PowerBriefing | Secrets to Driving a Successful Global Branding Campaign
The Branding Challenge
By early 2010, the Integrated Ocean Drilling Program (IODP) was nearing the end of its 10-year funding period. For more than 40 years, IODP and its predecessors in scientific ocean drilling had enabled scientists from around the globe to study and make major advances in our understanding of everything from ancient climate change to earthquake triggers. A new program was tentatively scheduled to run 2013-2023, but renewal was far from given. First, agencies such as the US National Science Foundation (NSF) would have to green light the funding.
As then-Director of Communications for US IODP, I planned and led the global effort to develop a new brand name and tagline for the future program. The goal was to create something meaningful, evocative, and memorable for a wide audience – a name that would provide a solid communications platform for scientific ocean drilling well into the 21st century.
Over the course of several months, I facilitated naming workshops in the US, Europe, and Asia. Those who were unable to attend a workshop were encouraged to complete an online survey. In the end, more than 150 stakeholders worldwide contributed their ideas and suggestions to the naming process.
In the fall of 2010, the following name and tagline were selected:
International Ocean Discovery Program
Exploring the earth under the sea
In November 2013, the re-christened International Ocean Discovery Program was approved for five more years of funding by the NSF and international partners – with overall investment expected to exceed $350 million.
Secrets to Driving a Successful Global Branding Campaign
In this Power2Persuade® PowerBriefing, we’ll explore the secrets to leading a global, grassroots branding effort. In a highly engaging 1-hour discussion – which can be delivered as either an in-person presentation or a webinar – I’ll share specific, actionable insights into what it takes to successfully refresh a global nonprofit brand and inspire funders to recommit and reinvest.
- 7 key success factors to refreshing a brand
- Secrets to building buy-in from diverse stakeholders
- Lessons learned in mobilizing input from participants around the world
Contact me today to schedule a session of this PowerBriefing for your organization or team.