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Centennial Branding Discussion

September 19, 2005

Setting A Direction & Moving Forward

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Meeting Objectives To discuss the basics of brand What brand means to Centennial Insight on what has been done to date Ideas and sharing on approach Recommendations Comments & ideas Gain alignment & support to move ahead

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My Understanding When I Joined The Team What I Heard & My

Perception On Brand Management Was: Centennial needed to develop the brand That there was no one on the team that had formal

experience or time to develop and grow the brand Little had been done formally to manage and develop the

brand in the past We needed to go from stealth to recognized That marketing had the responsibility and accountability to

develop the Centennial brand That marketing owned brand management

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Take A Moment Worth a moment to share my brand experience:

Developed over 55 new product & corporate brands

Established & supported both product & corporate branding guidelines and management

Formal brand training through American Express branding camp, Maritz, Air Products & other branding training (AMA, Washington University, Northwestern)

Supported brand assets valued at well over $50 B

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Take A Moment Worth a moment to share vision of Brand

Management for Centennial

Retain essence of past Evolution over time Time to up-date look Tie in new market shift with new feel Develop a better mouse trap Allow for regional creativity and feel Not too slick, yet professional

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A Thought Brand is not an engineering document You can not squeeze the life out of it It is an emotional thing It is a live

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What Is A Brand? Some think? Logo Product Company identity package Strategic Tag line An ad

True, And More

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What Is A Brand?

“A name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors.”

- The Dictionary of Business and Management

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What Is A Brand?

"Simply put, a brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality."

- Walter Landor, created Coca-Cola, Kellogg's, GE, Saturn, Miller Lite, 20th Century Fox, 3M, Wells Fargo Bank, and Bank of America brands to name a few

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What Is A Brand?

"A brand is a collection of perceptions in the mind of the customer. It is the mental real estate of what has been, is and will be for a company."

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A Brand Is A promise Perception & subjective The emotional essence The spirit The first thought Visual, spoken and intent A bond between employee, history, vision

forward and the customer

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A Brand Is

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Ask A Kid

Hannah (8 years old) what is a brand?

“ Well Dad, it is how I feel when you say the name of a place or thing, like McDonald’s. I think of good things, warm food, my Dad holding my hand and asking what I want to eat. I think of smiles Dad when you say McDonald’s. I’m Loving It!”

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Holds True No matter if consumer products company or an industrial

provider the brand must be developed, supported and evolve: Everyone is a consumer Bombarded with advertising messages Limited:

Time, Money, Brain space

How are you going to stand out? You must develop your market & brand continually

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A means to garner widespread and strong support A reflection of our mission, values and vision It is our promise, or value proposition, to our

customers/stakeholders And, above all it is an emotional and ever-changing relationship with our customers/stakeholders

Know the Brand

Prefer the Brand

Trust the Brand

A Brand Is

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Case Example: It’s Just Air

The Competition & Perceptions

Industrial Gases Industry

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Case Example: It’s Just Air

Or Is It More?

Evolved From Evolved To

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Brand Promise: • Caring people

• Solutions and understanding

• More than the products the people

• Safety

• Professional and real

Case Example: It’s Just Air

http://www.airproducts.com/TellMeMore/indexmovie.htm

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Case Example: It’s A Card

The Competition & Perceptions

Credit Card Industry

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Evolved From Evolved To

Case Example: It’s A Card

Or Is It More?

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• Quality & personal

• Access to desired life style

• Friend where you live

• Security & private

• One of a kind/ Unique

Case Example: It’s A Card

Brand Promise:

http://www.mylifemycard.com/commercials/spot5/index.html

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Our Evolution What Have We Done To Date?

Held phone interviews with CCE management Reviewed customer satisfaction information Met with branding consultants Met with field teams to gain customer insights Talked with customers Reviewed competition & markets Developed evolved logo & standards Shared with team as moved forward Piloting new branding elements Bruce Auger named executive sponsor of branding

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A Starting PointOur MissionOur Mission is to

by providing high quality, responsive construction and facility operations services with empowered professional employees

Build relationships that withstand the test of time

Exceed our customers’ expectations

by keeping our promises and honoring our commitments

And customer satisfaction isthe measure of our success

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More Input

Creates Opportunities Rewards Growth

Performance Focus

Customer Satisfaction

Volume & Market Share

Profitability

Drivers Result

Requirements People Process Passion

Requirements Delivery Trust Quality

Requirements Retention Marketing Sales

Centennial’s Value Statement

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To consistently focus on the customer’s needs and requirements, delivering responsive and top–quality solutions to our customers that are on target, on budget, and above expectations.

The Brand Promise

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Brand Pillarsrand Pillars Brand Personality

Pioneer Bold Professional Leader Proud Integrity Consistent Responsive Detail–oriented

Emotional Benefits Trusted Safe Relationship focused Take the pain away Faith in the CCE Process & experience Confidence Dependable Solutions Resolutions Simple Not alone when you

need help

Functional Benefits Effective Efficient Task oriented Predictable processes Communicative Flexibility Integrator Partnering Organization Coordination Win–Win Quality & Service Customer First Consistent Outcomes Done the Right Way One-Stop Solutions

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Key Lead–ins People–Process–Proven Outcomes That Delight Whatever It Takes Trust–Results–Relationships

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Tag Line

Delivering Solutions, Building Relationships.

Brings the idea that we are about execution of solutions for our customers, and as we perform we growing our bond between the customer and Centennial.

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Logo Today

History, Time, Commitment, Experience????

Process, Movement, Interlocking Hands????

Could be negative, limiting????

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Logo Concepts

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Logo Concepts

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Recommendation

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Recommendation

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Recommendation

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Why Green? Help Centennial stand out in the marketplace

The green color selected is to demonstrate synergy with FruCon but not be identical in order to convey that Centennial is unique

The logo recommendation is an evolution of the Centennial brand

Green represents: Financial stability Fresh/new solutions Living Calm Energy Go Environmentally friendly

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Recommendation

Brand Color Palette

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Recommendation

Fonts

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Examples

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Pilot Insights Shown to field and used in certain materials Shown at corporate via new web site Shared with management via branding

document Majority like the new look & approach Some want to make quantum leaps, others

fearful of even talking about change A few at corporate don’t like “green” A few don’t like the de-emphasizing

“contractors enterprises, inc.”

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Approach Evolution, over next 12 to 15 months Start with corporate marketing materials Moth to a flame: meaning better stuff will

attract field interest and use Asking for your support to move forward