Transcript Rebranding UNDP - JPO Service Centre

Bringing the New UNDP
Brand to Life
May 2002
Global solutions to global problems
From politics to security to public health, from crime to the
environment, a growing agenda of development issues can no
longer be managed within the boundaries of any single nation.
Global and national coalitions for action are emerging centered
around the United Nations’ indispensable role. The UN can bring
together governments, civil society, multinational corporations and
multilateral organizations—coming together around particular issues
of concern and looking for innovative ways to address them.
Mark Malloch Brown
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A consensus is emerging
Anti-poverty
Sustainable human development
Governance/enabling environment/capacity
National ownership
“The World Bank is becoming UNDP and UNDP is
becoming… what?”
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What will a new brand do for UNDP?
 Clarify role, differentiate it among agencies in
the new development context
 Formalize the organization’s new character
while affirming core values
 Facilitate further progress
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What is a brand?
Brand = reputation
Reputation = promise + performance
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Why branding matters
Coherent
Provides a clear and simple (not simplistic)
context for all communications
Distinctive
Creates preference
Aspirational
Leads the organization into the future
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Building a Brand
Foundation
=
Brand Positioning
Framework
=
Brand Attributes (Character)
Bricks
=
Client Interactions & Messages
Mortar
=
Corporate Culture
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Positioning is the core of the brand
What distinguishes us from others in our field?
A strong positioning must be:
 Relevant to audience needs
 Credible for the institution
 Differentiated from the competition
 Sustainable over time
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Positioning UNDP: the bad and the good news
“I don’t understand precisely what UNDP does.”
“They don’t have the money to be effective.”
“They are too close to governments.”
“Virtually anything UNDP can do, the World Bank can do better.”
But…
“UNDP does a heroic job of trying to achieve donor coordination.”
“The Human Development Report is a flagship product that makes good use
of the UN’s legitimacy. The World Bank could never produce that.”
“Only UNDP can….”
“It has to be UNDP…”
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UNDP Brand Strategy
Strong UN association…
Balanced with independent identity
Positioning rests on how UNDP delivers…
Brand by the “how,” not the “what”
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Sample of Preliminary Positioning Concepts
Partner for change
Trusted advisor
Capacity builder
Connector
Network
Facilitator
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UNDP Positioning Statement
UNDP is the UN’s global network to help people meet their
development needs and build a better life. We are on the ground in
more than 180 countries and territories, working as a trusted partner
with governments, civil society and the private sector to help them
build their own solutions to global and national development
challenges.
Our UN identity ensures our neutrality and our respect for each
country’s control over its own future. Our commitment to development
makes us advocates of change and our wide, decentralized presence
keeps UNDP close to development issues, resources and thinking.
Countries draw on the knowledge not just of the people of UNDP but
also of our broad circle of partners, together encompassing a world of
development experience.
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What does “Network” mean?
An interconnected group or system
A fabric or structure
A supportive system of sharing information and
services among individuals and groups having a
common interest
Connected over a large area
Coordinated; purposefully arranged
Widely distributed
Examples: human nervous system; the Internet
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What does “Network” mean?
Other UN
CO
NGO
CO
Donor
CO
CO
CO
CO
HQ
SURF
HQ
CO
CO
SURF
CO
CO
CO
CO
CO
CO
CO
Government
THIS
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THIS
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Many facts support our new positioning
 Present in almost every developing country—more than any other
development organization.
 Chair of UNDG, Campaign Manager and Scorekeeper for MDGs
 Coordinator role rooted deep in our 50-year history and culture
 COs communicate directly with each other and with other agencies—not
just through HQ—to access resources and thinking from around the world
 RRs play unique role in promoting cooperation and collaboration among
all members of the UN system
 New knowledge networks in six global practice areas
 Global and national HDRs gather information from many sources,
authoritatively assess the status and goals of human development.
 Other…
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Key Attributes of UNDP
Trusted
(UN neutrality: client countries are in charge)
Effective
(active, close to the issues, quickly links problems
to solutions)
Knowledgeable and Connected
(knows the answers or can connect to the right
resources to find them anywhere in the world)
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What does this mean for our culture?
What will we do differently?
• We are one organization, not 135
• We must all act as communicators
• We must make the most of our common
connections
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Applying the brand to communications
UNDP’s new positioning is evolutionary, not revolutionary:
it grows from UNDP history and field-driven culture.
But it offers a new emphasis to match new global needs:
• Describe activities in terms of the whole network
• More strongly express connections between country offices or
programs and other parts of the network
• Not a passive grid or pool of knowledge but an active, dynamic,
interconnected system for capturing best practices from North or
South and delivering them wherever needed
• Both an advocacy network (country and global) and a capacity
development network
• Stress how UNDP coordinates and draws upon different
sources of knowledge and resources
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Applying the brand: Fact Sheet example
Current:
“UNDP focuses on outside actors, including non-governmental
organizations and the media, that can impact the legislative process. In
Indonesia, UNDP supported the establishment of a Media Centre inside the
National Assembly….”
Suggested:
“UNDP’s experience around the world has taught us the importance of
connecting outside actors, including non-governmental organizations and
the media, with the legislative process. In Indonesia, UNDP applied lessons
learnt in other countries to support the establishment of a Media Centre
inside the National Assembly….”
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Applying the brand: Practice Description example
Crisis Prevention and Recovery (draft in progress)
Many countries are increasingly vulnerable to violent conflicts or natural
disasters that can erase decades of development and further entrench
poverty and inequality. Through its global network, UNDP seeks out and
shares innovative approaches to crisis prevention, early warning and conflict
resolution. And UNDP is on the ground in almost every developing
country—so wherever the next crisis occurs, we will be there to help
coordinate international assistance and bridge the gap between emergency
relief and long-term development.
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Applying the brand: new standard description
(Draft in progress)
UNDP is the UN’s global development network, advocating for change,
seeking out and sharing best practices, and helping people build a better
life. We are on the ground in more than 180 countries and territories,
helping them create their own solutions to global and national development
challenges. As they develop their local capacity they rely on UNDP for our
own knowledge and resources and for access to our wide range of partners.
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Brand Launch Milestones
Internal branding presentations
In progress
Update Branding Website
In progress
Branding toolkit printed & posted on Web
Week of June 3
Train HQ-based brand presenters
Week of June 3
Replace logo on Website (on embargo)
Week of June 3
MMB video to staff
mid-June
Messages developed at all levels
June-July
Publications & launch HDR, IAR
July 24
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Bureau/CO Action Plan
What does this mean to our audiences (internal/external)?
• What are their special needs?
• How can we bring the brand to life for them?
• What are the benefits to them?
• What is the emotional content?
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An opportunity and a challenge
Opportunity:
 Exciting time: Afghanistan, Nobel Prize
 Reach out to all constituencies
 It’s about the positioning, not the logo
Challenge:
 Convey what has changed and what has not
 Translate into audience benefits
 Achieve consistency
 Clarify, educate and inspire
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If the new UNDP brand is…
Associated with real improvements and benefits…
Understood and communicated by managers…
Embraced by staff in the field and at HQ…
Implemented strongly and consistently…
Then the “mortar” grows stronger…
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Then the new UNDP brand will succeed
It will symbolize the organization’s progress,
provide a rallying point for its people,
and inspire still greater achievements on behalf of
human development.
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