12 cpwf brand strategy


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12 cpwf brand strategy

  1. 1. CPWF Branding and Identity Strategy g y gyMichael Victor, Communication Coordinator, CPWF  and Keens,  Basin Leaders Meeting with the Knowledge  Management team, Vientiane, 22. Jan. 2011
  2. 2. CPWF Brand Strategy20 January 2011
  3. 3. Contents01 Research Component02 Findings & Analysis03 Strategic Platform
  4. 4. Research Component
  5. 5. This presentation is a culmination of two-stage researchexercise, comprising a photo-ethnography and an online survey,carried out b K i d t by Keen and th Ch ll d the Challenge P Program on W t and Water dFood’s Knowledge Management team to support the refinementof the Program’s communications strategy, visual identity andcommunications guidelines guidelines.Keen communication strategists carried out an analysis,drawing from the research data looking for key points, trends inthe data, and relationships in the data within and between thevarious studies and various groups of research subjects.
  6. 6. Findings & Analysis
  7. 7. What the Program is: gA People-Centric Endeavour
  8. 8. *See Notes
  9. 9. Comments from the photo-ethnography onthe people centric approach of the Program people-centric“People are central to what we are trying to accomplish through Peoplethe CPWF’’ “(The Program) has to contribute to the providing of safe solutions, targeting on the most vulnerable stakeholders’’ “To keep clearly a focus on the young generations’’ To generations
  10. 10. The Program’s Greatest Impact: At the Basin Level
  11. 11. Comments from the online survey on theimportance of basin le el acti ities basin-level activities“The specifics of each basin ensure that this is ‘unit’ where The unitimpact can best be achieved’’ “Although a basin-level approach is ambitious, it is the scale at which we can best work with people to solve p p p problems’’
  12. 12. Where the Program has struggled: Global Level
  13. 13. Comments from the online survey on thelimited global impact of the Program “Uneven global recognition’’ “Pretty much invisible with a few exceptions’’ “Limited capacities’’ “Many donors see us differently than some other more ‘institutional’ players’’
  14. 14. Comments from online survey on the problemsfacing the Program’s communications Program s “Huge, wide-ranging and g , g g complex issues’’ “Multiple actors and stakeholders and audiences’’ “Lack of strategic and g systematic sharing’’ “Too technical documents not Too readable by policymakers and the general public’’
  15. 15. Strategic PlatformThe Strategic Platform envisions the way forward for theProgram brand specifying the creation of guidelines for aconsistent identity within the larger framework of other CGresearch programs and institutes
  16. 16. A People-Centric Endeavour Despite its scientific-oriented core, the CPWF is a people- oriented program with the greatest impact in the communities that it works for and with Rather than with. projecting the identity of an analytic and dispassionate scientific endeavor, the Program needs to adapt communications guidelines to showcase an image as a provider of sustainable solutions to address the challenging concerns of vulnerable communities and ecosystems through partnerships with various vital stakeholders. Thus the communications and visual strategy can p y a gy play strong emphasis on people-centric photography in the design guidelines, or a more ‘humanistic’ visual tone through color, typography and graphics, etc.
  17. 17. A Connector The Program’s current and continued success lies in its ability to forge successful partnerships with a vast and complex network of players working in water and food systems. The communications and identity guidelines should highlight this notion of building bridges and enhancing connectivity.
  18. 18. Distinct Basin Identities With a distinct geographic and cultural location, each basin should embrace a distinct identity under the overall aegis of the Program. A distinct identity should: i) Embody the geographic and/or cultural character of each basin hil b i while cutting across national/ethnic/sub-regional tti ti l/ th i / b i l boundaries within them. ii) Take the form of a specific graphic/symbol/figure unique to each destination; alternative visual systems (color, etc.) may be explored if needed. The CPWF will conduct a brainstorming session with basin g representatives and the results of this will be shared with Keen to support their development of a system for the basins.
  19. 19. *Notes Resilience and adaptability to assist communities to adapt, transform or persist within a changing environment Improving how water is governed and managed more efficiently, equitably and sustainably