5. When was the last
time you being
heard?
How does it feel?
6. Want to help
someone you care
about become
a better listener?
Start by listening
to them.
7. To understand and
respond to another
person’s dreams, hurts
and fears is the most
potent tool you’ll ever
discover for getting
through to anyone you
meet
9. Next time you’re trying to
get through to a difficult
person, try following this
Persuasion Cycle:
10. Next time you’re trying to
get through to a difficult
person, try following this
Persuasion Cycle:
from resisting to listening
11. Next time you’re trying to
get through to a difficult
person, try following this
Persuasion Cycle:
from listening to considering
12. Next time you’re trying to
get through to a difficult
person, try following this
Persuasion Cycle:
from considering to willing-to-do
13. Next time you’re trying to
get through to a difficult
person, try following this
Persuasion Cycle:
from willing-to-do to doing
14. Next time you’re trying to
get through to a difficult
person, try following this
Persuasion Cycle:
from doing to ‘glad they did’ and
‘continuing to do’
15. Make another person ‘feel
felt’ and win their hearts;
make them feel valuable
and you’ll touch them in a
much deeper way.
16. How likely are you to
make a snap judgement
about a person you meet
for the first time?
22. What is
BRAND?
‚what people say about you when
you are not in the room‛
Jeff Bazos – CEO Amazon
‚Abrandisaperson’sgutfeelingaboutaproduct,service,orcompany‛
-MartyNuemeier,TheBrandGap-
24. What is AIESEC’s
BRAND?
The way we make decisions.
How we deliver our
operations.
Micro-experiences
management.
Answers the question: ‚Why
would I join AIESEC?‛
(benefits and external value).
Who is our target.
What we do.
Differentiator.
Brand positioning BRAND EXPERIENCEBrand promise
Brand Strategy Brand operations
25. What is AIESEC’s
BRAND?
Brand positioning
What is AIESEC?
The Global Youth Network Impacting the World
Through Leadership Development Experiences.
Brand promise
Brand attributes:
Daring.
Diverse.
Inclusive.
Dynamic.
impactful.
Brand manifestations:
Responsible leadership.
Global.
Collaborative and democratic.
For youth by youth.
Social entrepreneurship.
*brand characteristics that
influence how we communicate
externally.
*desired external reputation based on the
attributes that define us as an organization.
40. Experience the
VALUE
3 principlesof building brand experiences:
Entice = Draw People In
Engage = Broaden the Conversation
Extend = Make them Believe
47. Re-defining
Customer Path
Aware Appeal Ask Act Advocate
Initial appeal is
Influenced by the ‘community’
To determine attitude
Customers now actively connect,
Building ask-and-advocate relationship
Loyalty is ultimately defined
As willingness to advocate
A brand
48. Re-defining
Customer Path
Aware Appeal
Customer is in passive stage,
Brand awareness source :
1. Marketing and Communication
2. Community recommendation
3. Self-experience
Customer unconciously
making list about brand
they curious about.
First impression is the key
to unfocused costumer
49. Re-defining
Customer Path
Ask Act
Customer is in active stage
They constantly ask and search
about brand through their
community and the brand itself.
This stage is the important
factor of purchase decision
The highest engagement
between customer & brand
How we deal with complain
is the most important interaction
Advocate
The phase where customer’s
give advocacy/suggestion
to others about your brand
50. Re-defining
Customer Path
Ask Act
Customer is in active stage
They constantly ask and search
about brand through their
community and the brand itself.
This stage is the important
factor of purchase decision
The highest engagement
between customer & brand
How we deal with complain
is the most important interaction
Advocate
The phase where customer’s
give advocacy/suggestion
to others about your brand
58. We want to be the
Youth Leadership
Provider of the World
59. We are the ones responsible
for how we’re perceived by the
world.
Belief and Communicate
60. MC LC
• BUILDS A STRONG NATIONAL BRAND:
Creates and provides the overview and
direction of the brand you need to build
for the entity as a whole
• CUSTOMIZES THE GLOBAL
PERSPECTIVE and ORGANISES
NATIONAL RESOURCES:
Driver of activating to resources and
knowledge of what’s happening across the
Global network and across different LC’s
within the entity
• LOCAL MARKET EXPERTS- they are the best
capable of customizing national messages down to
what’s relevant in their campuses. They are the ones
who need to step up in creating the DETAILS of
campaign tactics and collecting content from the
experiences they deliver.
• FRONT-LINE Implementers- HR is most powerful on
the LC level. Members need to be clear about how
to represent AIESEC brand and communicate the
campaign messages.
