1. Cause, Image and Brand A real asset for the Scout Movement Regional Communication Fora 2010 By the World Scout Bureau, External Relations & Marketing Team

2. ©WSB | Regional Communication Fora | 2010 | page 2 Programme of the session

3. ©WSB | Regional Communication Fora | 2010 | page 3 ‘Five years ago we had a dream about improving Scouting’s Profile, and so we planted the seed of a new image…’

4. ©WSB | Regional Communication Fora | 2010 | page 4 The concept of cause Section 1

5. ©WSB | Regional Communication Fora | 2010 | page 5 What is the meaning of the word “cause”?

6. ©WSB | Regional Communication Fora | 2010 | page 6 “That for which we do something (goal, reason, motive)”

7. ©WSB | Regional Communication Fora | 2010 | page 7 “a principle or movement militantly defended or supported”

8. ©WSB | Regional Communication Fora | 2010 | page 8 It could also be: “The reason why the Scout Movement is supported”

9. ©WSB | Regional Communication Fora | 2010 | page 9 Possible cause for Scouting - “Education for life” - “Prepared for life” - “Tomorrow’s Leaders”

10. ©WSB | Regional Communication Fora | 2010 | page 10 1 > Build the reality2 > Show the reality Scouting’s Cause Peace Education Environmental Education Education for life Communications Marketing Advocacy Partnerships Tell cause related stories Advocate for the cause Find partners related to the cause Identify resources to support the cause - Fundraising The Scout Method Align all activities to supporting the Cause The Youth Programme and activities The BrandThe Product

11. ©WSB | Regional Communication Fora | 2010 | page 11 The Image of the Scout Movement Section 2

12. ©WSB | Regional Communication Fora | 2010 | page 12 Look at the equation A positive constant A variable that may be positive or negativeThe result First hypothesis = Positive Negative Second hypothesis = Positive Negative

13. ©WSB | Regional Communication Fora | 2010 | page 13 Behind the equation

14. ©WSB | Regional Communication Fora | 2010 | page 14 Behind the equation Internal perceptions Scouts Leaders Members External perceptions Young People Families Public Opinion Youth Programme Adults in Scouting Governance Communications Symbolic framework Capacity to innovate Attractive Supportive Transparent Open Meaningful Modern Sensitisation Understanding

15. ©WSB | Regional Communication Fora | 2010 | page 15 Debate

16. ©WSB | Regional Communication Fora | 2010 | page 16 1.Among the groups members, identify one common question regarding the image of the Movement 2.Identify one common challenge 3.Identifiy one common strength for the image of the Movement 4.You have 20 minutes to discuss and prepare your report to the plenary Open debate

17. ©WSB | Regional Communication Fora | 2010 | page 17 From Scouting’s Profile to the World Scout Brand Section 3

18. ©WSB | Regional Communication Fora | 2010 | page 18 A brand is a collection of experiences that people have with an organization. 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 organization. It’s an organization “reason for being” A brand is a promise. What is a brand

19. ©WSB | Regional Communication Fora | 2010 | page 19 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 A response to identified challenges 1/ 2

20. ©WSB | Regional Communication Fora | 2010 | page 20 Market Scouting on its social positioning 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 A response to identified challenges 2 / 2

21. ©WSB | Regional Communication Fora | 2010 | page 21 Brand Communications Partnerships Resources Brand Communication Strategy Global Media Plan Publishing Plan E-Communication Strategy Resources Mobilisation Strategy Brand Management Global Marketing Plan Development of the World Scout Shop Special projects World Scout Foundation Regional Foundations External Relations Policy UN System Governments Civil society Brand Protection Legal Protection Legal follow-up Brand Management Licensing system Brand Investment Plan Brand Identity Brand Identity Guidelines Image Concept

22. ©WSB | Regional Communication Fora | 2010 | page 22 200820112014 2005 2017 Establishment Penetration Brand Management Long Term Vision 2007: Scouting’s Centenary 2005: World Scout Conference  Launch of the process 2008: World Scout Conference  First evaluation Sustainability

23. ©WSB | Regional Communication Fora | 2010 | page 23 200820112014 2005 2017 Establishment Sustainability Penetration Brand Management Long Term Vision Challenges: Keep the momentum Sustain the Achievements Improve

24. ©WSB | Regional Communication Fora | 2010 | page 24 The Brand Platform & Key Messages Creating a better world Vision the big idea behind World Scouting Educating young people to play a constructive role in society Mission the task we fulfill to realize our big idea Involving Exciting Empowering Brand values the qualities we need to live our big idea A social force A culture of peace A constructive contribution Brand themes the themes we communicate to help implementing our big idea

25. ©WSB | Regional Communication Fora | 2010 | page 25 A new Brand Identity

26. Fleur-de-lys We start with the World Scout Emblem

27. Wordmark (name)Fleur-de-lys... And one name for global use.

28. And an emotional information, a claim. Fleur-de-lysWordmark (name)

29. ©WSB | Regional Communication Fora | 2010 | page 29

30. ©WSB | Regional Communication Fora | 2010 | page 30 Brand Management “Increase the Brand Equity”

31. ©WSB | Regional Communication Fora | 2010 | page 31 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 licensing - Refocus revenues in a single budget line - Define the way of re- investing brand revenues Increase the Brand Equity

32. ©WSB | Regional Communication Fora | 2010 | page 32 The feasibility study on the Brand Management was conducted in 2006 The ownership of the brand has been clarified All trademarks belong to the World Scout Bureau Inc, legal representative of WOSM The rules are the same since 1973… New support services have been created: legal protection, integration in the global marketing plan and brand manual Brand Protection

33. ©WSB | Regional Communication Fora | 2010 | page 33 Merchandising

34. ©WSB | Regional Communication Fora | 2010 | page 34 The World Scout Shop Scoutstore Scoutstore is the official World Scout Shop of WOSM. All sales are made through its online shop. Discount for NSOs Your NSO is eligible for a discount of 20% on all items that you purchase from the online shop or by direct contact.

35. ©WSB | Regional Communication Fora | 2010 | page 35 Some World Scout Shop goods

36. ©WSB | Regional Communication Fora | 2010 | page 36 worldscoutshop.org scout-store.com

37. ©WSB | Regional Communication Fora | 2010 | page 37 Using the World Scout Brand at national level?

38. ©WSB | Regional Communication Fora | 2010 | page 38 Thank you for your attention! Thank you. Be on brand!

39. ©WSB | Regional Communication Fora | 2010 | page 39 Thank you for your attention! The slideshows of the Regional Communication Fora are produced by the External Relations & Marketing Team of the World Scout Bureau as a digital abstract of Scout.Boom.Comm Concept and writing: Richard Amalvy Design and diagrams: Simon Bourges Photos: Archives of the World Scout Bureau © World Scout Bureau, September 2003, September 2008 © World Scout Bureau, April 2010 All rights are reserved concerning the reproduction and translations for National Scout Organizations that are members of the World Organization of the Scout Movement. Credit is obligatory and must mention the source and the author. Find all resources on scout.org/media scout.org/brand