09NTC: Your Website as an Experience of Your Brand (PETA)


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Case Study: PETA

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09NTC: Your Website as an Experience of Your Brand (PETA)

  1. 1. Your Website as an Experience of your Brand PETA’s Web (in)sights Allan Hulse - PETA Europe
  2. 2. 1 What is Brand PETA? How do we control it? How do we bring the offline, online?
  3. 3. PETA’s Positioning Statement……. We don’t really have one…….
  4. 4. PETA’s Visual and Communications Style……. We don’t have a strict document that all follow - we have things that we never do - but we need to remain adaptable
  5. 5. How do we protect our brand? To be honest, we are not that protective – of course if someone attacks our brand we defend it but when it comes to letting people use our brand for their purposes we generally allow them – as long as it fits in with our mission statement.
  6. 6. PETA’s Mission Statement Animals are not ours to eat, Animals are not ours to wear, Animals are not ours to experiment on, Animals are not ours to use for entertainment, Animals are not ours to abuse in anyway.
  7. 7. People for the Ethical Treatment of Animals (PETA), with more than 2 million members and supporters, is the largest animal rights organization in the world. PETA focuses its attention on the four areas in which the largest numbers of animals suffer for the longest periods of time: on factory farms, in laboratories, in the clothing trade, and in the entertainment industry. We also work on a variety of other issues, including the cruel killing beavers, birds and other “pests,” and the abuse of backyard dogs.
  8. 8. PETA works through public education, cruelty investigations, research, animal rescue, legislation, special events, celebrity involvement, and protest campaigns.
  9. 10. 2 Website brand is about Quality Brand Associations
  10. 11. <ul><li>Trustworthy </li></ul><ul><li>Relevant </li></ul><ul><li>Unique </li></ul><ul><li>Stands for something important to me </li></ul><ul><li>Feels just right to me </li></ul><ul><li>Appealing </li></ul><ul><li>Likeable </li></ul><ul><li>Admirable </li></ul><ul><li>Innovative </li></ul><ul><li>Service orientated </li></ul>
  11. 12. 1 Trustworthy ‘ Brand is what people say about you….. when you’ve left the room’
  12. 16. 2 Innovative Use what you already have New Technologies
  13. 20. 3 Relevant Adapt to your audience Update regularly
  14. 25. I poured through the PETA web site, looking for a reason to slam and permanently disassociate myself from their ideals. After all, I like meat (animal products in general). Who in their right mind didn’t, right? Unfortunately, I couldn’t find a single point made by PETA that I didn’t agree with. I was angry and decided that the one thing I could hold on to was the fact that my birthday was coming up and chocolate cake had been on the menu for twenty years; they couldn’t possibly have this covered as well. Oops! They did! Chocolate cake made with love by Reannon and Jay. So I decided to reread the entire web site with new eyes. I even cried at some points, wishing I just didn’t know. The thing is, I do know now. My grandfather had always told me that, you must become responsible for the knowledge that is given to you, or you’ll break the oath of integrity within.