Wednesday, November 09, 2005

Repositioning the Brand (Bill)

We were hired to help WWF completely reposition themselves. People who know what this organization really does; think they’re the best kept secret in the country. The problem is, nobody really knows what they do. We sent an intern to the corner of Yonge and Eglinton with a camcorder and some cue cards to see what people thought of when they saw the famous panda logo along and the WWF word-mark. Out of more than twenty people, we got about 2 right answers. From the others, we got blank stares, something about saving animals, or the “Wrestling Federation.” One woman who claimed to be a donor didn't even know what WWF was really all about.

What we discovered when we started working with WWF was an organization of scientists, marine biologists and world-renowned environmentalists spending 95 cents of every dollar raised in Canada to conserve natural spaces in Canada. And a leadership team and Board of Directors that would make a Fortune 500 company jealous. If these guys can get WWF on the map, nobody can.

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