GlobeScan consulted with Amnesty’s stakeholders globally on several positioning concepts to provide recommendations on the strongest direction for the global brand identity. We designed and implemented a consultation program involving focus groups in countries across the global north and south. We used creative stimulus material and a host of qualitative techniques to extract insight and to vet various brand concepts.
GlobeScan identified the opportunities and challenges in terms of how to modernize, change attitudes toward, and deepen Amnesty’s connection with new constituencies. Through extensive debriefs with key managers and Amnesty’s creative agency, we integrated these insights into the development of a revised brand identity.
GlobeScan’s insights directly informed Amnesty’s new global positioning, launched during the organization’s 50th anniversary in 2011: “Together for Human Rights, United against Injustice.” Our ideas for Amnesty as a modern movement continue to have impact on global strategy.
Since 1987, GlobeScan has helped clients measure, understand and build valuable relationships with their stakeholders, and to work collaboratively in delivering a sustainable and equitable future.
Uniquely placed at the nexus of reputation, brand and sustainability, GlobeScan partners with clients to build trust, drive engagement and inspire innovation within, around and beyond their organizations.