Strengthening Rotary’s BrandPaul HydzikManager, Marketing5-June 2012

WE’RE AWESOME!

How an organization THINKS, ACTS & COMMUNICATES

EXPERIENCE received.

PROMISE delivered.

Brand is…

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Not earning full credit for our good workHarder to reach our full potential

Challenge

Siegel+Gale

JapanKorea

AustraliaSouth AfricaArgentina

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1Research

2 3Brand Architecture

4Visual Identity

5Guidelines

6Rollout PlanStrategy

Project Overview

2 years

Brand Attracts PartnersFollowing the 2008 launch:

Added 6 corporate partnerships + 40 university affiliations

UnprecedentedResearch

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We have the strengths necessary for greatness

FINDING 1

Core strengths afford us unique ability

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1. Multidisciplinary perspective allows us to see challenges in ways others can’t

2. Ability to apply best-in- business thinking to social issues

3. Passion and perseverance necessary for lasting change

4. Collective impact of our global community

See differently

Think differently

Act tenaciously

Impact globally

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Audiences want what we offer— we just need to help them understand

FINDING 2

It’s not about assets we have…but how we make people understand, feel and believe

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Approach

Personalconnection/participation

Measurable impact

Shared global motivators

Rotary excels in many of these areas, yet we’re not getting credit we deserve

Typical gap

Rotary’s gap (globally)

INT

ER

NA

LE

XT

ER

NA

L

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The world is moving in our favor

FINDING 3

Opportunity for social enterprises

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Bottom-line driven

Purpose driven

Run like an NGO

Run like a business

Desire for change:window of opportunity

Behind the Scenes

VOICE VALUES ESSENCE

Our expression Our beliefs Our reason for being

Building blocks of the brand strategy

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