The Charlotte Jewish News -May 2004 - Page 3
Federation
News
Local, Global, Eternal: Jewish
Federation Launches New Brand
704-367-7240 (O)
704-502-4328 (C)
By Cheryl Baum
Nearly everyone in marketing
communications circles is talking
about “branding.” As Federation
Board President Jill Newman
points out, the Jewish Federation
is no exception.
“Through the Federation’s
strategic planning process, it
became readily apparent that the
agency needed a brand identity,”
says^^ewman. “A marketing task
force was established and the
communication professionals on
the task force recommended a
changeover for the Federation’s
icon, also.”
“To me, the beauty of this
mark is that it conjures up so
many Jewish images. It also
leaves room for a lot of
interpretation. Therefore, it
allows people to determine
what it means to them, and to
the identity they will have
with the Federation.”
- Sara Schreibman,
Past Board President
But the group did not develop
its recommendations overnight.
We began with corporate identity
exercises, which included mod
ernizing our visual image in terms
of logo and design. Momentum
was gained when we took a step
back and examined our brand val
ues. What does our agency stand
for? What is our ‘promise of
value’ to our donors, and to the
community? Marketing Task
Force Chair Alison Lerner
explains how our new mission
statement helped to guide us
through the process.
“With a new strategic plan for
the future, we thought it was
important for the icon in our logo
to reflect the spirit of our new mis
sion statement, and that of the
Jewish people. When I look at
this logo I see a generational con
nection - a fluid movement con
necting generations past, present
and future,’-’ says Lemer.
Board Member Lee Blumenthal
recalls her first impressions. “It
seems to me that the new logo is a
more contemporary version of
what we have had. Since we are
, trying to create an identity for the
Federation; this logo can become
a metaphor for one Jew asking
another Jew to help a third Jew,”
says Blumenthal.
And yet Past Board President
Sara Schreibman understands that
brands are not created in board
rooms. Brands are made by ignit
ing desire, fulfilling a recognized
need and imprinting images that
transcend time.
Tzedakah and to help someone in
need - and that’s primarily what
the Federation’s new branding is
about,” exclaims Levin. ^
The mission of the Jewish Federation of Greater
Charlotte is to raise and distribute funds to support and
enrich the lives of Jews locally, nationally, in Israel
and worldwide. Through education and community
building the Federation’s mission ensures that Jewish
values, goals, traditions, and connections are preserved
for current and future generations.
“Part of branding is name
recognition, which is often
accomplished by jogging people’s
memories with a visual icon or
corporate ‘mark’. What the
Federation has now is a different
mark,” says Schreibman. “Our
hope is that the community will
come to identify this mark and
associate it, over time, with the
Federation.
“To me, the beauty of this mark
is that it conjures up so many
Jewish images. It also leaves
room for a lot of interpretation.
Therefore, it allows people to
determine what it means to them,
and to the identity they will have
with the Federation.”
Along with a new icon, the
Federation has adopted the tagline
“Local, Global, Eternal” as its
statement of brand identity.
“These three words say what we
really are,” says Jerry Levin,
Federation Annual Campaign Co
chair.
“It’s a mitzvah to give
Tzedakah and to help
someone in need - and that’s
primarily what the
Federation’s new branding
is about.”
- Jerry Levin, 2004 Annual
Campaign Co-Chair.
“By supporting the Federation,
a person is doing three things:
supporting local organizations that
need financial resources to oper
ate; helping Jews around the
world who rely on others to sus
tain their normal, everyday exis
tence; and keeping the eternal
light alive for the many Jews at
home and overseas who cannot
help themselves.
“It’s a mitzvah to give
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