3.3.1 Brand Evolution for better Market positioning Key achievements and strategy analysis
Project Description: Aligning external image with how we present ourselves online, in print and in person through our brand. Align these with the brand attributes defined in May 2012 by the Global Strategy Meeting. Impact on team purpose: Supports the attraction of more people to AIESEC to become customers of our ELD programmes and promoters of AIESEC. This supports all our programmes both in achieving MoS 12/13 as well as for long term sustainable growth towards AIESEC 2015.
Brand Attributes definition Purpose: Define clear brand attributes for AIESEC to attract more young people to AIESEC. Progress overall: Completed in May 2012.
Creating Brand Visual Elements Purpose: Have easy to use and simple brand visual elements to be used online, in print and in person for AIESEC globally such as:
New visual elements (colours, images, fonts, usage of logo, etc. Brand guidelines Website refresh Sub-product brands
Progress overall: Investment decision has been made by AI. Currently delivery of project is about to start with company called Design Thinkers. The company will also support on brand strategy. Focus Group testing of refreshed brand elements will take place in Q4. A Brand Strategy meeting to define implementation plan of the brand elements in the network, as well as a plan of massive online engagement based on the elements will take place in Q4 (see 3.3.2).
Youth Speak 2015: Youth Opinion and Brand Audit Purpose: Reach more than 50,000 people to get youth opinions and their perceptions on the AIESEC brand: Progress: To be launched in Q4