This presentation talks about our Essence from a Marketing perspective.

1. OUR ESSENCE | OUR
PROGRESS| OUR BRAND
1

2. Clarify the elements of our brand
Connect the elements with our essence
Be simple and clear
The GOAL

3. The CONTEXT
The essence (why,how, and what) of
AIESEC and what our brand should
represent
the current brand elements and guidelines are
the starting point for re-evaluating our brand
Our progress… we set a new
direction and mid-term ambition. !
We aim to expand our reach,
grow our operations and we
refresh the AIESEC experience.
This global survey of over
30,000 young people provides
data about the current
perception of AIESEC around
the world

4. WHAT IS ESSENCE?
• The intrinsic nature or indispensable quality of
something, especially something abstract, which
determines its character, without which a property
wouldn't exist or be what it is.

5. OUR ESSENCE

6. WHAT IS PROGRESS
• Forward or onward movement towards a destination..

7. OUR PROGRESS

8. 8
OUR CHALLENGES
1. Misalignment:
Brand !
Promise
Brand Experience
Subjective statement of what we
are but not about what we offer
A costumer experiencing actions
not aligned with the brand

10. OUR CHALLENGES
2. Unclear reputation goals:
What an AIESECer
would say
What we want
externals to know
Having a brand positioning that represents what we offer and how
it’s lived.

11. IS AIESEC A MATCH MAKING COMPANY?

12. 12
OUR CHALLENGES
3. Disconnected elements:
Brand positioning Brand attributes Brand promises Visual guidelines implementation
- compilation of brand elements without a clear purpose or link to each other.!
- There was a question in terms of how to implement the brand elements.

13. BRAND POSITIONING
• Brand Positioning is the marketing activity and process
of identifying a market problem or opportunity, and
developing a solution based on market research,
segmentation and supporting data. Positioning may
refer the position a business has chosen to carry out
their marketing and business objectives.

14. BRAND ATTRIBUTES
• Brand attributes are a set of characteristics that identify
the physical, character and personality traits of the
brand, similar to the attributes that allow us to
consistently identify individuals.

15. BRAND PROMISE
• The primary, valued promise made by the larger
institution. Also called a positioning statement or USP

16. Brand positioning Brand promise BRAND EXPERIENCE
The way we make decisions.
How we deliver our operations.
Micro-experiences management.
The concepT
Answers the question: “Why would
I join AIESEC?” (benefits and
external value).
Who is our target.
What we do.
Differentiator.
Brand Strategy Brand operations

17. The RESULT
Brand positioning
What is AIESEC?!
The Global Youth Network Impacting the World Through
Leadership Development Experiences.
Brand promise
Brand attributes:!
Daring.!
Diverse.!
Inclusive.!
Dynamic.!
impactful.
Brand manifestations:!
Responsible leadership.!
Global.!
Collaborative and democratic.!
For youth by youth.!
Social entrepreneurship.
Brand Strategy
*brand characteristics that influence
how we communicate externally.
*desired external reputation based on the attributes that
define us as an organization.

18. THIS IS WHO WE ARE.
THIS IS WHAT WE NEED TO DO.