12. Top ten global brands Source: Interbrand The Top 100 Best Global Brands
13. Top ten nonprofit brands Source: Cone The Cone Nonprofit Power Brand 100 Familiarity and personal relevance, media coverage, percent of revenue from direct public support
16. The First Law of Branding The Law of Expansion: The power of a brand is inversely proportional to its scope Source: Ries and Ries, The 22 Immutable Laws of Branding
27. The 20th Law The Law of Change: Brands can be changed, but only infrequently and only very carefully.
28.
29. The 22d Law of Branding The Law of Singularity: The most important aspect of a brand is its single-mindedness
30.
31. The Bemporad-Baranowski Law of Consistency A brand cannot get into the mind of its audience unless it is communicated clearly and consistently over time.
66. Play IFAW's Roar! Youth Voices for Tigers Video As part of the international Animal Action education program, IFAW offices around the world gathered video messages from young people for protecting the last wild tigers. These youth voices were used to create a video presentation for world leaders during a VIP reception organized by IFAW in St. Petersburg during the Global Tiger Summit. It was a unique project that received wide-spread attention from summit participants and media.
Promoted on Leonardo’s social networks: with over 400K followers on Twitter and over 500K fans on Facebook
Integrated campaign: e-appeals, celebrity promotion, website content with link to donation page, social networking, media relations, corporate alliancese
Corporate alliance with weekly reader: vendor for distribution to 79,000 teachers in US; WR was also pro bono promotional corporate partner. Shown here Weekly Reader website promotion of IFAW and Born to Be wild Education program.
Weekly Reader PR/Media Relations resulted in good press pick-up including CNBC – shown here
