The Girl Scouts Leadership Experience
Guiding a Classic Brand to Recapture a Core Value — Leadership — and Expand Retail Opportunities.
By immersing ourselves in girl-led leadership activities, and using girl-generated designs as inspiration, Parham Santana has helped Girl Scouts of the USA recapture a core brand attribute — Leadership — and build key components of the new Girl Scout Leadership Experience. The new Leadership Experience defines the future of Girl Scouts and has been enthusiastically embraced by girls and leaders alike, with many Journey Books in their fourth printing less than a year after launch.
The Girl Scouts new Leadership Program was unveiled at a “CEO Summit” with the video sizzler, “Light Up the Leader in Every Girl.”
Guiding a Classic Brand to Recapture a Core Value — Leadership — and Expand Retail Opportunities.
Central to the new Leadership Experience is a series of six age-appropriate Girl Scout Journey Books for kids, tweens and teens, created to provide meaningful experiences centered on leadership. Part journal, part guide, and 100 percent inspiration, each Journey Book is a catalyst for girls to discover their unique leadership qualities and use them to make a difference in the world.
Each “Journey Book” is supported by newly conceived badges, “Just for Me” keepsakes, and a collection of soft-goods and accessories inspired by the Journeys to create a total “leadership experience.”
