AIESEC Brand Experience
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AIESEC Brand Experience

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AIESEC Brand Experience AIESEC Brand Experience Presentation Transcript

  • Brand Experience
  • Agenda
    1.0 History of the AIESEC Brand
    1.1 What is a brand?
    1.2 Why do we have a global brand?
    1.3 Brand Promise vs. Brand Experience: an evolution
    2.0 The Brand Experience
    2.1 An overview
    2.2 Our competitors
    2.3 Our target audiences
    2.4 Physical manifestations
    2.5 Benefits
    2.6 Differentiator
    2.7 Essence
    3.0 Filter tool – how to use the Brand Experience in practice
    3.1 Assessing your results
  • 1.0 History of the AIESEC Brand
  • What is a brand?
    1.0 History of the AIESEC Brand
    • A brand is more than just a logo, slogan or a colour scheme; it is the image and reputation that we want others to associate with ourorganization.
    • A brand is the image and reputation that we want others to associate with our organization.
    • A brand is also a description of theorganization that we want to be.
    • A brand is an expression of your actions and what you do every day.
  • What is a brand?
    1.0 History of the AIESEC Brand
    • Our global brand is represented through our living The AIESEC Way.
    • Our “Brand Experience” is the experience wewant ourstakeholders (members, supporters and enablers) to live when they interact with AIESEC.
    • The closer we can make thisexperience to the entirety of our Brand Experience the more we are strengthening our global brand every day.
  • Why do we have a global brand?
    1.0 History of the AIESEC Brand
    to be more consistent and credible
    to attract more stakeholders and give AIESEC aclear competitive advantage
    to attract the right stakeholders and to set the right expectations
    to align the organizationto globally leverage the AIESEC Experience
  • Brand Promise vs. Brand Experience: an evolution
    1.0 History of the AIESEC Brand
    Brand Promise (2004)
    • difficult to apply to products
    • quite internally focused
    • not providing reasons for partners to engage with AIESEC rather than our competition
    • made up of words that we felt best described AIESEC
    • no clear plan on how to use it in practice
  • Brand Promise vs. Brand Experience: an evolution
    1.0 History of the AIESEC Brand
    Brand Experience (2007)
    • a tool used to filter everything we do to understand its alignment to our brand, which in the endsupports in its strengthening
    • first considers the outside environment and looksinward
    • reflects how our stakeholders actually experience our brand when they interact with AIESEC
    • reflects how we do thingsdifferently than our competitors
  • 2.0 Brand Experience
  • Brand Experience
    1.0 History of the AIESEC Brand
  • Brand Experience - overview
    2.0 Brand Experience
    Brand Experience
    A simple way to understandhow our target audiences (members,supporters and enablers)experience (orinteract with) the AIESEC brand.
    The interactions and touch points they have with AIESEC will shape the impression of whatAIESEC is to them, and by being conscious of this we can manage the kind of experience we would like our target audiences tohave with AIESEC.
  • Brand Experience - overview
    2.0 Brand Experience
    Elements
    • Our competitors
    (organizations offering similar products to our target audiences)
    • Target audiences
    (our potential members, enablers and supporters)
    • Physical manifestations
    (the first interaction point to AIESEC for our target audiences)
    • Benefits
    (what our target audiences get out of engaging with AIESEC)
    • Our Values
    (reflective of The AIESEC Way)
    • Discriminator
    (what distinguishes us from our competitors)
    • Essence
    (what we do in AIESEC, what we are about)
  • Competitors
  • Our Competitors
    2.0 Brand Experience
    Our competitors are other organizations that offer similar experiences to our target audiences as we do.
    These include organizations offering:
    • Work abroad opportunities
    • Volunteer abroad opportunities
    • Cultural experiences
    • Skills development
    • Networks
  • Target audience
  • Our target audiences
    2.0 Brand Experience
    Our target audiences can be divided into three distinct groups of people:
    • Members
    • Enablers
    (TN takers, mentors and learning/content partners)
    • Supporters
    (financial and in-kind partners, Board of Advisors)
  • Our target audiences - Members
    2.0 Brand Experience
    Characteristics for potential members:
    • Young people – recent graduates and students
    • Youth interested in world issues
    • Those who enjoy challenges
    • Open minded active learners
    • Those with an interest in leadership development
    • Passionate and determined
    • Those looking for learning and development opportunities
  • Our target audiences - Enablers
    2.0 Brand Experience
    Characteristics for potential enablers:
    • TN takers
    o Companies expanding to other countries
    o Companies that needs and employees with specific characteristics
    o Companies with strong CSR or a willingness to start
    o Issues focused; market leaders
    • Learning/content partners
    o Organizations working with issues relevant in society
    o Global organizations (with global reach)
    o Research-based organizations
    o Individuals with specific skills/knowledge/experience in a particular field
  • Our target audiences - Enablers
    2.0 Brand Experience
    Characteristics for potential enablers:
    • Mentors
    o HR companies/specialists
    o University professors
    o Alumni
    o Industry specialists
  • Our target audiences - Supporters
    2.0 Brand Experience
    Characteristics for potential supporters:
    • Sponsors, financial and in-kind
    o Organizations working on similar issues relevant in society
    o Companies/organizations that are working with youth
    o Organizations with the same end benefit
    • Board of advisors
    o Industry specialists
    o Alumni
    o High profile people
  • Physical manifestation
  • Physical manifestations
    2.0 Brand Experience
    Physical manifestations
    • includes all the external touch points (or interaction points) our target audiences have with AIESEC
    • marketing materials
    • visual branding guidelines (including our logo), but also extends to much more than this
    The first interaction point that our target audiences have with AIESEC including everything from physical meetings to our website, conferences, even our Code of Ethics, all shape the way our target audiences will understand AIESEC.
  • Benefits
  • Benefits
    2.0 Brand Experience
    Benefits are what our target audiences (or stakeholders) get out of engaging with AIESEC.
    These are the benefits that our target audiences experience when they interact with AIESEC:
    • Societal impact
    • Personal and professional development
    • International experience
    • Global network
  • Benefits – Societal impact
    2.0 Brand Experience
  • Benefits – Personal and professional development
    2.0 Brand Experience
  • Benefits – Global network
    2.0 Brand Experience
  • Benefits – International experience
    2.0 Brand Experience
  • Values
  • Values
    2.0 Brand Experience
    • an important part of the Brand Experience
    • our values dictate how we should act according to our value system for the organization
    • our values also represent what our target audiences experience and live when they interact with AIESEC
    • Acting sustainably
    • Demonstrating integrity
    • Activating leadership
    • Enjoying participation
    • Living diversity
    • Striving for excellence
  • Differentiator
  • Differentiator
    2.0 Brand Experience
    Differentiator
    • what makes us unique
    • what sets us apart from the competition
    • point—how we do what we do differently than our competitors
  • Differentiator
    2.0 Brand Experience
    Three concrete things that combined set AIESEC apart include:
    • Youth driven – the concept that AIESEC is run by youth for youth
    • Integrated experience – the AIESEC experience comprised of leadership opportunities, an international exchange and a global learning environment
    • Impact/activating positive leadership – making a positive impact on society
    = Youth drivenimpactfulexperience
  • Differentiator
    2.0 Brand Experience
    Youth driven
    - emphasizes energy, passion, emotion, and leadership or leading, essentially what AIESEC is about, also reinforces the fact that we are youth run.
    Impactful
    - experience that our stakeholders have when they engage with AIESEC, and the positive impact it can have on them and/or on society.
    Experience
    • experience draws together all aspects of the AIESEC experience
    • leadership opportunities
    • international exchange
    • global learning environment
  • Essence
  • Essence
    2.0 Brand Experience
    Essence
    • explains what we do as an organization.
    • may not be different to our competitors, but it is the centre of our actions.
    AIESEC is about providing the platform and necessary tools for youth to develop themselves, so that they can have a positive impact on their environments.
  • Essence
    2.0 Brand Experience
    2.0 Brand Experience
    Essence
    2.0 Brand Experience
    Essence
    2.0 Brand Experience
    The essence of activating leadership can be captured in three simple elements:
    • AIESEC is the platform - individuals drive their own experience
    • We help individuals to both develop and discover their potential
    • Our ambition is to develop people that will have a positive impact
    on society
  • 3.0 Filter tool
  • Filter tool
    3.0 Filter tool
    - a simple set of questions that you can apply to any product or message
    to check if it is aligned to the Brand Experience or not
    - tool to help you to indicate what areas need to be improved in order for
    your product/messaging to be strengthening our brand
    - to use this tool, you will need to have your product in question with
    you. Go through the series of questions below and answer them using
    a “traffic light” system:
    - green if the answer if completely true
    - red if it is completely untrue
    - yellow if it is somewhere in the middle
  • Filter tool - questions
    3.0 Filter tool
    1. Is it true to the essence (activating leadership)?
    2. Is it true to our differentiator (youth driven impactful
    experience) and thus different to those offered by our
    competitors?
    3. Is it consistent with or not contradicting any of our values?
    4. Is it reflecting the integrated development experience in The
    AIESEC Way (exchange, leadership, global learning
    environment) and our current organizational strategy?
    5. Is it reflecting at least two primary benefits?
    6. Is it adhering to the visual guidelines?
  • Assessing the results
    3.0 Filter tool
    The result of filtering is an indicator of how closely your assessment reflects the Brand Experience
    • Green - a very good representation of the Brand Experience and will help to strengthen our global brand
    • Yellow- some parts of the product need to be worked on a bit more, use the filter tool to help you identify what areas exactly need a bit of work in order to be more reflective of our ideal Brand Experience
    - Red- consider how much this product is reflecting our Brand Experience, consider the need of this product in your LC or MC and work out a plan to ensure the product will be redefined in the future