one brand one identity
TRANSCRIPT
One Brand One Identity
By : Karina Ananta
MCVP Marketing 15/16
AIESEC in Indonesia
Introduce your facis!
Objective
Co-creation brand audit of AIESEC in Indonesia
Integrated virtual customer experience project
Let’s talk about BRAND
What is BRAND?
“what people say about you when you are not in the room”
Jeff Bazos – CEO Amazon
“A brand is a person’s gut feeling about a product, service, or company” - Marty Nuemeier, The Brand Gap -
Why BRAND?
Navigation
Reassurance
Engagement
Navigation = Brands help consumers choose Reassurance = Brands communicate the intrinsic quality of the product or service and reassure customers that they have made the right choice. Engagement = Brands use distinctive imagery, language, and associations to encourage customers to identify with the brand.
What is AIESEC’s BRAND?
The way we make decisions. How we deliver our
operations. Micro-experiences
management.
Answers the question: “Why would I join AIESEC?”
(benefits and external value).
Who is our target. What we do.
Differentiator.
Brand positioning BRAND EXPERIENCE Brand promise
Brand Strategy Brand operations
What is AIESEC’s BRAND?
Brand positioning What is AIESEC?
The Global Youth Network Impacting the World
Through Leadership Development Experiences.
Brand promise Brand attributes:
Daring.
Diverse.
Inclusive.
Dynamic.
impactful.
Brand manifestations:
Responsible leadership.
Global.
Collaborative and democratic.
For youth by youth.
Social entrepreneurship.
*brand characteristics that
influence how we communicate
externally.
*desired external reputation based on the
attributes that define us as an organization.
How BRAND happening?
Brand happens because people story. Conversation is out there. What they say about our brand, IT'S OUR BRAND Every customer has a story to tell Every story builds our brand
The value of Experience
Brand as a VERB
in today’s attention economy, consumers have come to care less about what brands are saying and more about what they’re doing. Which is why we see brands today as more a function of how they act ... how
they engage with and around consumers ... as verbs.
in a world of brands as verbs, what you do in
REAL LIFE is critical to having a
REAL IMPACT
Our commitment to make AIESEC in Indonesia have one BRAND so we can be as
ONE
Our commitment to make AIESEC in Indonesia have one BRAND so we can being
perceived as ONE AIESEC INDONESIA
How we will gonna measure this?
The tools to measure how BRAND is happening in each entity of AIESEC Indonesia
AIESEC is About People, and every person has a story
In order to give people
The best brand experience
In order to give people
The best brand experience
We need your commitment in this
The tools to measure how BRAND is happening in each entity of AIESEC Indonesia
How is it going to happen?
The tools to measure how BRAND is happening in each entity of AIESEC Indonesia
We will do it in every month, simply just upload the requirements in PODIO
The tools to measure how BRAND is happening in each entity of AIESEC Indonesia
My EST will give review in each month about the healthiness of the brand in
your entity
The tools to measure how BRAND is happening in each entity of AIESEC Indonesia
What are the requirements?
The requirements
Standard requirements :
- Digital Promotional Tools
- Physical Promotional Tools
- Brand Awareness Survey in each month
The requirements
The scoring will be based on :
The healthiness report of your digital marketing
The score of brand survey in each month
The basic score about your promotional tools
The requirements
The scoring will be based on :
The healthiness report of your digital marketing
The score of brand survey in each month
The basic score about your promotional tools
What will be the basic standard?
Co-creation standard in
promotional tools Let’s make standardization about
our promotional tools!!
Consider all kind of promotional tools :
POSTERS and VIDEO
Presentation
Let’s wrap it up!
Integrated virtual
Customer XP
We want to integrate our
channels
Why we want to integrate it?
Because we want to be
What are the channels?
What are the channels?
Integration Planning