ASQ 2015 Brand Transformation

Raise the Voice of Quality!

Information Agenda

• Brand Transformation Overview

• Member Leader Participation

• Key activities, programs, expected results

• Member Leader Brand Center

The Case for Change

• New Definitions for Quality

• ASQ Globalization

• ASQ Perception

Communications Strategy

Raise the Voice of Quality!

A global community with millions of individuals in 150 countries now becomes the most visible and vocal element of the

organization, both within its walls and to the outside world.

Importance of Member Leaders

• Member Leaders are the key to the success of this branding effort

• ASQ Member Leaders are passionate about the Society and its future

• Member Leaders are a critical communication link to membership units

Benefits to Member Leaders

• Participating in the brand transformation will provide many benefits for member leaders:

–Help grow visibility and membership

– Improve relevancy, value, member recruitment and retention efforts overall

– Improve the awareness and reputation of ASQ as the global network of the best quality resources and experts

Importance of a Strong Brand

• A strong, coherent and consistent brand is the most powerful tool that ASQ can have if it wants to remain relevant.

• As a member leader, you play an integral role in defining the ASQ brand. By using consistent messages, we’ll establish a clear identity that will go stronger every time the brand is applied consistently.

• We all have the responsibility to assure the consistent, positive impact of ASQ’s overall image.

The New ASQ: Why, Who, What

• Why? – By revitalizing our brand, we can increase

membership, improve retention, and grow the quality community.

• Who? – Member leaders, members, and ASQ

Headquarters staff are all critical to the success of this brand transformation.

• What? – Brand foundation and key activities

Brand Positioning

For people passionate about improvement, ASQ is the global knowledge network that links the best ideas, tools and experts—

because ASQ has the reputation and reach to bring together the diverse quality

champions who are transforming our world.

ASQ Brand Promise

ASQ joins you with a global network of the best quality resources and experts. You’ll find in our world the ideas and tools you need to improve yours.

New Tagline

ASQ Message Box

ASQ joins the people, ideas, and tools that

make our world work better.

ASQ Message Box

Quality is critically important: it is how businesses and communities improve themselves and the products

and services we rely upon for our safety, health, and daily lives.

ASQ joins the people, ideas, and tools that

make our world work better.

ASQ Message Box

Quality is critically important. It is how businesses and communities

improve themselves and the products and services we rely upon for our safety,

health, and daily lives.

ASQ is the world’s leading community of

people passionate about quality—

experienced individuals

that strive for continual improvement and help each other achieve it.

ASQ joins the people, ideas, and tools that

make our world work better.

ASQ Message Box

Joining the ASQ global quality community gives you a strong

competitive advantage —it sets you apart from others, signals

your commitment to quality, and gives you access to a global network of

experts and resources.

Quality is critically important. It is how businesses and communities

improve themselves and the products and services we rely upon for our safety,

health, and daily lives.

ASQ is the world’s leading community of people passionate

about quality—experienced individuals

and companies who strive for continual

improvement and help each other achieve it.

ASQ joins the people, ideas, and tools that

make our world work better.

ASQ Message Box

Joining the ASQ global quality community gives you a strong competitive advantage. It sets you apart from others, signals your

commitment to quality, and gives you access to a global network of experts

and resources.

Quality is critically important. It is how businesses and communities

improve themselves and the products and services we rely upon for our safety,

health, and daily lives.

ASQ is the world’s leading community of people passionate

about quality—experienced individuals

and companies who strive for continual

improvement and help each other achieve it.

ASQ and its members are

building the future of quality,

advancing the best insights and

investing in the ideas and tools that will help us meet tomorrow’s

critical challenges.

ASQ joins together the people, ideas, and

tools that make our world work better.

Key Elements

• Adding New Voices

• Influential Voices

• C-suite Engagement

• Website Redesign

Adding New Voices

• Adding New Voices is a program focusing on empowering members.

• The pilot, board-

approved program invites 5,000 existing ASQ members to give the gift of a six-month trial ASQ membership to a colleague or friend passionate about quality.

Influential Voices

• We will amplify the voices of members and give them the means to make their voices heard.

• Online initiatives will spread the message throughout the global quality community.

• Influential Voices/“View from the Q” blog.

C-Suite Engagement

• The C-Suite Engagement Program enables ASQ Chief Strategic Officer Paul Borawski to make personal connections with executive influencers in the world of quality.

• Opportunities to connect with executives will be based on items and topics in the news. The goal will be for Paul to connect with executives via a meeting, phone call, event, or customer introduction.

• Paul will be able to provide feedback to members on the quality topics presented, and allow them to lend their voice to the issue.

“Some” Planned Results

Activity Expected Results

Adding New Voices 1,000 new memberships by April 2011

Influential Voices 200 total blog posts by World Quality Day 2011

C-Suite Engagement 3 New Enterprise Memberships

ASQ Brand Guidelines Book 50% of Section/Division leaders download brand book

ASQ Brand Video Number of visits to video

Brand Center

Brand Center

Brand Center -- Toolkit

• “Case for Change” Document

• FAQ Document

• PowerPoint Presentation

• Brand Guidelines Book

• Brand Video

• Templates and other elements

Brand Transformation – The New ASQ

• It’s ALL about raising the voice of the

member

• You are the brand! You can help to raise the voice of quality.

Questions?