At Revolt, We Know That Charities, Ngos and Activists That Use Branding to Change Behaviour Will Multiply the Impact of Their Work
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HOW WE BUILD BRANDS. AT REVOLT, WE KNOW THAT CHARITIES, NGOS AND ACTIVISTS THAT USE BRANDING TO CHANGE BEHAVIOUR WILL MULTIPLY THE IMPACT OF THEIR WORK. THE CHALLENGE THE SOLUTION HOW CAN THIS THE SEVEN STEPS THE ORGANISATION MULTIPLY ITS ORGANISATION NEEDS IMPACT THROUGH THE PULL TO BUILD AN OF BRANDING? IMPACTFUL BRAND. SEVEN STEPS 01. A FIGHT 02. AN ACTION 03. A RALLY CRY FOR PURPOSE 04. A SYMBOL 05. A MINDBOMB 06. PROPAGANDA 07. ALLIES BUILDING OUR MOVEMENT BUILDING OUR MOVEMENT 1. WE HAVE 01. A MISSION 02. AN ACTION 03. A RALLY CRY COMMON BUILDING OUR MOVEMENT A MISSION. 3. WECHANGE HAVE FOOTBALL FOR GOOD. BECAUSE TO A RALLYING 2. WE HAVE GOALTAKE A STAND AN ACTION. BUILDING OUR MOVEMENT WE NEED CRY. OUR BECAUSE COMMON GOAL TO MAKE CALL TO ARMSREAL CHANGE MEMBERS PLEDGE 1% 4. WE HAVE A A CHANGE WILL COME OF THEIR EARNINGS TO SYMBOL. OUR SMALL ACTS AS OURFROM ACTION. FOOTBALL FOR GOOD #JOINTHETEAM ENOUGH TO WE NEED TO ORGANISATIONS ICON IS OUR WIN BUT BIG STATEMENT ENOUGH TO OF INTENT. MAKE OUR INVITATION TO MATTER. AUDIENCE PARTICIPATE. THE WORDSPART OF THE BUILDING THE THAT WILL SOLUTION. 15 COMMON GOAL BRAND PLAYBOOK BECOME OUR MOVEMENT AS 04. ABUILDING SYMBOL OUR MOVEMENT 05. A MIND BOMB 06. PROPAGANDA 07. ALLIES 5. WE HAVE A SIGN-OFF AND IT BUILDS OUR MINDBOMB. #HASHTAG. BUILDING OUR MOVEMENT OUR MOMENT 16 COMMON6. GOAL WE BRAND PLAYBOOKHAVE DISTINCTIVE THAT PROPAGANDA. CATAPULTED OUR TACTICS ASSETS. US IN FRONT THAT MAINTAIN A BUZZ IN POPULAR OF THE CULTURE. WORLD’S WRITING THINGS EYES. 17 COMMON GOAL BRAND PLAYBOOK WORTH READING AND DOING THINGS WORTH TWEETING. 19 COMMON GOAL BRAND PLAYBOOK 18 COMMON GOAL BRAND PLAYBOOK 20 COMMON GOAL BRAND PLAYBOOK COMMON GOAL 01. A FIGHT BUILDING OUR MOVEMENT A 1.FIGHT WE HAVE A MISSION. CHANGE FOOTBALL FOR GOOD. BECAUSE TO Football is the beautiful game. It stands alone TAKEin its wealth andA influence. STAND But that growth has come at a cost, with many peopleWE increasingly NEED disengaged from the rabid commercialisation, pampered players and mindTO boggling MAKE economics. Football’sA veryCHANGE success is down to its innateSMALL appeal. It’s our global language. Our universal religion. So, what if that could be channeledENOUGH towards using the gameTO as a force WINfor positive socialBUT change? BIG What if we could fight for a world where footballENOUGH is seen as a force for good?TO MATTER. 15 COMMON GOAL BRAND PLAYBOOK COMMON GOAL 02. AN ACTION AN ACTION Our brand invites everyone to be part of the solution. Players, managers, fans and even clubs pledge 1% of their salary or revenue to programmes that use football as a vehicle for change. It’s the game’s chance to give back to a world that has given it so much. COMMON GOAL 03. RALLYING CRY ABUILDING RALLYING OUR MOVEMENT 3. WE HAVE CRYA RALLYING CRY. OUR Our call to arms acts as our statement of intentCALL - appearing TO everywhere ARMS as our our signACTS off and #hashtag. AS OUR #JOINTHETEAM STATEMENT OF INTENT. THE WORDS THAT WILL BECOME OUR SIGN-OFF AND #HASHTAG. 17 COMMON GOAL BRAND PLAYBOOK COMMON GOAL 04. A SYMBOL A SYMBOL We didn’t just give the movement an identity – the ‘M-zag’ from our word mark provided a symbol of belonging. Players, fans and organisations alike could show they are part of the movement once they sign up to this unique ’second club’. Before long, World Cup winners Juan Mata and Mats Hummels were donning our new kit, and players could adopt the colours and iconography to spread the fame of the movement. COMMON GOAL 05. A MINDBOMB A MINDBOMB We got the team in front of 42 million football fans through a partnership with EA Sports. Football is an incredibly cluttered landscape. But by choosing to represent Common Goal in the Fifa 19 video game, we engaged fans on their own terms. Every fan had the chance to represent Common Goal and learn more about the football for good movement. COMMON GOAL 06. PROPAGANDA PROPAGANDA A range of tactics have been employed to maintain a buzz in popular culture. A constant stream of social announcements, player visits to the communities they’ve helped and long-form content. Jugen Klopp even used his Fifa Manager of Year acceptance speech to announce he’d signed up. COMMON GOAL 07. ALLIES ALLIES Common Goal’s members pledge 1% of their earnings to a central fund which is allocated to high-impact organisations that harness the power of football to advance the UN SDGs. The power of our brand has also attracted a range of commercial supporters, including Santander, Deloitte and EA. SEVEN STEPS 01. A FIGHT 02. AN ACTION 03. A RALLY CRY FOR PURPOSE #JOINTHETEAM 04. A SYMBOL 05. A MINDBOMB 06. PROPAGANDA 07. ALLIES 1035 members 1.2 billion media impressions 98% awareness in the game $4m donated to football for good TM.