What are the most recognizable corporate brands? Coca-Cola? Nike? McDonald's?
Well, the BSA is the very definition of what a great brand can be. For nearly a century, we have delivered consistently on our promise of preparing young people to make a positive contribution to society. And we have been rewarded by being recognized as one of the premier youth-development programs in the United States.
However, over time, all brands have challenges and responsibilities. Times change, generations change, and organizations change; the BSA must find ways to continue to be known and relevant to its audiences. Our core values haven't changed, youth needs haven't changed, but the language has. We must use the language of today to effectively communicate the message of values education. The key to effectively communicating our message is to speak with one voice, at the unit, district, area, region, and national level.
Through research, we have found the BSA brand revolves around the simple idea that we are more than just an after-school activity. We are an organization that helps youth begin to write the stories of their lives. Scouting provides a series of surmountable obstacles and steps to overcome them through advancements. Boys learn from the example set by their adult leaders. Youth learn and practice leadership skills. Scouts share responsibilities and learn to live with each other. The outdoors is the laboratory for Scouts to learn about ecology and practice conservation of nature's resources. Through the aims and methods of Scouting, we promise to provide skills for living life. The Boy Scouts is more than something I do; it's something I am!
If you would like more information about the BSA Brand Study, contact the Marketing & Communications Division, 972-580-2103.
The Merits of Marketing (marketing.scouting.org) is a resource for local
councils, developed by the Marketing &
Communications Division of the National Council, Boy Scouts of
America.