JGI Branding Strategy

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This branding strategy document was presented to the Jane Goodall Institute in November 2008 at the VCU Brandcenter in Richmond, VA.

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JGI Branding Strategy

  1. 1. Round Pegs blanton - marbury - steichen - swaminathan Jane Goodall Institute Brand Strategy
  2. 2. At the age of 74, Dr. Jane Goodall continues to travel and speak 300 days per year, however, she cannot continue at this pace forever. Like Paul Newman and “Newman’s Own”, it is incumbent on The Jane Goodall Institute (JGI) to build a legacy for Jane so that her work will continue on into the future long after she is gone. The foundation of all JGI brands is built on the values and vision that Dr. Goodall espouses and the personality traits that make her unique. It is important to leverage these attributes in a way that allows for expanded awareness of Dr. Goodall and her work to broader consumer sets, predisposes consumers to interact with JGI brands, encourages trial and ultimately drives new revenue streams into the institute.
  3. 3. Jane Goodall was a part of the Apple ‘ T h i n k D i f f e re n t ’ campaign for her innovative thoughts and redefinition of man. It was this poster that made us realize the impact and importance Jane’s role in the world has made.
  4. 4. Roles of Jane: UN Messenger of Primatologist Peace Woman Biologist Scientist Anthropologist Conservationist Ethologist Doctor Humanitarian
  5. 5. voice But above all the roles placed upon Jane, she had a voice, a voice of hope. A voice that people listened to. She wasn’t just a woman who studied the chimps, she understood the world they live in and the world around them including humans, animals, and the environment.
  6. 6. Animal Human Environment So many before Jane saw each of the above as individual separate silos. You fix one you fix the rest. A simple game of cause and effect. But treating it as man vs. wild vs. animal has lead us to a difficult situation.
  7. 7. Deforestations and endangered animals, poor living conditions and deadly diseases for humans and climate change for our environment.
  8. 8. thought So behind this captivating voice was a thought. A thought that was different from the status quo. An idea that working together is how we can help each other. We cannot work independently, the only way we will survive is to work together in balance in harmony.
  9. 9. advance the power of individuals to take informed and compassionate action to improve the environment for all living things
  10. 10. Jane knew this was not the way. Animal Human Environment
  11. 11. an i m an h um al It is not just cause and effect. We all coexist, one is not above the other. en n t vi r o nm e
  12. 12. JGI is the.... Thought leader on the harmonious balance between animals, humans, and the environment.
  13. 13. Objectives: Establish Dr. Jane Goodall’s Legacy Raise Awareness Drive Consideration and Trial Drive New Revenue Streams
  14. 14. Thought Approach Action Change Roots Good Jane Goodall JGI & Consumer for All Shoots
  15. 15. Current Brand Architecture Leader Jane Goodall Legacy Jane Goodall Organizing Brand Jane Goodall Institute Branded Programs Good For All Roots & Shoots Orchestrator of Individuals/Participants/Members Change
  16. 16. allows Jane’s legacy to live on through the approaches taken by JGI. New Brand While the Good For All and Roots & Shoots brands take the approaches Architecture by JGI out to the consumers who are the orchestrators of change. Legacy Jane Goodall Organizing Brand Jane Goodall Institute Branded Programs Good For All Roots & Shoots Orchestrator of Individuals/Participants/Members Change
  17. 17. Win on Push Jane Cause
  18. 18. The Self-Restrained Emotionalists What’s in it for me? Self-gratification in contributing Advocates Activists Empowered by ownership Change is a must
  19. 19. The Self-Restrained Emotionalists What’s in it for me? Self-gratification in contributing Advocates Activists Empowered by ownership Change is a must
  20. 20. The Self-Restrained Emotionalists What’s in it for me? Self-gratification in contributing Advocates Activists Empowered by ownership Change is a must
  21. 21. JGI has successfully been targeting Activists and Advocates. However, in Self-Restrained o r d e r t o g ro w a n d position itself for Emotionalist generations to come, it must broaden its reach to Advocate include a new target base. Activist
  22. 22. E Most receptive to cause marketing: m 88% would likely switch brands if o other brand is associated with a good t cause (if price/quality is similar) i 51% have bought cause related products in last year o n a They are also more likely to act: l 45% are more likely to donate money i 36% are more likely to participate in s organization’s program/events t 32% are more likely to volunteer s
  23. 23. Every individual matters. Every individual has a role to play. Every individual makes a difference. —DR.JANEGOODALL
  24. 24. Strategy: Each part has a greater purpose.
  25. 25. Thought Approach Action Change Roots Good Jane Goodall JGI & Consumer for All Shoots
  26. 26. Partnership “At GE, we are focused on bringing people, expertise and technologies together to make a difference to communities in need. It’s one of the many ways we believe our actions as a global company reflect our responsibilities as a good corporate citizen.”
  27. 27. Why the partnership works Ecomagination African Presence Mutual Gain Developing Health Globally MetClear: products significantly Together JGI and GE can work program has a 5 year, $30 lower metal levels in discharge towards sustaining human, million commitment streams without capital environment, and animal modifications while reducing impact conservation by reducing water on the environment use and improve water reuse. Reaching 11 countries in Africa and Latin America to people in need Tie to another thought leader Homespring Central Water Purifier: modern water treatment system using hollow fiber ultrafiltration Become more recognized for South African GE Educational membrane technology to provide their global efforts Trust Fund: assisting small families with clear water projects
  28. 28. Extend with PR Press Release Web Series
  29. 29. Thought Approach Action Change Roots Good Jane Goodall JGI & Consumer For All Shoots
  30. 30. Brand Identity Old Design New Design
  31. 31. P r o d u c t W i t h N e w B a d g e
  32. 32. Sample Packs Coffee Maker with Grinder
  33. 33. Product Extension: Good For All Tea Tea is more popular than ever in America today, Americans seek a more positive, healthy lifestyle One of the highly earning exports in Tanzania is tea Partner with Caranda Fine Foods
  34. 34. Passive Fundraising goodforall.org J340G94I8 WHOLE BEAN 89 84 34 78 97 98 34
  35. 35. Passive Fundraising
  36. 36. Donators will be able to see how Transparency: their money is being put to good use.
  37. 37. Donators will be able to see how Transparency: their money is being put to good use.
  38. 38. Donators will be able to see how Transparency: their money is being put to good use.
  39. 39. Thought Approach Action Change Good Roots Jane Goodall JGI & Consumer for All Shoots Identity - Logo, Clips Growing - GE Legacy - Extension - Caranda Publicity - PR Brand Architecture Loyalty - Transparency
  40. 40. Thought Approach Action Change Roots Good Jane Goodall JGI & Consumer for All Shoots
  41. 41. Each of us impacts the world around us every single day. We have a choice to use the gift of our life to make the world a better place – or not to bother. —DR.JANEGOODALL
  42. 42. an i m an h um al en n t vi r o nm e

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