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Positioning  -Slogan Development & Brand Visualization for a Club
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Positioning -Slogan Development & Brand Visualization for a Club

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This document has been developed for the repositioning of a social club in Nigeria. ...

This document has been developed for the repositioning of a social club in Nigeria.

Change is the only constant factor in life. The socio-cultural, political and economic contexts within which Ivory League of Progress was established over 2 decades ago have changed.

The Club has entered a stage in its lifecycle, where decline has to be arrested and a new lease of life injected -call it Rebirth, Rebranding, Repositioning, Rejuvenation, etc. There is a need to inject life into the club and make it more vibrant

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Positioning  -Slogan Development & Brand Visualization for a Club Positioning -Slogan Development & Brand Visualization for a Club Presentation Transcript

  • Ivory League of Progress: a Roadmap to a new Brand a presentation by Dele Ogundahunsi (arpa) March , 2014
  • Why Rebrand? Change is the only constant factor in life. The socio- cultural, political and economic contexts within which Ivory League of Progress was established over 2 decades ago have changed. The Club has entered a stage in its lifecycle, where decline has to be arrested and a new lease of life injected -call it Rebirth, Rebranding, Repositioning, Rejuvenation, etc There is a need to inject life into the club and make it more vibrant
  • 2. Positioning What does the club mean to members & non-members: In other words, what position should the ILP brand occupy in people’s minds? When you mention Ivory League of Progress, what thoughts and feelings should the brand conjure? Note: The club’s positioning should also be reflected in its motto. There is a need for a club motto 1. Vision & Mission Current Vision Statement: To promote the material and spiritual well-being of members and impact positively on the Society Note: the above is more of a mission statement. Our vision statement should say what we want to be in the next 5 or 10 years? Need to adopt present vision as mission statement and thereafter develop a a new vision statement re-craft vision and decide on mission. 3. Logo Need to develop new logo: Present logo is moribund and a new logo is desirable Note: 1.) Present logo appears flat and not trendy/contemporary 2.) The fact that membership must be drawn from the ivory tower does not dictate that ivory should be included in logo 3.) According to observations, present logo appears cultic or tribal. 3 The ILP Brand: Where are we now?
  • 4 The New ILP Brand Proposal: Where we should be ILP’s Mission Statement Option 1: To promote the material and spiritual well-being of members and impact positively on the Society Option 2: Ivory League of Progress encourages positive values, leadership and social good through friendship and community service. ILP’s Vision Option 1: To become a sought after club for positive family values and a better society, in the next 5 years. Option 2:To nurture capable leaders, families and people for humanity. ILP’s Positioning Statement Option 1: ILP is the social club of intellectuals with the purpose of developing individual and collective potentials for a better society. Option 2: ILP is the gathering of like-minded and enlightened people for material and spiritual development.
  • VALUES A belief system; a way of working and communicating 5 The New ILP Brand Onion –an identity construct PERSONALITY Informs all communications & public perception VISI0N A snapshot of the future POSITIONING A summary of the brand in relation to competition in the public mind Positioning: ILP is the social club of intellectuals with the purpose of developing individual and collective potentials. Values: Progress, Integrity & Friendship Vision: To nurture capable leaders and families for Nigeria and humanity. Personality: Reliable, Friendly & Positive TAGLINE/MOTTO/SLOGAN/PAY-OFF: OPTION 1: Progress for one, progress for all OPTION 3: ….friendship, integrity and care
  • 6 The New ILP Logo –OPTION 1 Colour Scheme: -Black: Power, Sophistication & Elegance -Green: Health, Good Luck, Renewal, Generosity, Life & Fertility -White: Purity, Birth, Simplicity, Clea nliness, Peace & precision Font: Hustle Extended Narrow Passage Between I & O: Signifies openness & access, though ILP is only accessible to some distinguished few, hence the narrow passage Link Between O & R: Friendship & Teamwork Arrows: Upwardly mobile; progress & development
  • The New ILP Logo –OPTION 2
  • The Journey of a Million Miles begins with a single step 8 Thank You