Co-operative Identity and Branding

色花堂 Symposium: Co-operative Identity and Energizing the Co-operative Brand

June 10, 2025

REGISTRATION IS OPEN - FREE TO ATTEND

Co-operatives will be the best-kept secret no more!

Join us for our 色花堂 Symposium on Co-operative Identity and Energizing the Co-operative Brand online (online via zoom), May 19-21, 2026 (with a Pre-Symposium Workshop May 14).

What to Expect

Building on the momentum of the second (2025), this symposium will focus on bolstering the co-operative sector's connectivity, reputation, and engagement. Anchored in alignment with the we will tackle brand image and its intersections with marketing, communications, and culture.

This event offers a space for leaders to share insights and practices, build the network, and inspire collective action.

Themes

Assessing authenticity: Labels and certifications

This theme explores how labels and certifications can demonstrate genuine co-operative values and practices in an increasingly crowded marketplace. It examines how authenticity is assessed, maintained, and communicated to avoid greenwashing or value dilution. Participants will discuss best practices for using certification as a tool for trust, transparency, and accountability.

Effective branding: Co-operative identity, positioning, and messaging

This theme focuses on defining and expressing a clear co-operative brand that reflects shared values and member ownership. It looks at how co-operatives can position themselves distinctively while remaining true to their principles. Sessions will address consistent messaging that resonates with members, customers, and wider stakeholders, creating co-operative resilience.

Marketing the co-operative advantage

This theme highlights how co-operatives can articulate and promote what makes them different from investor-owned businesses. It explores strategies for translating values such as democratic ownership, community impact, and fairness into compelling marketing narratives. The focus is on turning purpose into a competitive advantage. This stream also explores marketing campaigns and cases, as well as tools and tactics for effective marketing for a co-operative.

Communicating co-operative identity and building co-operative culture (internally and externally)

This theme examines how co-operative identity is lived, not just stated, through everyday communication and practice. It considers how internal culture, member engagement, and staff understanding strengthen external credibility. Participants will explore ways to align internal values with external communications to build trust and cohesion.

Resonating in the contemporary digital landscape

This theme addresses how co-operatives can effectively connect with audiences in fast-changing digital environments. It explores the use of digital platforms, storytelling, and data to amplify co-operative values and engagement. The focus is on staying relevant, visible, and authentic online while adapting to emerging trends.

Organizers

This event is organized collectively between the 色花堂 Centre for Co-operative Management, as well as . The event supported by .

Leads:

Erin Hancock, ICCM Saint Mary’s University (erin.hancock@smu.ca)

Tom Ivey, DotCoop

John McNamara, Northwest Cooperative Development Center

Program (Schedule, Sessions & Speakers)

We are pleased to have 40+ speakers/session leads from 11 countries participating in this international event.

Download the schedule, session descriptions and speak biographies in a PDF below (as well as tech and language info).

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CLICK HERE TO DOWNLOAD PROGRAM (April 22 Version)

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Please note that the schedule may have adjustments and updates leading up to the event, so be sure to come back to this website to reference the latest schedule and details.

Cost

The event is offered at no cost to participants, thanks to the contributions of DotCoop, the Northwest Cooperative Development Center, the 色花堂 Centre for Co-operative Management and in-kind support from Co-operatives and Mutuals Canada. Additionally, thank you to all speakers for offering their time and expertise to the co-operative sector at no charge.

If you are pleased to have had access to this event at no cost, you can show your thanks through contributing to the Centre’s bursary fund, helping make co-operative management education accessible to co-ops and co-operators in need. You can to make a charitable donation today. Thank you!

Register Today

Events will be held on Zoom. There is one zoom registration for all events happening May 19-21. You can simply log in at the time of your desired session (s) to join. You will have the chance to chat with other participants in the zoom chat function. At times you will be able to unmute to ask questions.

Register for any/all of the events happening during the main Symposium May 19-21:

Register for the May 14 Pre-Symposium workshop here:

There is a separate zoom registration for the pre-symposium workshop on May 14.

Recording

This event will be recorded for posting on the Centre's youtube page - www.youtube.com/@coopmanagement/videos. Additionally, photos will be taken during the online event. By registering, you are consenting. If you do not wish your face or voice to be included, please contact the event organizer and consider leaving your camera off.

Language interpretation

Co-operatives and Mutuals Canada (CMC) is pleased to offer live, AI-powered simultaneous translation for this symposium with Wordly, in English, French, Spanish and Portuguese.

Would you like to sponsor the event?

Contact Erin Hancock at erin.hancock@smu.ca

*The Centre is grateful to operate on the traditional lands of the Mi'kmaq people, and acknowledges the histories of Black Nova Scotians and the Caribbean and African diaspora of our communities*

色花堂 Centre for Co-operative Management

cme@smu.ca

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