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tag line

tag line. translating. CISV’s. the. promise. of our. brand. A tag line…. or. a mission statement. something else?. Marketing sportswear. “Just Do It”. Producing softdrinks for global consumption. ”Be Sure”. Data security solutions & virus protection. ”Enjoy”. CISV.

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tag line

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  1. tag line translating CISV’s

  2. the promise of our brand

  3. A tag line…

  4. or a mission statement something else? Marketing sportswear “Just Do It” Producing softdrinks for global consumption ”Be Sure” Data security solutions & virus protection ”Enjoy” CISV Cross-cultural peace education Or something else?

  5. A tag line…

  6. isnot or amission statement adescriptor

  7. A tag line…

  8. shouldnot just say “what we do”

  9. A tag line is…

  10. promise anemotional of theCISV experience

  11. reinforcing CISV values the

  12. few withas words as possible that are easy to remember & translate

  13. A tag line is…

  14. appeal anemotional triggering interest find out to more

  15. A tag line is… Brand Experience Brand Promise A promise of anexperience = effective communications

  16. tag line translating CISV’s

  17. howwe wish to be seen

  18. co-operation “I remember the joy of working with others and. . . the great feeling when things succeeded after working together for a common goal” Gitte, Denmark friendship “My schoolyard perspective was replaced by a global one. My Village address list was my own personal map of the world.”Pat, Canada engaging “…in school you learn on purpose with your ‘head’, but in a camp... you learn ‘by the way’, by playing, by feeling, laughing.” inclusiveness “I value the ability that CISV has to inspire – CISV drives people to use what they have learnt. . . and to try and make a difference in the lives of others.” enthusiasm “CISV is for me a unique world which doesn’t care about borders and about differences”Karel, Czech Republic Values of the CISV experience

  19. Just like the visual image, the tag line should reinforce the CISV values and we should be seen as… ‘Friendly’ ‘Inclusive’ ‘Enthusiastic’ ‘Engaging’ ‘Cooperative’ Brand Experience Brand Promise A promise reflecting anexperience

  20. Considerations about use of terminology…

  21. Vs. the engaging CISV learning experience ‘education’

  22. Vs. the ‘multicultural’ CISV experience ‘intercultural’ (between two cultures)

  23. Conclusions ‘education’ = learning by listening to a teacher; • CISV is a non-formal educational experience (experiential learning) ‘intercultural’ = between two cultures; • the CISV experience is multicultural; • no translation for the term in some languages ‘cross-cultural’ • Implies to the multicultural nature of the CISV brand experience; • But possibly an even more complicated term to translate

  24. writing the tag line…

  25. Building A key educational belief of the CISV educational approach – and an emotional benefit of taking part in CISV for the participants. Also communicating the global scale of CISV as an organization “People learn more effectively by doing things themselves. Experiencesshould be direct, not second-hand.”Dr. Doris T. Allen “Peace is only possible if individuals learn to live together as friends”Dr. Doris T. Allen Global Friendship This term communicates that CISV is an engaging experience where you get to be active – hands on! Expressing that CISV is a multicultural experience. (Use of the term ‘Global’ avoids any potential translation problems that the term cross-cultural could entail)

  26. The vision for CISV’s work – striving for peace and international understanding. Global Friendship also reflects multicultural friendship

  27. Building Global Friendship Communicates that CISV is passionately working towards its vision. Each of the programmes are steps towards “building global friendship”

  28. synonyms

  29. Building Global Friendship International; Worldwide; Creating

  30. This tag line was officially approved by the CISV International Board of Trustees at AIM 2006 in Sweden. Any given translation should capture the same meaning it is designed to communicate in English. important

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