Our Brand Promise
Our brand promise: building global friendship
The purpose of a tag line is not to describe all the things we do. It is not a mission statement either. Instead it should:
- be an emotionally appealing promise of the experience with our brand
- reinforce the values of our brand
- be simple, memorable and catchy
- trigger interest in learning more about our brand
- be understandable cross-culturally
- be easily translated and not use difficult terms
- be as short as possible
Building
As opposed to traditional education in schools, where students learn by listening to a teacher, the way people develop skills in CISV is through learning by doing. We chose to use the term 'building' to reflect the engaging CISV brand experience. It expresses the type of educational experience a participant, or a volunteer, will have with our brand. 'Building' means you get to be active – hands on.
Global
The term 'global' expresses that our brand is a multicultural experience. It communicates that we are inclusive. The use of the term 'global' also avoids any potential translation problems that the term 'cross-cultural' could entail.
Friendship
'Friendship' is the thing that makes the CISV educational experience permanent – and what also makes our brand so personal and engaging.
Building Global Friendship
But there's a lot more to the tag line than just that: 'global friendship' communicates our vision of peace and international understanding. 'Building global friendship' communicates that we are actively working, in a cooperative and an enthusiastic way, towards our vision. We believe in starting to build friendships among children. At the ame time all of our programmes are building blocks that reinforce the same values of our brand.
This tag line was approved by the CISV International Board in 2006.