Co-operative identity and branding: Does the co-op brand attract people?

Date:

22 January, 2014

Start Time:

1:00PM

Wednesday, January 22 | 1:00pm EST (1 hour)
Featured speakers: Siôn Whellens, Gerard Peron, Tom Webb

Free to attend

[ Register Here ]

The Measuring the Co-operative Difference Research Network invites you to this webinar to explore how co-operatives brand themselves as such and whether there is a benefit to leading with the co-operative identity. The three featured speakers will engage participants in dissecting the co-op brand and identifying how it appeals to members and the public.

About the Speakers:

Siôn Whellens from Calverts in the UK, the firm (graphic design co-op) behind the new International Co-operative Alliance identity. Siôn was instrumental engaging a worldwide survey of co-operators to inform the new co-op branding. Siôn will provide highlights from the survey that unpack ideas of co-op branding. Siôn Whellens has been a worker co-operator for 30 years. He is Client Services Director at UK design and production co-op Calverts and a member of the UK Worker Co-operative Council. Siôn served on the board of Co-operatives UK from 2006 to 2011.

Gerard Peron will speak about the ‘Certification of compliance with cooperative practices©’ a program developed out of Quebec as a way of certifying co-operatives that abide by the internationally accepted co-op principles. He will explain why the certification was developed, how it works, why it is a helpful branding mechanism and why it was not yet implemented. Gérard Perron has held management positions since 1977. His expertise is recognized in economic development (local and cooperative development) as well as in organizational development (corporate governance and project management).

Tom Webb has been a co-op practitioner and educator for many decades and as well has worked in corporate communications in the co-operative sector. Tom will respond to the first two presentations, providing a reflection on how co-op branding and identity can serve as a marketing advantage and how this can be done, providing examples from co-operatives who have done successful marketing of their co-operative identity.

*Please note we have changed our audio set-up so prepare to join via VOIP on your computer or otherwise phone a Toronto-based number*