internal brand engagement. brand breakfast 28 january 2015
TRANSCRIPT
![Page 1: Internal brand engagement. Brand Breakfast 28 January 2015](https://reader030.vdocuments.site/reader030/viewer/2022032616/55a516021a28abd77f8b45f2/html5/thumbnails/1.jpg)
Our Panda People
January 2014 Brand Breakfast
Georgie Bridge Director of Brand Expression WWF-UK [email protected]
© M
iche
l Rog
go /
WW
F
![Page 2: Internal brand engagement. Brand Breakfast 28 January 2015](https://reader030.vdocuments.site/reader030/viewer/2022032616/55a516021a28abd77f8b45f2/html5/thumbnails/2.jpg)
© N
atur
epl.c
om/J
uan
Car
los
Mun
oz/W
WF
![Page 3: Internal brand engagement. Brand Breakfast 28 January 2015](https://reader030.vdocuments.site/reader030/viewer/2022032616/55a516021a28abd77f8b45f2/html5/thumbnails/3.jpg)
Shorter title Secondary information can go here XX-XX Month, Year
• Additional information can run • Underneath if necessary
Why . . . • Research
• Internal culture
• External factors
• Strategy and ambitions
• LPC, changing landscape
![Page 4: Internal brand engagement. Brand Breakfast 28 January 2015](https://reader030.vdocuments.site/reader030/viewer/2022032616/55a516021a28abd77f8b45f2/html5/thumbnails/4.jpg)
© R
icha
rd S
tone
hous
e/ W
WF-
UK
![Page 5: Internal brand engagement. Brand Breakfast 28 January 2015](https://reader030.vdocuments.site/reader030/viewer/2022032616/55a516021a28abd77f8b45f2/html5/thumbnails/5.jpg)
Shorter title Secondary information can go here XX-XX Month, Year
• Additional information can run • Underneath if necessary
What . . . • Brief
• Partners
• Our team
• Unique approach
• Methods
![Page 6: Internal brand engagement. Brand Breakfast 28 January 2015](https://reader030.vdocuments.site/reader030/viewer/2022032616/55a516021a28abd77f8b45f2/html5/thumbnails/6.jpg)
Large Picture
Placeholder
What’s a brand idea The brief: to develop a ‘brand idea’ for WWF-UK
© N
atur
epl.c
om/A
nup
Sha
h/W
WF
![Page 7: Internal brand engagement. Brand Breakfast 28 January 2015](https://reader030.vdocuments.site/reader030/viewer/2022032616/55a516021a28abd77f8b45f2/html5/thumbnails/7.jpg)
Buying into clarity and simplicity
WWF
Complexity is hard workClarity is powerfulIf you are clear about what you stand for, you stand out
![Page 8: Internal brand engagement. Brand Breakfast 28 January 2015](https://reader030.vdocuments.site/reader030/viewer/2022032616/55a516021a28abd77f8b45f2/html5/thumbnails/8.jpg)
CLEARINSPIRED INVOLVED
Our audience should be
Our tone of voice has begun to reflect this
WWF
![Page 9: Internal brand engagement. Brand Breakfast 28 January 2015](https://reader030.vdocuments.site/reader030/viewer/2022032616/55a516021a28abd77f8b45f2/html5/thumbnails/9.jpg)
Shorter title Secondary information can go here XX-XX Month, Year
• Additional information can run • Underneath if necessary
Approach . . . • Matrix approach and structure • Think big, be tenacious and seek the truth • Proper collaboration, co-create, consult • Distil, keep asking questions, keep proving • Be ready for the long game, keep sharing successes
![Page 10: Internal brand engagement. Brand Breakfast 28 January 2015](https://reader030.vdocuments.site/reader030/viewer/2022032616/55a516021a28abd77f8b45f2/html5/thumbnails/10.jpg)
Shorter title Secondary information can go here XX-XX Month, Year
• Additional information can run • Underneath if necessary
Methods . . . • Workshop, interviews, homework, involvement • People stories
• Engagement and feedback
• Approval
• Tangible
![Page 11: Internal brand engagement. Brand Breakfast 28 January 2015](https://reader030.vdocuments.site/reader030/viewer/2022032616/55a516021a28abd77f8b45f2/html5/thumbnails/11.jpg)
Bedding in ©
Nat
urep
l.com
/And
y R
ouse
/WW
F
![Page 12: Internal brand engagement. Brand Breakfast 28 January 2015](https://reader030.vdocuments.site/reader030/viewer/2022032616/55a516021a28abd77f8b45f2/html5/thumbnails/12.jpg)
Shorter title Secondary information can go here XX-XX Month, Year
• Additional information can run • Underneath if necessary
Anchors: clear, inspired, involved • Brand champions, inductions, success factors
• Strategic communications
• Campaign targets
• Staff and family events
• Team Panda, Panda’s People Awards
![Page 13: Internal brand engagement. Brand Breakfast 28 January 2015](https://reader030.vdocuments.site/reader030/viewer/2022032616/55a516021a28abd77f8b45f2/html5/thumbnails/13.jpg)
04
CELEBRATECHRISTMAS WITH APENGUINWWF.ORG.UK/PENGUINADOPT A PENGUIN WITH WWF ANDHELP PROTECT OUR AMAZING PLANET
![Page 14: Internal brand engagement. Brand Breakfast 28 January 2015](https://reader030.vdocuments.site/reader030/viewer/2022032616/55a516021a28abd77f8b45f2/html5/thumbnails/14.jpg)
© T
rista
n Fe
win
gs/W
WF-
UK
![Page 15: Internal brand engagement. Brand Breakfast 28 January 2015](https://reader030.vdocuments.site/reader030/viewer/2022032616/55a516021a28abd77f8b45f2/html5/thumbnails/15.jpg)
![Page 16: Internal brand engagement. Brand Breakfast 28 January 2015](https://reader030.vdocuments.site/reader030/viewer/2022032616/55a516021a28abd77f8b45f2/html5/thumbnails/16.jpg)
Shorter title Secondary information can go here XX-XX Month, Year
• Additional information can run• Underneath if necessary
Top tips • Build on your foundations, culture, truth and passion
• Embed brand in all strategic communications
• Use your external activities, keep proving
• Be brave, think big, keep going
• Be rigorous, track involvement
![Page 17: Internal brand engagement. Brand Breakfast 28 January 2015](https://reader030.vdocuments.site/reader030/viewer/2022032616/55a516021a28abd77f8b45f2/html5/thumbnails/17.jpg)
![Page 18: Internal brand engagement. Brand Breakfast 28 January 2015](https://reader030.vdocuments.site/reader030/viewer/2022032616/55a516021a28abd77f8b45f2/html5/thumbnails/18.jpg)
![Page 19: Internal brand engagement. Brand Breakfast 28 January 2015](https://reader030.vdocuments.site/reader030/viewer/2022032616/55a516021a28abd77f8b45f2/html5/thumbnails/19.jpg)