� FINAL PROJECT �
� Beatriz Prioste Frederike Rohr Clara Rosales �
INDEX Context � Problem Statement � PART ONE Analysis of AFLI and Brand Architecture Why Rebranding • Positioning Map • Competitor Analysis • Logo Discussion • Final Logo • External Stakeholder Map • Internal Stakeholder Map • Messages to key Stakeholders • Leadership Model Propositions • Value Proposition • Mission & Vision • Values • PART TWO Network Analysis and Recommendations Presence of Tutu Fellows in Africa (2006-2014) • First Approach: Interviews to Tutu Fellows • Survey • Code of Conduct • Benchmarking other Institutions • Implementation Plan • Recommendations •
CONTEXT • AFLI is a not-for profit organization founded in 2003 � • Desmond Tutu is the Patron of the Organization � • Aims to build the capacity and capability of leaders from multi-sectors across � Africa � • Tutu Fellowship Programme is the Flagship programme � • Creating a strong Network of Leaders who are united by their values and � commitment to positively transforming the African continent � • Leaders for Change is the regional programme. � • There are 200 Tutu Fellows in Africa. �
� PART ONE � Analysis of AFLI &Brand Architecture � �
PROBLEM STATEMENT • � The African Leadership Institute (AFLI) needs to design a Rebranding Strategy establishing coherence in their image and raising awareness among their Stakeholders as well as general public. • � The AFLI needs to implement a strategy to strengthen the Alumni Network, especially for the Tutu Fellows, high potential leaders across the African Continent. �
WHY REBRANDING AFLI? • AFLI is not the first entry in the results of Google search engine when searching for leadership in Africa. � • AFLI cannot be misunderstood or confused with some of its competitors. That is why the acronym AFLI has to be a part of the corporate identity. � • When it comes to accepting this new identity, coherence has to be established and prioritised. It’s not possible that the internal documents mention AfLI and the emails and website indicates “alinstitute”. � • We listed the competitors and analysed their differences and similarities concerning: name, focus area, target group, trademarking and proximity to AFLI. The acronym will permit stand out from competitors. � • Visual Reasons � • Benchmarking : ALI is already been trademarked in the USA as “African Leadership Institute”; it is not been recognised in South Africa, although the African Leadership Academy and Thabo Mbeki are also recognised as ALI, whereas AFLI is available.
COMPETITOR ANALYSIS Research We researched intensively African and International organizations that deal with leadership training and considered their target, programmes, and type of organization. We selected the organizations that are closer to AFLI regarding the aspects mentioned above and analyse them in a comparative Analysis way . Extracting similarities and differences that allow us to better understand AFLI and its core purpose. � We considered the most relevant competitors and drew a document where they are analysed and presented . � Conclusion � C
POSITIONING MAP Target 0-50 Brand Awareness
POSITIONING MAP: NETWORKS
COMPETITORS LOGOS & PREVIOUS AFLI LOGO
COLOUR RESEARCH & INSPIRATION
AFLI LOGO REVOLUTION
AFLI LOGO REVOLUTION II
AFLI LOGO EVOLUTION
FINAL OPTIONS � 16
FINAL LOGO • � The feedback on the revised logo was as follows: The people looked like paint dripping down a wall and pulled the image downwards it was perceived as negative not uplifting. It looked too much like an NGO, no subtlety or sophistication. � • � Colour: the colour should be the exact replica of that which is bestowed upon the Archbishop – the highest call of leadership. It is an ancient colour and synonymous with leadership (See Annexe III) � • � A complete circle represents a Seal- a stamp of approval: It supports the ideology of a network/ community, has a stronger standing and higher recognition. Gives the sense of a strong community of young leaders operating in a global context, as well as a sense of belonging (Tutu Alumni Network) � • � ALI: already being used, and over used. AFLI is yours, hold on to it and use it coherently in all forms of communication � � 17
AFLI EXTERNAL STAKEHOLDER MAP
AFLI INTERNAL STAKEHOLDER MAP
MESSAGES TUTU FELLOWS COMPETITORS SPONSORS AFLI believes that without The Tutu Leadership AFLI is the premier pan- visionary, strategic and F e l l o w s h i p i s a african leadership Institute ethical leadership across i n A f r i c a , u n d e r t h e p r e s t i g i o u s , l i f e all sectors of society, p a t r o n a g e o f t h e c h a n g i n g a w a r d A f r i c a ’ s d r e a m s o f Archbishop Desmond Tutu. given to the highest transformation will be W i t h o v e r 1 0 y e a r s calibre of leaders form stifled. By investing in the experience, it has honed its across the continent skill in selecting the cream Archbishop Desmond e a c h y e a r . of Africa’s leaders from T u t u L e a d e r s h i p U n d e r p i n n i n g t h e across all sectors of society. Fellowship, which builds l e a d e r s h i p Its distinct methodology, is the capacity and experiential in nature and methodology and capability of the highest focuses on self awareness alumni network are calibre of young leaders a n d p e r s o n a l the values and ethos from across the continent development, it is aligned demonstrated by the and diverse sectors, who to and works in partnership continue to engage with Arch Bishop Desmond with Oxford University. The one another for life Tutu, an Icon of moral values of moral leadership through an interactive a n d e t h i c a l m o d e l l e d o u t b y t h e alumni network focused leadership. Investment Archbishop Tutu are at the on developing solutions heart of the Institute. After in these high potential for Africa's challenges, t h e r i g o r o u s t r a i n i n g l e a d e r s w i l l r e a p w i l l y i e l d e n o r m o u s programme, AFLI supports significant economic, dividends for Africa. Your and facilitates the alumni s o c i a l , p o l i t i c a l , network to collaborate with funds will go along way e n v i r o n m e n t a l , each other to develop to securing the legacy of technological rewards African solutions for Africa's the Arch Bishop Desmond for the transformation challenges. Tutu, an icon of moral of Africa. leadership.
LEADERSHIP MODEL EVOLUTION I
LEADERSHIP MODEL EVOLUTION II ������������������������� ������ ������ � � �������������� ������������������� ������������������� �������������������� ���������� ������������������ ���������� ������� ����� � � ������������������ ������������������� ����������������� ������������������ ����������������������� �������������������� ������������������ ��������� �������������� ������������������ ����������������������� ���������� ������������������
LEADERSHIP MODEL EVOLUTION III ����������������� ���������������������� ������������������� ������������������ �������������������� ����������� �������������������� ������� ���������������������� ������������������ ����������������������� ������ ����������������� ����������������������� ������������������������ ������������������� ������������������������ ���������������������� ����������������� ���������� ������������������� �������������������������� ����������������������� ������� ����������������������� ������������� �������������
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