Polishing & Re-Cutting

1. Polishing & Re-Cutting GEM Our local collective giving program

2. Roderick Mackin writer brand strategist message architect

3. Writer – shuffles words around Brand Strategist - creates a plan that uses a set of tactics to achieve a branding goalMessage Architect – designs the formal relationships between brand elements

4. So what have I done for you lately?

5. WINNING the CHURCH GAME Ven. Dr. Angus Hogmanay

6. ARTABAN IDYLL ARTABAN IDYLL Music for Inner Humming THE TACET MONOTONIC ENSEMBLE

7. MY WHAT A LOVELY BUNDT CAKE Dialogues with Lutherans Rev. Cookie Baker FORTRESS

8. The Legend of St. Mulligan the Forgiver - Golf’s Patron Saint The New Clubhouse: Musty Sporran Public Golf Links

9. WHISTLING IN THE DARK WHISTLING IN THE DARK A HISTORY OF ANGLICAN MARKETING IN CANADA By Canon Fodder

10. Time to get serious

11. about branding

12. What is a brand?

13. FIRST A brand is not a logo

14. SECOND A brand is not an identity

15. FINALLY A brand is NOTa product, service or organization

16. So what exactly is a brand?

17. A brand is your gut feeling about a product, service ororganization.

18. brands are defined byindividuals not companies, markets or publics

19. It’s agutfeeling because we are emotional, intuitive human beings

20. People respond to brands and are hungry to make a difference

21. They desire to connect with meaning

22. They give to whom they trust.

23. In other words..

24. It’s not what wesay, it’s

25. what they say it is

26. Successful branding is about earning, developing and keeping trust

27. HUGE INSIGHT

28. We(the Church)invented branding

29. We have the most recognisable brand identity on the planet

30. We underestimate the appeal of our image

31. Re- namingour collective giving program creates opportunities to leverage our unique brand characteristics

32. Encourage positive awareness

33. Generate positive media coverage

34. Develop new donor destinations

35. Our collective local giving program has a powerfulvalue proposition

36. What’s a Value Proposition? A set of benefits - including functional, emotional + self – expressive benefits

37. Collective Local Giving Benefit Set Anglican values. Anglican volunteers.Start-up funding for viable and sustainable frontline missionsIdentifies and nurtures projects that respond to the greatest need.Costs are met by diocese - 100% $$$ given reaches those who need it most

38. WANTED an namethat works No Clichés,Acronyms ,Vague Thematic PhrasesorCheesy Churchy etc.

39. WHAT’S IN A NAME?depth of meaningdistinctivenessmemorabilitybrevityease of spelling & pronunciationlikabilityappropriatenessextendibilityrelevancesearchability

40. Tzedakah

41. Tzedakah is the Hebrew word referring to the religious obligation to perform charity. Meaning transcends charity to embrace justice, fairness and righteousness . The highest form is to give a gift, loan, or partnership that will result in the recipient supporting himself instead of living upon others. Tzedakah is performed regardless of financial standing, even by poor people.

42. What should we call our tzedakah?

43. Name Checklist communicate clearly invite participation trigger emotion suggest action fit context searchability

44. All marketing is teaching - teachers behaviourally state their goals.

45. What do I want my learners to do?

46. care + share

47. care +share

48. care + share

49. care+share

50. care + share rationale: semantic versatility: word elements are both nouns and verbs a lively copy platform.directness: there is no ambiguity. the program name is also a slogan and a call to action.outside the tent resonance (consumer appeal)