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Branding of WWRF

Fiona Williams, WWRF Treasurer

WWRF General Assembly June 09, 2004OSLO

Brand definitionBrand definition

2nd Workshop Heidelberg 13th April

Defined the audience we want to reach and their interests in the WWRF

Defined the value statements and brand summary “onion diagram”

Completed set of slides defining the WWRF brand

WWRF General Assembly June 09, 2004OSLO

INFO SEEKERS

Consolidated vision from key playersReduce risk – better success business planningKey players

NETWORK SEEKERS (here today)

Meeting right peoplediscover new points of view, insightsGaining new and testing my understandingRisk managementID opportunitiesindividual unique USP2 way dialogue and chance to talk = informal win win

DEAL MAKERS (previous years)

Relevant partners; make dealsA project; a winning consortium; political contextMeet in person; see their strategy; senior research people

STRATEGY MAKERS

Influence the influencers; real influenceReal influence; higher credibility; change my proposal linked to policy (book or vision)Link to big boys; Link to regulators/ funding bodiesVisible – strategies/output

passive active

info

partners

Credibility gap – could be aspiration, not where we are today, would need to build alliances with other sectors, retail, health

PropositionBenefit

Reason whyRole of WWRF

WWRF General Assembly June 09, 2004OSLO

Influence where the Wireless world is going

Reasons to believe

Values

Academia

revenue

Buzz

Whole industry involved

dynamic

Commercial

Higher chance

of success

in market

Track record

(Impact on standards)

Proven impact on research

Benefit

visionary

influential

global

active

On the ball

High quality

research funding

Higher recognition

impact

recognition

Success stories

Important professorsHigh profile

influential

Well grounded

competent

WWRF General Assembly June 09, 2004OSLO

Design Pitch Meeting, June 1, 2004, Paris Design Pitch Meeting, June 1, 2004, Paris

Request for a “pitch” on June 1 issued to 2 companies following phone discussions with a range of companies

2 companies (FutureBrand, London and ChroMedia, Munich) were invited to present their proposals (pitch) on how to develop the design of the WWRF brand elements

Decision is to go ahead with ChroMedia (Munich) as the better offer

Budget plan is to spend maximum of 60,000 - 70,000 Euro on this work in 2004