Denyse GuyExecutive Director

Co-operative Identity in Canada

Identity is the central component of the

Blueprint for a co-operative Decade

Strategic Plan: Identity

• CMC Strategic Plan alignment;

• Need for national identity / unique brand;

• Worked with ICA to align ICA marque and CMC brand

Brand Alignment

• The Marque

• CMC Logo

Different Purposes and Rules

• The ICA marque is for all co-operatives;

• The CMC logo is a trademark and not shared;

• CMC actively promotes the adoption of the ICA marque in Canada.

How do we use the marque?

Applications• Email signatures (thousands of impressions)

• National Co-op Week branding

• Special promotional items (web store with a whole series of products)

Marketing

• CMC is promoting co-op registrations of the marque as part of our national celebrations.

Registered Canadian Co-ops

• In Canada – 133 co-ops (August 2015)

• Internationally – 1333 co-ops in 18 months

• Rate of growth – 75 per month internationally

• Momentum is building

Internationally

Challenges of a shared Identity

• Buy in / acceptance

• Brand confusion

• Regulation and control

Outlook in Canada

• A long term project

– Ethical alignment

– Growth of the movement

– Public awareness of the co-op difference