PRESIDENT'S MESSAGE sacha imbert, president - Society

CFA BRANDING
The CFA Institute has created a new logo (below) in an effort
to further promote the CFA Charter. The new logo was created
within the context of a new branding strategy. The branding
strategy is built bottom-up from the brand pillars, through the
tone of voice, to finally the brand positioning. The brand pillars
are identified as the following:
• Professional excellence to raise standards in industry
• Champion for ethical behavior in investment markets
• A respected source of knowledge in investment markets
• Strong global community of investment professionals
• Serving interest of investors and of society
The tone of voice represents the manner and style in which we
speak about ourselves. It shapes how we look, feel and sound and
should be reflected across all communications. Our tone of voice,
within this strategy, has been defined as being; insightful, approachable,
premium and vibrant. This finally leads to our brand
positioning, which is defined as “Shaping and investment industry
that serves the greater good.”
Lastly, the new logo symbolizes the collective identity of our
global community of investment professionals centered on a core
of ethical best practice. The CFA Institute is updating the brand
to better highlight our identity as a dynamic and growing global
organization committed to actively building fair and effective
financial markets.
BRAND POSITIONING
SHAPING AN INVESTMENT INDUSTRY THAT SERVES THE GREATER GOOD
INSIGHTFUL
Professional
excellence
to raise
standards in
the industry
TONE OF VOICE
APPROACHABLE PREMIUM VIBRANT
Champion
for ethical
behaviour
in investment
markets
BRAND PILLARS
Respected
source of
knowledge
in investment
markets
NEWS FROM THE CFA INSTITUTE
Strong, global
community
of investment
professionals
Serving the
interests of
investors and
of society
JUNE EXAM
On June 2nd 2012, the CFA Institute administered
the CFA exams with a record number of
registered candidates totaling nearly 150,000
for all three levels of the exam. Good luck to
those who wrote!
CFA INSTITUTE MARKS
50TH ANNIVERSARY OF
THE CFA PROGRAM
CFA Institute, celebrated 50 years of the Chartered
Financial Analyst Program by opening
Toronto Stock Exchange (TSX) and hosting
ceremonies in 23 other financial centers around
the world on Tuesday, May 29, 2012. The global
market ceremonies represented the greatest
number of stock exchanges worldwide opened
or closed by one organization on a single day.
CFA OTTAWA
SURVEY RESULTS
Thank you to members who responded to the
2012 CFA Ottawa Member Survey. The response
rate was excellent and the feedback was helpful.
The Society was encouraged as the survey highlighted
many things members believe we are
doing well. The survey also pointed to potential
areas of improvement; we will focus on these in
the coming year.
Following are some interesting points to note
from the survey results:
• 49% of members consider themselves to not
be active members of the society;
• The majority of members are satisfied (or above)
with the quality of service CFA Ottawa is offering;
• Members place significant value on Programming
& Education, along with Career & Job related ads;
• The Society should be concentrating efforts on
promoting the CFA charter to local employers;
• Most members attend 3 to 5 events per year
and the main reason for attending is the topic
of the event;
• The forecast dinner was considered engaging
and satisfying.
Note that we welcome feedback at any time;
please contact us directly at admin@cfaottawa.ca