Brand Care Usa hd htdt sr hgd yrui rt ere

7/29/2019 Brand Care Usa hd htdt sr hgd yrui rt ere

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CARE Misperception

Variety of Logo in 1994

PROBLEM

CREATING IMAGE of INCONSISTENCIES

CREATING GAP between PERCEPTIONS and REALITY


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Creating New Brand

Through assistency of

Vision and Mission

Market Research

Brand Strategy

The Logo

The Tagline


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Vision and Mission

Vision

We seek a world of hope, tolerance, and social justice, where poverty has been overcome ain dignity and security.

CARE International will be a global force and partner of choice within a worldwide movemeto ending poverty. We will be known everywhere for our unshakable commitment to the dig

Mission

CARE Internationals mission is to serve the individuals and families in the poorest communitieDrawing strength from our global diversity, resources, and experience, we promote innovativare advocates for global responsibility. We facilitate lasting change by:

Strengthening capacity for self-help

Providing economic opportunity

Delivering relief in emergencies

Influencing policy decisions at all levels

Addressing discrimination in all its forms

Guided by the aspirations of local communities, we pursue our mission with both excellence compassion because the people whom we serve deserve nothing less


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Market Research

Low Awareness

Vague image of organization

Viewed as an empathetic but not particulary effective organization

Focus Group Perceptions

A big organization that has been around for a while Fading fame compared with Red Cross and UNICEF

RESULT

Unaided Awareness 4 %

Aided Awareness 56%


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Brand CARE International Strategy

Brand Position

A Vague, staid organizationthat helps in the third world

Brand Objective

A united, global forcehelping communities realizelasting victories over poverty


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Conceptual Target: Skeptical Progressives

Core Desire: To fuel change that matters and lasts

Role of the Brand: CARE confronts root causes of poverty head-on

Compelling Truth: CARE enables the worlds poorest communities to

create sustainable solutions to their most threatening problems

Selling Idea: CARE. United, We can build change that truly matters


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Desired CARE international BrandFootprint

CARE means

A united global force for the eradication of poverty and its injustices

Sustainable solutions to rooot causes of poverty

Community self-reliance

CARE is

A Bold visionart

Compassionate Strategist

In-the-thick of it


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The Shifting of CARE perception

Old Proven Accomplishments

Big and Static Global Force

Vague, Unfocused Clear, Unwavering Purpose

CARE Packages Root Causes of Poverty

Long-term Development Sustainable Solutions

Remote People Communities

On the Ground In-the-thick of it

Charity Movement


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New LOGO

Noted: The logo stillprotested in AUSTRALIA and JAPAN

Community of H- Humanism

Circular Shape- Global scope- Unity- diversity

Earth-toned colo- Warmth- Optimism- Grounded se

Lower-case logo- Accessible

- Straightforwa


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The Tagline

A Tagline is A High-profile opportunity to say one thing about theorganization

Together, Where the end of Poverty Begins.


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Challenges Facing CARE and the NewBrand

Challenge

ChangingInternational

OrganizationalStructure

ShrinkingDonor Pool

Direct-MailStrategy


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Challenges Facing CARE and the NewBrand Changing

Structure

Recognize ofthe need

Rebrandingprocess

Set aprecedent

Shrinking

Donor Pool

Drop from1999-2002

CARE donorloyalty cycle

Corporatepartnership

Direct-mailand

telemarketing

Direct-Mail

Strategy

Learn anumber of

things

Current baseof donors


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ConclusionsNew brand was working well with

existing donors, staff, and major-gift donors

CARE could leverage what theorganization had learned during thebranding process

Rebuilding the donor pool

The type of direct-mailprograms???

Brand Care Usa hd htdt sr hgd yrui rt ere

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