GIRL SCOUTS OF THE U.S.A. | Parham Santana

Girl Scouts of the USA has impacted the lives of more than 50 million women since its inception in 1912. Nearly two-thirds of today’s women leaders in the United States were Girl Scouts and 82% of high-achieving alumnae credit Girl Scouting with playing a positive role in their development.

However, while it continues to have high brand recognition, Girl Scouts was also perceived as “frozen in time”. There was a need to transform its image and make it compelling, contemporary, and inspiring.

Girl Scouts turned to Parham Santana. We started by immersing ourselves in girl-led leadership activities, and using girl-generated designs as inspiration.

Parham Santana helped Girl Scouts of the USA recapture a core brand attribute — Leadership — and build key components of the new Girl Scout Leadership Experience.

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.

Aha!
“Over 90% of girls believe that no matter who they are, girls can learn to be good leaders and 67% of girls say they have some opportunity to be a leader.” – Girl Scout Research Institute

Power Positioning
GIRL SCOUTS IS LEADERSHIP

Consumer Message
“Light up the Leader in Every Girl”^TM

Benefits
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.

Valuable take-away
Determining a brand’s core values is one of the most important step in developing a cohesive and effective brand strategy.