Brand Strategy Blueprint€¦ · 6 Key Messages Architecture 7 Word Descriptors 8 Executives Bios 9 Press Release Boilerplate 10 Elevator Pitch . WIM Brand Strategy Blueprint / 5

WIM Brand Strategy Blueprint / 1

Brand Strategy Blueprint


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Define the WIM Brand Strategy in alignment with both Programme and WIM aisbl strategies

Communicating the Missions to the Targeted Audiences

Communicating Consistently

As Communication Guidelines

As a Communication Checklist

The role of WIM’s Brand Strategy Blueprint


Programme


1 Mission

2 Vision

3 Values

4 Beliefs

5 Tagline

6 Key Messages Architecture

7 Word Descriptors

8 Executives Bios

9 Press Release Boilerplate

10 Elevator Pitch


1 MissionYour mission statement is a precise definition of what your organization does on a daily basis and what you want to accomplish.

• A mission statement defines the purpose of the brand/organisation• Avoid self-serving Missions Statement (Becoming the number 1 in the sector)• State what you are going to do for your target audience, both rationally and emotionally (powerful, motivating promises and clarity - Deep human needs serve as a reasonable surrogate for target audience input)• Keep it as short as possible (Avoid long meandering sentences that try to include everything)• Choose your doing words carefully• Avoid repetition and contradiction

Create a list of points of superiority – select the provable one – Prioritize them.

EXEMPLE - (ASPCA) “To provide effective means for the prevention of cruelty to animals throughout the United States.”

EXEMPLE - (Digital Camera Ltd)Rational:Captures, stores and records imagesEmotional:Reflects your unique artistic vision


3 2 1 Unite Wine Sector

Unite the wine sector to fight against alcohol related harm

Social Responsibility MovementOrganize the wine business under the WIM programme to fight against alcohol related harm and reinforce wine as an

enduring cultural and culinary symbol.

Empower wine professionals and promote responsible business practices

Vocational Education Train professionals to raise knowledge and competences on wine, health and social aspects.

Responsible Commercial Communication Promote and implement good practices to integrate moderation and responsibility in the wines’ commercial communication.

Scientific DocumentationFacilitate scientific dialogue on wine, health and social aspects and make available relevant robust scientific information.

Reinforce responsible wine drinking patterns as social and cultural norm, by spreading the WIM message

Consumer Information Make available and accessible evidence based information, to raise awareness and knowledge on appropriate wine drinking patterns and on the impact of harmful and hazardous drinking

Public Campaigns Build on the wine culture to reinforce responsible wine drinking patterns as social and cultural norms, compatible with healthy lifestyle

Empower Professionals

Reinforce Responsibility

WIM Programme Mission


2 VisionWhat is your ideal preferred future? Where will my organization be in the long term?

Your vision is the End State.• It draws on the beliefs, mission, and environment of the organization• It describes what you want to see in the future• It is positive and inspiring• It does not assume that the system will have the same framework as it does today.

Should reflect what you want the brand to stand for in the future, not just what it stands for today.Needs to be short and memorableCreates a picture in the mindNeeds to sum up the heart, soul and spirit of your brandNot a taglineA brand vision wants to make the world a better place (always out of reach)

EXEMPLE - (Coca Cola)“Be a great place to work where people are inspired to the best they can be”.


WIM Vision

Wine Culture always inspiring well-being


3 Values


Cooperation We are friendly and open and we built partnership to reach our common goals

AccountabilityWe report our actions and we evaluate our performance seeking our continuous improvement

Moderation As communicators of the Responsibility and Moderation we are committed to embrace them in our practices

CredibilityWe are persistent in providing high quality services and tools based on sound scientific evidences.

DiversityWe respect and celebrate diversity and we adapt to cultural needs to provide specific solutions for specific problems

WIM Values


4 Beliefs


• Wine is integral to many lifestyles and cultures across the world;

• The wine sector and its industries, brings an invaluable economic, social, agricultural and environmental contribution to our societies and countries;

• The quality products that the wine sector produces incite moderate consumption patterns: only by savouring it moderately and slowly, its complex flavours can be fully appreciated and enjoyed;

• Responsible consumption patterns of wine are perfectly compatible with a healthy lifestyle;

• While for the majority of consumers wine products represent a pleasurable beverage to be enjoyed in moderation, a minority abuse alcoholic products in ways that are damaging to themselves and that can harm others around them;

• Responsible and moderate consumption of wine must be promoted: wine is only appreciated to its fullest in moderation.

WIM Beliefs


5 TaglineA short, punchy, memorable phrase that you can use in advertising and on organization materials.Could accompany your logo at all times, and be a part of it.Not a descriptive sentence. It is not a campaign slogan. When the campaign ends, the slogan goes away.

EXEMPLE - (Nike)“Just do it”


WIM Programme/Campaign Tagline

Wine, only appreciated in moderation

Wine, a taste for moderation

Wine, a culture of moderation

OTHER

Be responsible. Drink in moderation(Seja responsavel.Beba com moderaçao)(PT)

Quien Sabe Beber, Sabe Vivir (ESP)


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Key Messages Architecture

WIM Programme Key Audiences

WIMProgramme

Wine Drinkers

National & International Authorities

Media &KOL

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WIM Brand Strategy Blueprint / PB

WIMProgramme

Members

Partners

Wine Lovers & Ambassadors

National Companies

Wine Value Chain

Retail/ Horeca

Academics

Wine Communicators

Wine Professionals

Wine Regions

CEEV

ProgrammeMembers

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(external) (internal)


Why become a WIM programme member?

Joining WIM programme will help you to:

• Develop the necessary knowledge and expertise to plan and implement a structured Wine in Mod-eration program at a national (Associations) and a corporate (Economic actors) level and make a concrete and effective contribution to your society while helping your national and international authorities and policy makers to better tackle alcohol-related problems in your respective country.

• Actively participate in the wine sector social responsibility international network of excellence, widely appreciated by all relevant stakeholders.

• Be part of the decision-making process of the WIM program and participate in all WIM technical committees ,work shops, activities & events

• Increase your brand equity by associating with the Wine in Moderation – Art de Vivre message.

• Widely communicate your WIM social responsibility activities and your national art de vivre stories (Wine Culture) through WIM communication tools (website, social media tools, events, official an-nual report) reaching consumers, wine professionals and decision makers across the world.


UNITE EMPOWER REINFORCE

InternalMembers X X

Partners X

External

Wine Drinkers X

N & I Authorities X X X

Media & KOL X X

Programme communication mixMission + Audiences


7 Word Descriptors

Take into consideration what you do and for who you do it.Use the same descriptors everywhere to ensure consistency and clarity.This assures the organization that any employee or partner have at their disposal consistent descriptors for all communication materials.


Word Descriptors

Wine

Message

History Commitment Accountability EU

Agriculture Movement Information Alcohol & Health Gastronomy Responsibility Well-being

Moderation Art de Vivre Culture Business Credibility Policy Culinary Balance

Environment

Approach-Action

Cooperation

Science

Self-Regulation

Healthy

Enjoyment

Lifestyle

Appreciation

Respect

Education

Regulation

Authorities

Stakeholders

Heritage

Identity

Religion

Local

Conviviality

Taste

Food

People

Unique

Social Responsibility

Common Partnership

Restriction

Region Information Exploration Tourism Campaign Know-how Results

Natural Harm Pleasure Diversity Programme Coordination Dialogue

Sustainability

Contribution

Tradition

Norms

Risk

Guidelines

Limits


8 ExecutivesBios

A short, one-paragraph biography for each ley executive that you can use on the website or for introductions at speaking engagements.


George SANDEMAN WIM aisbl President

George Sandeman is responsible for Institutional Representations and Public Relations of Sogrape Vinhos, including Press Office and Wine Educa-tion, and has several institutional roles in the wine sector. He is President of Wine in Moderation Aisbl at Brussels, in charge of the EU Wine Sector program to encourage the culture of Moderate and Responsible Consumption of wine, as well being as an expert member of Commission IV Safety and Health of OIV in Paris, among other responsibilities.(draft)


Ursula FRADERA WIM aisbl Vice PresidentWIC Scientific Coordinator

Ursula Fradera is a nutritionist and works for the Deutsche Weinakademie (DWA), where she is responsible for the coordination of scientific studies, the organization of seminars for health professionals, media relations and the mainte-nance of a scientific database on wine. She also attends international conferences and meetings as a speaker. Previously, she was in charge of implementing public health nutrition programmes in Vancouver, and lecturer of Human Nutrition courses at the University of B.C., Canada.

In the WIM aisbl Board, Ursula represents the WIM National Associations and she is also the scientific coordinator of the Wine Information Council.


Noelie GENEVEY WIM aisbl Treasurer

??????


Stylianos FILOPOULOS WIM aisbl Director

Stylianos Filopoulos is the Director of the Wine in Moderation-Art de Vivre (WIM) Aisbl, responsible for the general management of the Association. He has been with the WIM from the very begin-ning working both at national and international level. He holds three different academic degrees, in Food Technology, European Studies and Wine Management. He was worked in various position and countries in the wider agro-food sector in both industry and institutes and has visit more than 20 countries around the world studying and understanding wine cultures and markets.(draft)


Nadia FRITELLAWIM aisbl Communication & Event Manager

Nadia is responsible for the association’s communication activities and events. She holds a Master in Corporate Communications and an advanced Master in the “Interdisciplinary Analysis of European Integration”. Following a period of travelling abroad and traineeships in the EU Institutes and Associations, she joined WIM on 2013.


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Press ReleaseBoilerplate

Standard boilerplate language at the end of each press release. It has the aim to offer to the media a short background of your organization (year of foundation, awards, where to find you…)


Press Release Boilerplate

About Wine in Moderation - Art de Vivre

Wine in Moderation – Art de Vivre (WIM) Programme launched in 2008 by the European wine sector, is the tangible and measurable contribution of the wine business community to reinforce responsible drinking patterns as a social and cultural norm. WIM is a common programme centrally coordinated and implemented nationally, with the capacity to adapt into local needs respecting cultural diversity and regional identities.

The Wine in Moderation – Art de Vivre (WIM) aisbl the association that coordinates the WIM programme and expand its reach in Europe and beyond.

For more information please contact http://www.wineinmoderation.eu


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Elevator Pitch

It is used anytime you speak in public about your organization (networking).You have so many floors to give a clear answer to: “what does your organization do?”Use words you are comfortable and convey passion and excitement.

Start with an overall proposition sentence.Present three most important benefits you offer.Show a proof point for each capability.End with a one-sentence summary. (Why not use your tagline?)


Aisbl


1 Mission

2 Vision

3 Values

4 Beliefs

5 Tagline

6 Key Messages Architecture

7 Word Descriptors

8 Executives Bios

9 Press Release Boilerplate

10 Elevator Pitch


1 MissionYour mission statement is a precise definition of what your organization does on a daily basis and what you want to accomplish.

• A mission statement defines the purpose of the brand/organisation• Avoid self-serving Missions Statement (Becoming the number 1 in the sector)• State what you are going to do for your target audience, both rationally and emotionally (powerful, motivating promises and clarity - Deep human needs serve as a reasonable surrogate for target audience input)• Keep it as short as possible (Avoid long meandering sentences that try to include everything)• Choose your doing words carefully• Avoid repetition and contradiction

Create a list of points of superiority – select the provable one – Prioritize them.

EXEMPLE - (ASPCA) “To provide effective means for the prevention of cruelty to animals throughout the United States.”

EXEMPLE - (Digital Camera Ltd)Rational:Captures, stores and records imagesEmotional:Reflects your unique artistic vision


1 2 3 Coordination(Ex: WIM2C and WIMdeliver)

Provide guidance and tools to facilitate and improve the performance and the impact of the WIM programme

Working Committees (Communication, Self-Regulation Education, Science)

Measure, evaluate and communicate on the performance and the impact of the WIM programme.

Working Committee (Accountability)

Expand the reach and impact of WIM Programme by recruiting new key actors and building partnerships

Working Committee (Growth)

Accountability(Ex: WIMaware and WIMdeliver)

Growth

WIM Association Mission


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Key Messages Architecture

International Organisations

(OIV)

Wine Sector

Stakeholders Wine Sector

Large Consumer

WIMaisbl

European Organisations

(EC, EP, EU Alcohol Strategy, CNAPA, RAHRA)

National Organisations

(EC, EP, EU Alcohol Strategy, CNAPA, RAHRA)

Direct (Wineries)

Workplace(Companies)

Indirect(Other

Profesionals)

Media

NGOs, Academia

Retail, HORECA

Key Opinion Leaders

WIM aisbl Key Audiences

WIM Ambassador Companies

CEEV

WIM Programme

Partners

WIM ProgrammeMembers

WIMaisbl

WIN NationalCoordinators

PotentialPartners

PotentialMembers

(external) (internal)


Why become a WIM aisbl member?

• Be part of the wine sector’s global social responsibility movement

• Capitalise on existing successful tools and approaches

• Learn from our experience

• Be part of the decision making

Be a credible stakeholder, be part of the solution


Quotes

“The campaign literature is informative. It’s colourful. It’s appealing. It gets across important facts about the dangers of heavy drinking – without taking a “preaching” tone of the sort which might encourage rather than discourage an irresponsible approach to alcohol. It also gets across the point that wine is a “health issue” in a positive sense, not just a negative sense.”

Commissioner Mariann Fisher Boel, DG AGRI WIM Launch Event Brussels, 18th March 2008.


Quotes

“Wine in Moderation, Art de Vivre” and its ongoing implementation has been mentioned by SANCO as 1 of 5 good examples of commitments (among a total 108 commitments submitted by 60 stakeholders...) - “A programme that combines mobilisation, development of self-regulation of commercial communications and moderation education directed to the general public.”

Robert Madelin, Former EC - DG SANCO


Quotes

“27. Welcomes initiatives such as the ‘slow food’ movement, which helps to engender general public appreciation of the social and cultural importance of food, and the ‘Wine in Moderation’ initiative, which promotes a lifestyle and a level of alcohol consumption associated with moderation.”

European Parliament resolution of 12 March 2014 on the European gastronomic heritage: cultural and educational aspects (2013/2181(INI))


Quotes

“Wine in Moderation – Art De Vivre Commitment 2011-2013 Monitoring Report to EAHF reached excellence by receiving the highest possible score of 100% from the EAHF external evaluators.”

Monitoring the EAHF - Mileu LtdAnnual report 2014 – Individual feedbacks

Thank Youwww.inextremis.be

Documents

Brand Strategy Blueprint€¦ · 6 Key Messages Architecture 7 Word Descriptors 8 Executives Bios 9 Press Release Boilerplate 10 Elevator Pitch . WIM Brand Strategy Blueprint / 5