denyse guy executive director - aciamericas.coop · denyse guy executive director. co-operative...
TRANSCRIPT
![Page 1: Denyse Guy Executive Director - aciamericas.coop · Denyse Guy Executive Director. Co-operative Identity in Canada Identity is the central component of the Blueprint for a co-operative](https://reader033.vdocument.in/reader033/viewer/2022052719/5f06e7bf7e708231d41a51a9/html5/thumbnails/1.jpg)
Denyse GuyExecutive Director
![Page 2: Denyse Guy Executive Director - aciamericas.coop · Denyse Guy Executive Director. Co-operative Identity in Canada Identity is the central component of the Blueprint for a co-operative](https://reader033.vdocument.in/reader033/viewer/2022052719/5f06e7bf7e708231d41a51a9/html5/thumbnails/2.jpg)
Co-operative Identity in Canada
Identity is the central component of the
Blueprint for a co-operative Decade
![Page 3: Denyse Guy Executive Director - aciamericas.coop · Denyse Guy Executive Director. Co-operative Identity in Canada Identity is the central component of the Blueprint for a co-operative](https://reader033.vdocument.in/reader033/viewer/2022052719/5f06e7bf7e708231d41a51a9/html5/thumbnails/3.jpg)
Strategic Plan: Identity
• CMC Strategic Plan alignment;
• Need for national identity / unique brand;
• Worked with ICA to align ICA marque and CMC brand
![Page 4: Denyse Guy Executive Director - aciamericas.coop · Denyse Guy Executive Director. Co-operative Identity in Canada Identity is the central component of the Blueprint for a co-operative](https://reader033.vdocument.in/reader033/viewer/2022052719/5f06e7bf7e708231d41a51a9/html5/thumbnails/4.jpg)
Brand Alignment
• The Marque
• CMC Logo
![Page 5: Denyse Guy Executive Director - aciamericas.coop · Denyse Guy Executive Director. Co-operative Identity in Canada Identity is the central component of the Blueprint for a co-operative](https://reader033.vdocument.in/reader033/viewer/2022052719/5f06e7bf7e708231d41a51a9/html5/thumbnails/5.jpg)
Different Purposes and Rules
• The ICA marque is for all co-operatives;
• The CMC logo is a trademark and not shared;
• CMC actively promotes the adoption of the ICA marque in Canada.
![Page 6: Denyse Guy Executive Director - aciamericas.coop · Denyse Guy Executive Director. Co-operative Identity in Canada Identity is the central component of the Blueprint for a co-operative](https://reader033.vdocument.in/reader033/viewer/2022052719/5f06e7bf7e708231d41a51a9/html5/thumbnails/6.jpg)
How do we use the marque?
![Page 7: Denyse Guy Executive Director - aciamericas.coop · Denyse Guy Executive Director. Co-operative Identity in Canada Identity is the central component of the Blueprint for a co-operative](https://reader033.vdocument.in/reader033/viewer/2022052719/5f06e7bf7e708231d41a51a9/html5/thumbnails/7.jpg)
Applications• Email signatures (thousands of impressions)
• National Co-op Week branding
• Special promotional items (web store with a whole series of products)
![Page 8: Denyse Guy Executive Director - aciamericas.coop · Denyse Guy Executive Director. Co-operative Identity in Canada Identity is the central component of the Blueprint for a co-operative](https://reader033.vdocument.in/reader033/viewer/2022052719/5f06e7bf7e708231d41a51a9/html5/thumbnails/8.jpg)
Marketing
• CMC is promoting co-op registrations of the marque as part of our national celebrations.
![Page 9: Denyse Guy Executive Director - aciamericas.coop · Denyse Guy Executive Director. Co-operative Identity in Canada Identity is the central component of the Blueprint for a co-operative](https://reader033.vdocument.in/reader033/viewer/2022052719/5f06e7bf7e708231d41a51a9/html5/thumbnails/9.jpg)
Registered Canadian Co-ops
• In Canada – 133 co-ops (August 2015)
• Internationally – 1333 co-ops in 18 months
• Rate of growth – 75 per month internationally
• Momentum is building
![Page 10: Denyse Guy Executive Director - aciamericas.coop · Denyse Guy Executive Director. Co-operative Identity in Canada Identity is the central component of the Blueprint for a co-operative](https://reader033.vdocument.in/reader033/viewer/2022052719/5f06e7bf7e708231d41a51a9/html5/thumbnails/10.jpg)
Internationally
![Page 11: Denyse Guy Executive Director - aciamericas.coop · Denyse Guy Executive Director. Co-operative Identity in Canada Identity is the central component of the Blueprint for a co-operative](https://reader033.vdocument.in/reader033/viewer/2022052719/5f06e7bf7e708231d41a51a9/html5/thumbnails/11.jpg)
Challenges of a shared Identity
• Buy in / acceptance
• Brand confusion
• Regulation and control
![Page 12: Denyse Guy Executive Director - aciamericas.coop · Denyse Guy Executive Director. Co-operative Identity in Canada Identity is the central component of the Blueprint for a co-operative](https://reader033.vdocument.in/reader033/viewer/2022052719/5f06e7bf7e708231d41a51a9/html5/thumbnails/12.jpg)
Outlook in Canada
• A long term project
– Ethical alignment
– Growth of the movement
– Public awareness of the co-op difference