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1. Building, Evaluating, and Supporting a World-ClassBrand Identity in a Changing WorldBrand Counsel, LLCJeff A. GregoryJuly 27, 2009

2. Brands create value. We create Branding Brilliance?.

3. Why Brand to Begin With? It��s No Like It��s Money in the Bank or Anything�� Value of Global Brands as Measured by Interbrand BrandBrand Value (Billion $)Market Cap.Brand Value as% of Market CapCoca-Cola$83.8 $142.2 59%Microsoft $56.7 $271.9 21%IBM $43.8 $158.4 28%GE$33.5 $328.0 10%Ford $32.2 $57.4 58%Disney $32.3 $52.6 58%Intel $30.0 $144.1 21%McDonald��s $26.2 $40.9 64%AT & T $24.2 $102.5 24% 10 Marlboro $21.0 $112.4 19%.

4. Why Build the (redacted)Brand?Brand building is not just advertising �C it��s aspirational to your target audiencesBrand building involves innovation and internal creation exercisesExcellence in execution creates huge payoffsServices (products) are key to the brandThe brand is more than services �C emotion, self-expression, achievementConnect with customers on an emotional levelUse sub-brands to tell a story and manage perceptionsIt��s the one asset with the highest net return

5. �� A brand is the face of a business strategy�� - Scott Galloway, Prophet StrategyBrand: A promise. A distinguishing name and/or symbol intended to identify goods or services of a seller. When executed correctly, a huge competitive and market advantage. Indicators of an Under-emphasis on Brand-BuildingManagers can��t identify with confidence the brand associations and the strength of those associations.Knowledge of levels of brand awareness is lacking. There is no systematic, reliable, sensitive, and valid measure of customer satisfaction and loyalty. There are no indicators of the brand tied to long-term success of the business that are used to evaluate the brand��s marketing effort.There is really no person in the firm who is charged with protecting and growing the brandequity. There is no long-term strategyfor the brand.

6. Exercise: What is (redacted)Strategy?Who is the Ideal Client?

7. ��Strong brands usually move beyondproduct attributes to a brand identity based upon a brand personalityand a relationship with customers�� David Aaker, Building Strong Brands, Prophet Brand Strategy�� Corporate branding is an intentional, marketing-oriented communications platform across all business units, media, and audiences. It is a planned, inclusive strategy that sets standards for all divisions��for the cumulative benefit of the corporation. It is a declaration of ��who we are��, ��what we believe��, and ��why you should put your faith in our company��.James R. Gregory, CoreBrand

8. STRATEGIC BRAND ANALYSISCustomer AnalysisCompetitor AnalysisSelf-AnalysisTrends * Brand image/identity * Existing Brand Image

9. Motivation * Strengths, strategies * Brand heritage

10. Unmet Needs * Vulnerabilities * Strengths/capabilities

11. Segmentation * Trends, Motivations * Organizational values * The Soul of the Brand?��BRAND IDENTITY(Core, Extended, Essence) - A set of associations we aspire to createBrand as ProductBrand as OrganizationBrand as PersonAs SymbolProduct Scope 1. Organization attributes 1. Personality 1. Visual

12. Product attributes 2. Innovation (ex. Genuine, Imagery

13. Quality/value 3. Consumer concern Energetic, Rugged, 2. Metaphors

14. Uses 4. Trustworthiness Personal) 3. Brand

15. Users 5. Local vs. global 2. Brand-customer Heritage

16. Country of Origin relationships �� VALUE PROPOSITIONCREDIBILITYFunctional benefits Supports other brands in the family

17. Emotional benefits

18. Self-expressive benefits ��BRAND-CUSTOMER RELATIONSHIP �C speak their language �C Brand Resonance? ��BRAND IDENTITY IMPLEMENTATION SYSTEM �C Brand ArchitectureBRAND POSITIONING �� Execution ��TRACKING �C Monitoring the brand position

19. The VCI Alignment Model Strategic Vision

20. Organizational Culture

21. Stakeholder ImagesOur Approach:Brand Personality/Organization VCI: Organizational Culture

22. Who is (redacted)as a Personality and an Organization? Highly Entrepreneurial

23. Truly Tailored Solutions

24. Extreme Client-Centric Focus

25. Opportunistic

26. Flexible, Adapting, Evolving Organization

27. Passionate and Engaged

28. Pragmatic

29. Intellectually Curious �C always digging deeper

30. Incredible Dedication to the Client

31. Always Going the Extra Kilometers

32. Always First-Person Observation of Focus Groups

33. Daring Professionals �C my personal favoriteIndustry Verticals Selection and Agreement Life Sciences

34. Technology

35. Financial ServicesConstituent Analysis

36. (redacted)Corporate IdentityA Global Leader in Market Research and Strategic Marketing Consulting, with a Core Competency in Life Sciences and Technology.A Truly People-Driven Organization Where Rigorous Thinking and Creativity Flow Freely.A Company Where Deep Data Dives and Deep Thinking Rule.The Four C��s: Clarity of Insight Consulting Expertise Critical Analysis Game-Changing Recommendations

37. VCI Alignment Factors Organizational Culture : A+++

38. Stakeholder Images (based on new identity of consulting): B-

39. Strategic Vision : being decided this week at partner off-site meeting (redacted)Positioning Statement��We are (redacted), a seasoned team of strategic marketing specialists with a broad range of capabilities. We are passionate and pragmatic in our work, and possess global reach. We focus on life science.Our expertise is grounded in top-notch market research and strategic execution. These elements, unique in the industry, fuel our market-driven, facts-based approach to complex marketing decisions.��

40. Key Differentiators All Focus Groups are Partner-Facilitated

41. We Do Not Outsource

42. We Stay Close to the Data

43. We are Highly Experienced in Life Sciences

44. We Understand European Regulatory and Reimbursement

45. We Have a Unique Perspective on Markets

46. Weare a Special Type of People

47. We Take Extreme Measures to Provide Clean, Clear Data

48. Our Quality Control is Second to None

49. We are a Melting Pot of Global Cultures

50. We Have Been on the Continent for Nine Years

51. We Have Team Members with 25 years in Healthcare, both in the US and Europe (the Hugo factor)

52. We are Truly Global

53. We Execute Market Research Projects Anywhere in the World

54. We Have a Growing Consulting Practice

55. Our Clients Come Back to Us Time and Time AgainFunctional Core Competencies and DeliverablesDevelop Market Solutions

56. Explore Markets

57. Deliver Market Solutions

58. Maintain & Control Market PositionCorporate Communications Review and Recommendations Logo needs to incorporate ��consulting�� within the logo itself

59. Website should also include the following additions:

60. Client Page (s)

61. Better quantified results on Case Studies

62. (redacted newly created brand name)

63. A Split Between Client-Facing Partners and Operational/HR Support (i.e. 2 pages versus one)

64. Complete consistency in all corporate communications: standardized PowerPoints, better examples, identical email signatures.

65. Much more thought leadership pieces. At least one a month.Customer loyaltyWould you recommend us? Net Promoter Score TMway to increase customer focus & profitability% of detractors% of promoters-=increased success with the right customersmetricsprocessesoperational systems++=Test of date 20

66. Additional RecommendationsIs it time for an internal, dedicated marketing person ?Public Relations (PR) is nearly free, and we are not taking advantage of it at all: awards, nominations (E & Y), new client wins.Google Adwords Budget?Higher Grade Corporate CollateralJournal Article Publishing �C more!

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