Strategic Direction 5 - Brand

Everyone is a custodian of the IAP2 brand

Recommendation 1

International role is to protect the brand with appreciation and allowance for regional nuances. Regions are the shared custodians and support the integrity of the brand

Recommendation 2

International will work with regions to evolvethe IAP2 narrative and brand. This will include:

• Developing the ‘why’ behind IAP2 (not just the logo, colours, etc.)
• Considering the branding work and process conducted in AUS, CAN, and US regions
• Conduct a brand analysis in the international P2 space

Recommendation 3

Coordinate international and regional efforts to ensure an organized and seamless brand experience (timing, content, brand, website etc)