Co-operative Identity and Branding

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

Flyer. recordings now available

*RECORDINGS AVAILABLE LOWER IN THE PAGE

Description

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

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

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

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

The Symposium in the News

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 was organized collectively between the 色花堂 Centre for Co-operative Management,  as well as . The event was 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 were pleased to have 46 speakers/session leads from 11 countries participating in this international event.

Download the schedule, session descriptions and speak biographies in a PDF below.

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CLICK HERE TO DOWNLOAD THE FINAL SCHEDULE, PRESENTATION AND SPEAKER INFO

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Recording and slides

Event recordings and slides are now available to view!

May 14 - What Makes Your Co-op Different? Reverse Engineering Your Market to Find Your Edge (Workshop)

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May 19 - Launch + Panel - Advancing the Co-operative Message in Today’s Economic Climate

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May 19 - Four Presentations on 'Public Awareness, Public Policy and Law'

May 19 - Three Presentations + Interview Panel on 'Alignment with Co-operative Culture and Identity'

May 20 - Effective Branding: Positioning, Messaging and Co-op Identity in A Modern Digital Landscape

May 20 - Co-operative Labelling and Brand Recognition with Jeroen Douglas (ICA) and Panel

May 20 - Three Presentations on 'Sustainability Reporting as Part of Branding and Telling the Co-op Story'

May 21 - Three Presentations on 'Credit Unions and Marketing'

May 21 - Two Presentations on 'Engaging New Audiences In Co-operatives'

May 21 - Showcase: Worldmap.coop

May 21 - Two Case Studies on 'Marketing for Member Loyalty and Engagement'

May 21 - Symposium Closing

Cost and platform

The event was 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!  

Evaluation

If you attended any/all sessions of the Symposium, we so appreciate you taking a moment to do a quick evaluation:   

If you have any issue with the link but wish to email feedback, please send to erin.hancock@smu.ca

Contact

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*

Contact us
色花堂 Centre for Co-operative Management
cme@smu.ca
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