds of young leaders. 36

37. Slogan Slogan Stakeholder Company Member SNGlobal Youth Global LeadershipTodays youth TomorrowsleadersDeveloping tomorrows globalleaders todayAIESEC developing the leadersthe world wants to seeBe the leader you want to see in theworld

38. AND THE WINNER IS...Developing tomorrows global leaders today

39. Visual RepresentationsWhy the colours Guntra?

40. Visual Representations