1. © World Scout Bureau Inc. / • Design by WSB Geneva

2. Cause, Image and Brand A real asset for the Scout Movement
By the World Scout Bureau, Communications and Partnership

3. Programme of the session

4. ‘Few years ago we had a dream about improving Scouting’s Profile, and so we planted the seed of a new image…’

5. Section 1
The concept of cause

6. What is the meaning of the word “cause”?

7. “That for which we do something (goal, reason, motive)”

8. “a principle or movement militantly defended or supported”

9. It could also be: “The reason why the Scout Movement is supported”

10. Possible cause for Scouting
- “Education for life”
“Prepared for life”
“Tomorrow’s Leaders”

11. Working with the media

12. Hooks for the Regional Jamboree
Online media for young people: You Tube
Adolescents invited to join an international adventure
The whole continent in one scout village
Build your personal story with the scouts
Scout law offers free style in an international youth city
Newspaper for business leaders: “Around the world”
At Orhei, 500 scouts from 8 countries are experiencing international learning
Scouts are trained to grow their movement in CIS and neighbouring countries.
500 scouts from 8 countries prepared to overcome international conflicts
Scouts ready for social innovation
Scouts are creating a new city for one week
Television or radio for the public opinion: Public TV
Eight Eurasian countries for a better world
Five hundred young people, five hundred peacemakers
Adventure, fun and challenge in Scouting
Scouts are increasing social awareness in Eurasia
500 scouts from 8 countries take care of the natural environment

13. Align all activities to supporting the Cause
1 > Build the reality
2 > Show the reality
Communications
Tell cause related stories
Advocacy
Scouting’s Cause
Peace Education
Environmental Education
Education for life
The Scout Method
The Youth Programme and activities
Advocate for the cause
Partnerships
Find partners related to the cause
The Brand
The Product
Marketing
Identify resources to support the cause - Fundraising

14. The Image of the Scout Movement
Section 2
The Image of the Scout Movement

15. Look at the equation Positive A positive constant
A variable that may be positive or negative
The result
First hypothesis =
Positive
Positive
Second hypothesis =
Negative
Negative

16. Behind the equation

17. Behind the equation Internal perceptions Scouts Leaders Members
Attractive
Internal perceptions Scouts Leaders Members
Youth Programme
Sensitisation
Adults in Scouting
Supportive
Governance
Transparent
External perceptions Young People Families Public Opinion
Understansding
Communications
Open
Symbolic framework
Meaningful
Capacity to innovate
Modern

18. Debate

19. Open debate
Among the groups members, identify one common question regarding the image of the Movement
Identify one common challenge
Identifiy one common strength for the image of the Movement
You have 20 minutes to discuss and prepare your report to the plenary

20. From Scouting’s Profile to the World Scout Brand
Section 3
From Scouting’s Profile to the World Scout Brand

21. What is a brand
A brand is a collection of experiences that people have with an organisation. It’s not just a logo, a tag line or an advertisement.
A brand is a set of fundamental principles as understood by anyone who comes into contact with an organisation.
It’s an organisation “reason for being”
A brand is a promise.

22. A response to identified challenges 1/ 2
Reach out to more young people
Retain adolescents and young adults
Reach out to more adults to support Scouting’s activities
Consolidate partnerships and reach out to new partners to associate with Scouting
Secure more financial resources at world, regional and national levels
Fight against isolation at all levels ( partnerships)
Create an enthusiastic challenge for all Scouts

23. A response to identified challenges 2 / 2
Market Scouting on its social positionning
Be able to identify social needs and youth aspirations at world, regional and national level
Develop Scouting’s responses to social needs
Develop and implement attractive youth programmes related to identified social needs
Train efficient Scout leaders to deliver the youth programme
Market Scouting to its key audiences > young people, families, sponsors and future partners

24. Brand Brand Communication Strategy Communications
Global Media Plan
Publishing Plan
E-Communication Strategy
Communications
Partnerships
External Relations Policy
UN System
Governments
Civil society
Brand
Brand Protection
Legal Protection
Legal follow-up
Brand Management
Licensing system
Brand Investment Plan
Brand Identity
Brand Identity Guidelines
Image Concept
Resources Mobilisation Strategy
Brand Management
Global Marketing Plan
World Scout Shop
Special projects
World Scout Foundation
Regional Foundations
Resources

25. World Scout Conference
Brand Management Long Term Vision
2005
2008
2011
2014
2017
2019
2023
Establishment
2005:
World Scout
Conference
Launch
of the process
2007:
Scouting’s
Centenary
Penetration
Sustainability
2008:
World Scout Conference
First evaluation

26. Brand Management Long Term Vision
2005
2008
2011
2014
2017
2019
2023
Establishment
Penetration
Sustainability
Challenges:
Keep the momentum
Challenges:
Sustain the Achievements
Improve and Refresh

27. The Brand Platform / Key Messages
Vision the big idea behind World Scouting
Creating a better world
Mission the task we fulfill to realize our big idea
Educating young people to play a constructive role in society
Brand values the qualities we need to live our big idea
Involving
Exciting
Empowering
Brand themes the themes we communicate to help implementing our
big idea
A social force
A culture of peace
A constructive contribution

28. The Brand Identity

29. The World Scouting brand logo
Wordmark
Registration symbol
The World Scout Emblem
Claim

30. 30
WSB- Presentation
Copyright © WSB Inc.
Victor C. Ortega

31. Brand Management “Increase the Brand Equity”

32. Increase the Brand Equity
Branding > Protection > Management > Revenue > Re-investment
Revitalise the Brand Design
Protect the Brand
Increase the Brand Equity
Identify Brand Revenues
Re-invest the Brand Revenues
- Use the brand platform
- Publish the brand manual
- Capacity Building
- Reinforce the protection
- Clarify the ownership of the
brand
- Publicise the rules
- Control
- Define an investment plan
-Define a global marketing
strategy for international
events
- Stop haemorrhage of incomes
- Control the licensing
- Refocus revenues in a single
budget line
- Define the way of re-investing
brand revenues

33. Merchandising

34. The Official World Scout Shop
The World Scout Shop is the official commercial partner of the World Organization of the Scout Movement trading as On behalf of the World Scout Bureau, World Scout Shop offers a wide range of new branded products combined with current best-sellers.
We invite you to share the vision of "Creating a Better World". 
Not for profit; just for Scouting.

35. Some World Scout Shop goods

36. Thank you. Be on brand!
Thank you for your attention!

37. Thank you for your attention!
Communications & Partnerships
June 2018

38. Thank you for your attention!
The slideshows are produced by the Communications and Partnership Team of the World Scout Bureau as a digital abstract of Scout.Boom.Comm Concept and writing: Richard Amalvy Photos: Archives of the World Scout Bureau © World Scout Bureau, June All rights are reserved concerning the reproduction and translations for national scout organisations that are members of the World Organization of the Scout Movement. Credit is obligatory and must mention the source and the author.