Georgie Bridge, head of brand expression at WWF-UK
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Why . . .
• Research
• Internal culture
• External factors
• Strategy and ambitions
• LPC, changing landscape
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What . . .
• Brief
• Partners
• Our team
• Unique approach
• Methods
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Approach . . .
• Matrix approach and structure
• Think big, be tenacious and seek the truth
• Proper collaboration, co-create, consult
• Distil, keep asking questions, keep proving
• Be ready for the long game, keep sharing successes
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Methods . . .
• Workshop, interviews, homework, involvement
• People stories
• Engagement and feedback
• Approval
• Tangible
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Anchors: clear, inspired, involved
• Brand champions, inductions, success factors
• Strategic communications
• Campaign targets
• Staff and family events
• Team Panda, Panda’s People Awards
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Top tips
• Build on your foundations, culture, truth and passion
• Embed brand in all strategic communications
• Use your external activities, keep proving
• Be brave, think big, keep going
• Be rigorous, track involvement