Building, Evaluating, and Supporting a World-ClassBrand Identity in a Changing World

Brand Counsel, LLCJeff A. Gregory

July 27, 2009

Brands create value. We create Branding Brilliance™.

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

Brand Brand Value (Billion $) Market Cap. Brand Value as% of Market Cap

1 Coca-Cola $83.8 $142.2 59%

2 Microsoft $56.7 $271.9 21%

3 IBM $43.8 $158.4 28%

4 GE $33.5 $328.0 10%

5 Ford $32.2 $57.4 58%

6 Disney $32.3 $52.6 58%

7 Intel $30.0 $144.1 21%

8 McDonald’s $26.2 $40.9 64%

9 AT & T $24.2 $102.5 24%

10 Marlboro $21.0 $112.4 19%.

Why Build the (redacted) Brand?

Brand building is not just advertising – it’s aspirational to your target audiences

Brand building involves innovation and internal creation exercises

Excellence in execution creates huge payoffs

Services (products) are key to the brand

The brand is more than services – emotion, self-expression, achievement

Connect with customers on an emotional level

Use sub-brands to tell a story and manage perceptions

It’s the one asset with the highest net return

“ A brand is the face of a business strategy” - Scott Galloway, Prophet Strategy

Brand: 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-Building

Managers 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 brand equity.

There is no long-term strategy for the brand.

Exercise:

What is (redacted) Strategy?

Who is the Ideal Client?

“Strong brands usually move beyond product attributes to a brand identity based upon a brand personality and 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

STRATEGIC BRAND ANALYSIS

Customer Analysis Competitor Analysis Self-Analysis•Trends * Brand image/identity * Existing Brand Image•Motivation * Strengths, strategies * Brand heritage•Unmet Needs * Vulnerabilities * Strengths/capabilities•Segmentation * Trends, Motivations * Organizational values

* The Soul of the Brand™↓BRAND IDENTITY(Core, Extended, Essence) - A set of associations we aspire to create

Brand as Product Brand as Organization Brand as Person As Symbol•Product Scope 1. Organization attributes 1. Personality 1. Visual•Product attributes 2. Innovation (ex. Genuine, Imagery•Quality/value 3. Consumer concern Energetic, Rugged, 2. Metaphors•Uses 4. Trustworthiness Personal) 3. Brand •Users 5. Local vs. global 2. Brand-customer Heritage•Country of Origin relationships

↓ ↓

VALUE PROPOSITION CREDIBILITY•Functional benefits Supports other brands in the family•Emotional benefits•Self-expressive benefits ↓

BRAND-CUSTOMER RELATIONSHIP – speak their language – Brand Resonance™↓

BRAND IDENTITY IMPLEMENTATION SYSTEM – Brand Architecture

BRAND POSITIONING↓

Execution ↓ TRACKING – Monitoring the brand position

The VCI Alignment Model

Strategic Vision

Organizational Culture

Stakeholder Images

Our Approach:

Brand Personality/Organization

VCI: Organizational Culture

Who is (redacted) as a Personality and an Organization?

• Highly Entrepreneurial• Truly Tailored Solutions• Extreme Client-Centric Focus• Opportunistic• Flexible, Adapting, Evolving Organization• Passionate and Engaged• Pragmatic• Intellectually Curious – always digging deeper• Incredible Dedication to the Client• Always Going the Extra Kilometers• Always First-Person Observation of Focus Groups• Daring Professionals – my personal favorite

Industry Verticals Selection and Agreement

Life Sciences

Technology

Financial Services

Constituent Analysis

(redacted)

(redacted) Corporate Identity

A 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

VCI Alignment Factors

Organizational Culture : A+++

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

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.’

Key Differentiators

All Focus Groups are Partner-Facilitated We Do Not Outsource We Stay Close to the Data We are Highly Experienced in Life Sciences We Understand European Regulatory and Reimbursement We Have a Unique Perspective on Markets We are a Special Type of People We Take Extreme Measures to Provide Clean, Clear Data Our Quality Control is Second to None We are a Melting Pot of Global Cultures We Have Been on the Continent for Nine Years We Have Team Members with 25 years in Healthcare, both

in the US and Europe (the Hugo factor) We are Truly Global We Execute Market Research Projects Anywhere in the World We Have a Growing Consulting Practice Our Clients Come Back to Us Time and Time Again

Functional Core Competencies and Deliverables

• Develop Market Solutions

• Explore Markets

• Deliver Market Solutions

• Maintain & Control Market Position

Corporate Communications Review and Recommendations

Logo needs to incorporate ‘consulting’ within the logo itself

Website should also include the following additions:

Client Page (s) Better quantified results on Case Studies (redacted newly created brand name) A Split Between Client-Facing Partners and

Operational/HR Support (i.e. 2 pages versus one)

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

Much more thought leadership pieces. At least one a month.

Customer loyaltyWould you recommend us?

Net Promoter Score TM

% of detractors

way to increase customer focus & profitability- =% of promoters

metrics processes operational systems

increased success

with the right customers

++ =

Test of date 20

Additional Recommendations

• Is 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 Collateral• Journal Article Publishing – more!