The New EMBARQ Brand

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Por RHYS THOM (EMBARQ). Workshop Marketing BRT, Rio de Janeiro. 25-26 Maio, 2011.

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The New EMBARQ Brand

  1. 1. The New EMBARQ Brand<br />Rhys Thom<br />Director, Communications and Marketing – EMBARQ<br /> Marketing BRT Workshop<br />Rio de Janeiro - May 26, 2011<br />
  2. 2. EMBARQ - The WRI Center for Sustainable Transport and the centers for sustainable transport in Mexico, Brazil, India, Turkey, and the Andean region that make up the EMBARQ network are now moving to a unified master brand.<br />Unified Brand<br />
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  6. 6. New Era<br />This move represents a new era of global cohesion, unity, and collaboration for EMBARQ <br />
  7. 7. Shared Mission<br />Catalyze and help implement environmentally and financially sustainable transport solutions to improve quality of life in cities.<br />
  8. 8. Shared Vision<br />
  9. 9. Shared Vision<br />A world in which all cities are accessible, healthy, sustainable environments for all people to thrive and live happily. <br />
  10. 10. Under this new master brand, all of the centers that make up the EMBARQ network will adopt the EMBARQ name and visual identity. <br />Moving to EMBARQ<br />
  11. 11. At the end of this transition, all of the EMBARQ centers will be known as <br />EMBARQ México, <br />EMBARQ Brasil, <br />EMBARQ India, <br />EMBARQ Türkiye, <br />EMBARQ Andino. <br />EMBARQ’s Washington, DC office will now be known as EMBARQ Global. <br />New Names<br />
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  13. 13. The transition will go much further than simply unveiling a new visual identity. <br />Beyond the Logos<br />
  14. 14. We are now united under a new, jointly developed global strategy.<br />New Strategy<br />
  15. 15. Knowledge Sharing<br />We have organized ourselves to better facilitate collaboration and the sharing of knowledge across the EMBARQ network and are in the process of deploying a comprehensive knowledge management system in order to even more effectively make positive social and environmental impact. <br />
  16. 16. We are now coordinating all of our social media efforts, including a re-design of TheCityFix.com, EMBARQ’s popular blog on sustainable transportation around the world. <br />Social Media<br />
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  19. 19. We are standardizing research and publication methodologies and processes in order to continue to consistently deliver the highest quality research and technical advice to our partners.<br />Standardization<br />
  20. 20. Over the next 18 months all of the centers for sustainable transport will have a new brand identity, new logos, updated websites, email addresses, social media, and new marketing materials.<br />Timeline<br />
  21. 21. EMBARQ Brasil will be the first to make the transition to the new brand this May, with EMBARQ India, EMBARQ Türkiye, and EMBARQ Andino transitioning over the next three months, finalizing by August 2011. EMBARQ México, the oldest of all of the centers, will follow a longer-term transition, moving to the new brand by the end of 2013. <br />Timeline<br />
  22. 22. AUGUST, 2011<br />AUGUST, 2011<br />DECEMBER, 2012<br />AUGUST, 2011<br />MAY, 2011<br />MAY, 2011<br />
  23. 23. In many ways EMBARQ and the centers for sustainable transport are exactly the same, continuing to work together with our partners to help make sustainable transport a reality in cities around the world. Our dedication to delivering results and helping to solve the challenges of sustainable urban mobility is as strong as it has always been.<br />Staying the Course<br />
  24. 24. Each of the centers for sustainable transport are still deeply local, staffed with talented local and global experts intimately familiar with local issues and are dedicated to developing solutions that are appropriate for their local context. <br />
  25. 25. Our unified brand and shared vision will strengthen the degree to which the members of the EMBARQ network are able to learn from one another, access shared global expertise, and bring that expertise to the cities and countries in which we work<br />Stronger EMBARQ<br />
  26. 26. EMBARQ is a creative variation of the English word embark which can mean…<br />Meaning of EMBARQ<br />
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  28. 28. The words embarque in Portuguese and embarcar(se) in Spanish have the same meaning as embarkin English.<br />
  29. 29. All three of these definitions capture important elements of EMBARQ's work - transportation, the act of departure from un-sustainable ways of doing things, undertaking new innovative solutions, and helping to create and support sustainable transport organizations, partnerships, and businesses.<br />The EMBARQ Name<br />
  30. 30. The creative spelling of EMBARQ is designed to communicate playfulness, creativity, innovation, and convey our unconventional approach to tackling the challenges facing cities. <br />The EMBARQ Name<br />
  31. 31. The EMBARQ logos consists of the EMBARQ logotype with the word EMBARQ in all capital letters preceded by the graphic icon of a leaf shape symbolizing nature, ecology, and the environment combined with an arrow, which symbolizes movement and mobility.<br />EMBARQ Logo<br />
  32. 32. Click to edit Master text styles<br />
  33. 33. Click to edit Master text styles<br />
  34. 34. Click to edit Master text styles<br />
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  36. 36. All of logos of the centers for sustainable transport are in different colors representing attributes and elements important and unique to their respective countries.<br />EMBARQ Colors<br />
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  38. 38. Click to edit Master text styles<br />
  39. 39. Click to edit Master text styles<br />
  40. 40. Click to edit Master text styles<br />
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  42. 42. Click to edit Master text styles<br />
  43. 43. Click to edit Master text styles<br />
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  46. 46. Click to edit Master text styles<br />
  47. 47. Click to edit Master text styles<br />
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  50. 50. Click to edit Master text styles<br />
  51. 51. Click to edit Master text styles<br />
  52. 52. Click to edit Master text styles<br />
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  54. 54. Click to edit Master text styles<br />
  55. 55. Click to edit Master text styles<br />
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  57. 57. We are very excited about this change and we are very happy to have you with us as we embark on this next part of our journey to help cities make sustainable transportation a reality!<br />Looking Forward<br />
  58. 58. OBRIGADO!<br />

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