The social usefulness of Scouting
Scouting offers alternative forms of leisure and it stems from an innovative educational method that is the foundation of its unity. However, like any undertaking that tries to provide solutions, Scouting has to address the issue of its social utility. It must therefore assess its educational practices from the point of view of the problems affecting young people today. Is it capable of meeting this challenge?

To live their big idea they focus on their strengths:
Involving –

• engaging in activities
• learning and teaching by doing
• asking for personal commitment
• emotional ownership
• creating opportunities to take part in building something
• encouraging diversity, promoting equality and practicing tolerance
• mutual respect on an individual level

Exciting -

• Actively attracting people by offering new dimensions and exciting alternatives
• evoking passion and commitment
• initiating discoveries
• experiencing friendship
• leading and looking ahead

Empowering-

• Developing social, physical, spiritual and leadership potential of the the individual
• enabling individuals and groups by establishing and practicing democratic principles and structures
• giving responsibility
• conveying ethical values
• strengthening personal and social maturity

How does this relate to the brand?
The World Scouting brand spreads the message of the Movement's mission and vision. All of the brand elements work together to create a single powerful image that when recognised, has successfully represented the Movement and its ideals. This also includes the brand values or strengths. They are the personality of the brand. They answer the simple question: “Who am I?”