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Beginning a Branding Process with Inter Pares

By Katherine Dodds On November 05, 2012 | 0 Comments


UPDATE: Anyone in Canada or the US can now fill our our our Inter Pares Audience Survey and enter to win any item from our Webstore

Two weeks ago we kicked off the branding and positioning project in Ottawa, meeting with Inter Pares staff and getting feedback from the board who were attending their annual board workshops. 

This weekend was Media Democracy Days in Vancouver, and Hello Cool World had a table, showcasing many of our projects and campaigns. Since it was a veritable pool of the right sorts of folks to seek opinions from, we decided it was the perfect place to hold an informal focus test. We offered a chance to win one of the DVDs off our Hello Cool World webstore in exchange for about 15 minutes of their time to take a survey which asked them to review the Inter Pares logo, website, and brochure and answer a few questsions about these materials.

Most of our fellow tablers, were happy to help, as well as more than a few passers by, and in amongst a day of conversations about media, democracy, and our own set of projects, which include a new high school cut of The Corporation, we managed to get 15 surveys filled out, and lots of great feedback. We'll be putting the survey on line, in both Engish and French so watch for the link and help us gather feedback from our networks.


We've worked with Inter Pares a few times over the years, creating the "Take Back the Day" and "Give Something Big" campaigns as well as designing their general brochure. We're strong believers in their work, and look forward to a year of collaborating with them, and their supporters, to give all their communications materials a new 're-freshed' identity.

Having build our own reputation through critique of corporate globalization, we at Hello Cool World simply don't do corporate branding. Period. But we do believe in using the tools of the advertisers, and the power of branding, to do good work for good people — like Inter Pares. Our version of "social" branding re-frames the very idea of branding, and uses a grassroots approach to engage our intended audiences in the process, and we hope, to get their support! 

We will be talking to a selection of Inter Pares' donors and funders, long term and newly joined, to get their insights on what the organization means to them, and why they deserve support. As well we will be seeking opinions from beyond the converted, looking at what it takes to engage, in particular, younger audiences who may not have heard of Inter Pares.

Our greatest challenge will be to create simplified messages, that still authentically speak to what they are all about. For an organization that does so many things, this may be hard to express in one elevator speech.

For the moment, we are in a mode of gathering as wide a range of opinions and views on both their work itself, their image and their reputation in the community of like-minded organizations.

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Katherine Dodds AKA "Kat" is the founder of Good Company Communications and Trained in renegade advertising & branding through her work with Adbusters in the '90s, Kat's early induction into the possibilities of the web-world was inspired by the term hypertext, which she immediately found comforting. She is dedicated to cause-related communication and to the development and use of tools that promote democratic processes.

Making Your Media Matter Conference in DC

By Katherine Dodds On February 13, 2009 | 0 Comments

I'm at the Making Your Media Matter conference in DC listening to a panel on Money and Mission. Interesting times to try to promote and produce social issue work. I'm networking to find support for our own Campaign 4 Corporate Harm Reduction, for our work with Bevel Up, and also to promote the recent Sundance hit, Prom Night in Mississippi.

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By Katherine Dodds On December 01, 2008 | 0 Comments

As we work on the new video for Chee Mamuk (STI Division of the BC Centre for Disease Control) with youth from the Sto:lo Nation (and a few others) I am feeling very privileged to get to work with such great people on projects that I really believe will have an impact. Don't Stress the Tests is an excerpt of the video we did last year with youth in  Chemainus. The new video we are launching later this month is called "Strong Path".

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By Katherine Dodds On November 29, 2008 | 0 Comments

When I started Good Company Communications eight years ago I had a vision for what the web  could do for social causes that came out of my previous  20 years of activism. It really started with Manufacturing Consent* -- the film that pulled me from my "separatist" world of no TV, no computer, and the attempt to exist without plastic, into the realization that we need to BE the media, it's too powerful to leave alone.

I was already working with Mark Achbar during the early days of The Corporation when I started all this, so as to have a way to not only promote the film's launch, but to work on sustaining the desire it produced in so many people -- to get involved, to shape change and to prevent profit over people from prevailing.

As we prepare to send out an e'Zine next week to all our HCW members, I am thinking about the projects we take on and how they interconnect. 

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Super Power Project Launches!

By Katherine Dodds On March 06, 2008 | 0 Comments
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