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From FINA World Aquatics Conference 2010
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Together We Can Make Aquatics Bigger!
ERROL E. CLARKE B.Sc.(Eng), M.A.Sc., P.Eng.September 28th, 2010
The Power of the Brand
Together We Can Make Aquatics Bigger!
The Power of the Brand
Together We Can Make Aquatics Bigger!
The Power of the Brand
Together We Can Make Aquatics Bigger!
• Establishment of Recognizable Image• Consistency of Messages to Internal and External Audiences• Communication – More than Merely a LOGO• Long Term Approach to Image• Benefits of Branding
Together We Can Make Aquatics Bigger!
• Brand Guidelines are critical• Live the Brand• Reinforce the Brand• The DNA
Together We Can Make Aquatics Bigger!
Establishment of a Recognisable Image
Guidelines – the branding guidelinesare paramount to establishment ofthat image - Leave nothing to chance!
Live the brand & brand values – itbreeds integrity!
Our image and our actions define theBrand – it is who we are – it is ourDNA!
Together We Can Make Aquatics Bigger!
• Follow the guidelines – Live the Vision and Mission Statements!
• Congruence is key - Walking the Talk!
• More than the written word – Alignment of message and actions!
Together We Can Make Aquatics Bigger!
COMMUNICATION
More than merely a Logo
Together We Can Make Aquatics Bigger!
Communication More than merely a Logo
The logo works in conjunction with the message! When viewed or heard independently, the
message should be the same! All activities, messages, images, all forms of
communication, no matter how small, should be aligned with the Brand’s Message!
Manage the Brand’s Communication and always ensure messages conjures up the “feel” you desire!
Together We Can Make Aquatics Bigger!
• Enduring logo• Gravitas• Consistency• Revenue Streams
Together We Can Make Aquatics Bigger!
• Long Term Financial Success• Increase Market-share• More investment in programs• Attract more customers (athletes or sponsors)• Improve viewership (Revenue)• Loyalty and Longevity• Achieve Sustainability • Feeling of Pride• Expanded Product/Brand Knowledge• More benefits for everyone
Together We Can Make Aquatics Bigger!
• BRANDING• A key input in driving long term growth for National Federations.
• Cannot be underestimated or underutilized.• Powerful Brands (Phelps, Bolt, Toyota, CocaCola, Walmart and FINA) must have a DNA that conjures up feelings of success.
• National Federations can take advantage of the Synergies that already exist from the FINA Brand.
Together We Can Make Aquatics Bigger!
Thank you.
Together We Can Make Aquatics Bigger!
