fueling business transformation

1. fueling business transformation consulting| solutions | outsourcing branding strategy last updated xx.xx.xxxx

2. contents • process • deliverables • brand • identity • liquidhub • brand intentions • positioning statement • brand attributes • value proposition • elevator pitch (long) • elevator pitch (short) • tags • symbology • 2010 brand themes • brand element catalog • appendix 2

3. process 1 determine: what you’re branding 2 research: customers, market, products, services, competitors 3 position: define the market in which you will compete and your uniqueness 4 define: brand in terms of promise, benefit, services, client experience 5 develop: brand identity in terms of logo, colors, tagline, signature elements 6 launch: ads, promotions, presentations, demos 7 manage: consistent brand experience & usage rules “consistency builds valuable brands” David Ogilvy, “The Father of Advertising” 3

4. deliverables positioning statement • the promise the brand makes to its audiences and the competitive position it seeks to own. an internal statement that serves as a rallying cry and strategic guide for the organization. brand attributes the values or beliefs that are core to its character – what people can count on from the brand. elevator pitch a brief verbal summary (20-60 seconds) of LiquidHub, its services and value proposition tagline a crisp & engaging phrase that communicates the spirit of the positioning for all stakeholders. symbology portfolio of identity elements associated with the brand – logos, typeset, color palette, etc… “the whole point of getting things done is knowing what to leave undone” Dwight D. Eisenhower, American 34th President 4

5. brand sells computers, digital music & phones stands for thinking differently sells animated entertainment stands for making dreams come true sells coffee stands for daily inspiration “brands are promises that create trust & emotional attachment” Al Ries, Brand Strategist 5

6. brand identity • attributes: physical characteristics • symbols: elements of identity associated with the brand • heritage: experiences and messages received • personality: attributes, values & persona the brand projects “a brand is a living entity – enriched over time, the product of a thousand small gestures” Michael Eisner, CEO, Disney 6

7. sells IT services stands for fueling business transformation “a brand name is more than a word. it is the beginning of a conversation” Robert Haas, Levi Strauss 7

8. our brand intentions 1 create awareness 2 build brand equity 3 establish differentiation 4 increase gross margin per service 5 increase enterprise value “consistency builds valuable brands” David Ogilvy, “The Father of Advertising” 8

9. positioning statement Clients call us when they want the optimal mix of a boutique (niche focus, superior client experience, accommodating business partner) and bulge-bracket (accessible experts, risk mitigation, financial stability) consulting firm. W are unique because we are small enough to care, but big enough to deliver. “your brand is created out of experience your clients have of you” Scott Livengood, CEO, Krispy Kreme 9

10. our brand attributes • Our philosophy is fueled by an innovative approach to enterprise architecture. LiquidHub is motivated to discover and deploy the most effective and creative solutions to add value to our client’s initiatives. We to seek to deliver this success one client, and one engagement, at a time. innOvative We are an energetic group of talented technologists and business leaders who bring passion and enthusiasm to our client’s business challenges. We aim to harness the power of new business paradigms and information technologies energetic • We are compassionate, committed to empowering our clients, associates and the community to reap tangible and ongoing benefits in all facets of their personal and professional lives. compassionate agile • We are an agile organization, able to swiftly and nimbly activate our resources, ideas and solutions on our client’s behalf. “a brand is a living entity – enriched over time, the product of a thousand small gestures” Michael Eisner, CEO, Disney 10

11. our value proposition equation our people our solutions & assets Strategy Services Portfolio Solutions Portfolio Outsourcing Services Portfolio superior client experience “LiquidHub is so easy to work with” “LH has really sharp, professionals” “LiquidHub made me look like a hero” “Hubbers understand architecture” Navigator Methodology Agile Methodology Enterprise Architecture Philosophy = + business transformation business challenges solved Vertical Industry Insights ESTR Technology Industry Insights increase revenue reduce cost increase profits comply with regulations retain customers improve UX boost workforce efficiency proactively manage risk optimize asset utilization generate insights “customers want brands that are narrow in scope & distinguishable by a single phrase.” Al Ries, Brand Strategist 11

12. elevator pitch (long ride) Loremipsum dolor sit amet, consecteturadipisicingelit, sed do eiusmodtemporincididuntutlabore et dolore magna aliqua. Utenim ad minim veniam, quisnostrud exercitation ullamcolaboris nisi utaliquip ex ea commodoconsequat. Duisauteirure dolor in reprehenderit in voluptatevelitessecillumdoloreeufugiatnullapariatur. Excepteursintoccaecatcupidatat non proident, sunt in culpa qui officiadeseruntmollitanim id estlaborum Loremipsum dolor sit amet, consecteturadipisicingelit, sed do eiusmodtemporincididuntutlabore et dolore magna aliqua. Utenim ad minim veniam, quisnostrud exercitation ullamcolaboris nisi utaliquip ex ea commodoconsequat. Duisauteirure dolor in reprehenderit in voluptatevelitessecillumdoloreeufugiatnullapariatur. Excepteursintoccaecatcupidatat non proident, sunt in culpa qui officiadeseruntmollitanim id estlaborum Loremipsum dolor sit amet, consecteturadipisicingelit, sed do eiusmodtemporincididuntutlabore et dolore magna aliqua. Utenim ad minim veniam, quisnostrud exercitation ullamcolaboris nisi utaliquip ex ea commodoconsequat. Duisauteirure dolor in reprehenderit in voluptatevelitessecillumdoloreeufugiatnullapariatur. Excepteursintoccaecatcupidatat non proident, sunt in culpa qui officiadeseruntmollitanim id estlaborum Loremipsum dolor sit amet, consecteturadipisicingelit, sed do eiusmodtemporincididuntutlabore et dolore magna aliqua. Utenim ad minim veniam, quisnostrud exercitation ullamcolaboris nisi utaliquip ex ea commodoconsequat. Duisauteirure dolor in reprehenderit in voluptatevelitessecillumdoloreeufugiatnullapariatur. Excepteursintoccaecatcupidatat non proident, sunt in culpa qui officiadeseruntmollitanim id estlaborum “experiences are as distinct from services as services are from goods” Pine & Gilmore, “The Experience Economy: Work is Theatre & Every Business is a Stage” 12

13. elevator pitch (short ride) Loremipsum dolor sit amet, consecteturadipisicingelit, sed do eiusmodtemporincididuntutlabore et dolore magna aliqua. Utenim ad minim veniam, quisnostrud exercitation ullamcolaboris nisi utaliquip ex ea commodoconsequat. Duisauteirure dolor in reprehenderit in voluptatevelitessecillumdoloreeufugiatnullapariatur. Excepteursintoccaecatcupidatat non proident, sunt in culpa qui officiadeseruntmollitanim id estlaborum Loremipsum dolor sit amet, consecteturadipisicingelit, sed do eiusmodtemporincididuntutlabore et dolore magna aliqua. Utenim ad minim veniam, quisnostrud exercitation ullamcolaboris nisi utaliquip ex ea commodoconsequat. Duisauteirure dolor in reprehenderit in voluptatevelitessecillumdoloreeufugiatnullapariatur. Excepteursintoccaecatcupidatat non proident, sunt in culpa qui officiadeseruntmollitanim id estlaborum be crisp 13

14. tagline & sub-tagline • tagline rationale:   • proactive, actionable, and leadership • connects company name to fuel: agile, viscose and swift • implies solutions and end-benefits • top-level expression: • implies a process that integrates leading-edge technology, thought leadership and committed minds to deliver success in a competitive marketplace • every single day. it’s not just a promise. it’s here. it’s LiquidHub.  fueling business transformation strategy | solutions | outsourcing • sub-tagline rationale:   • consistent with current industry sub-tag line standards • connects company name to 3 service portfolios • implies full lifecycle – from strategy to outsourcing be extraordinary 14

15. symbols portfolio • our logo • our color palette • our typeset • cambria • R: 057 G: 057 B: 343 • R: 057 G: 057 B: 343 • R: 057 G: 057 B: 343 • R: 057 G: 057 B: 343 • R: 057 G: 057 B: 343 “i’ve never lived in a building without my name on it” Ivanka Trump 15

16. key 2010 branding themes 1 re- fresh success stories with a focus on business outcomes in key verticals 2 re-design web site to better reflect our brand personality 3 re-invigorate thought leadership content in a timely manner via new media 4 build awareness of horizontal, “vorizontal” and vertical services & solutions 5 coordinate presence at speaking engagements & key industry conferences 6 generate media exposure in vertical publications & web properties 7 create compelling and unique marketing events “i've got my kids brainwashed: You don't use Google, and you don't use an iPod.” Steve Ballmer, CEO, Microsoft 16

17. brand element treatment brand element defined role execution positioning LiquidHub is a global technology consultancy focused on fueling business transformation through next generation architectures, social media & analytics. We are different because we are small enough to care but big enough to deliver. • The promise the brand makes to its audiences & the competitive position it seeks to own. Strategic inspiration & guide for the messaging architecture and all subsequent marketing communications. • The “internal” rallying cry • “Fueling business transformation” will be used externally in marketing communications (marcom), sales materials, web site & packaging attributes • Innovative • Energetic • Compassionate • Agile The attributes that are core to the brand character – what people can count on from the brand. • . Celebrated “internally” • Translated into messaging and messaging copy for marcom and sales materials, website, and other media personality • Innovative (smart, creative) • Energetic (enthusiastic, passionate) • Compassionate (caring, human) • Agile (flexible, lean) • How the brand relates to its audiences with its distinctive tone and manner. • Celebrated internally • Translated into editorial tone and graphic design and then communicated via marcom materials, website and other media. taglines • tagline: fueling business transformation • sub-tagline: strategy | solutions | outsourcing A phrase that communicates the spirit of the positioning and is used externally. • Created to be external-facing • Used in marcom and sales materials, on the website. Central to creative asset development vision to fuel business transformation through next generation business paradigms, enterprise architecture & digital technologies • The overarching goal for that drives the company but can never be fully achieved. • A supporting element. • Website • Marcom materials V mission to build a premier global technology consultancy with a focus on trusted client & associate relationships How the brand executes on the vision A supporting element. • Website • Marcom materials m “we sell cosmetics, but much more than that. think of it as skin, care and attitude” Anita Roddick, Founder, The Body Shop 17

18. services (solutions) conceptual roadmap 2012 2010 2011 exist build buy vertical services horizontal services “vorizontal” services A collection of vertical services in FSI and HC markets to solve specific vertical challenges A collection of IT management consulting, IT engineering &IT support capabilities to solve specific generic business (e.g., reduce cost) and technical (e.g., manage content) challenges A collection of our horizontal capabilities marketed to specific verticals (banking, capital markets, insurance and healthcare) to solve specific vertical challenges (e.g., reduce claim cost per member) FSI “Vertical” Services IT Management Consulting Capabilities FSI “Vorizontal” Services • Risk Management Advisory • IT Strategy (people, process, technology) • IT Management Consulting Capabilities • Global Claims Strategy • Enterprise Architecture (BA, AA, DA, IA) • IT Engineering Capabilities • FSI M&A Data Synchronization • Sub-Strategies: Data, ECM, Portal, PORT … • IT Support Capabilities HC “Vorizontal” Services FSI Engineering Capabilities IT Engineering Capabilities • IT Management Consulting Capabilities • Eagle Platform Architecture & Development • Java Architecture & Development • IT Engineering Capabilities • Guidewire Architecture & Development • Microsoft Architecture & Development • IT Support Capabilities • Oracle DB Architecture & Development • SharePoint Architecture & Development IT Support Capabilities • Managed Applications • Help Desk 18

19. fueling business transformation strategy | solutions | outsourcing Appendix A: Branding & Marketing Reference Materials 19

20. what is the purpose of branding? Create, build, maintain & protect a positive image, high awareness and service preference in clients’ minds in order to increase revenue & profit 1st rule of branding: always be branding (abb) 20

21. economic benefits of strong brand increase (premium) pricing: seen as higher value add & lower risk decreasecost of sales increase status (awareness) decrease employee turnover increase market share decrease cost of promotion consistency builds valuable brands 21

22. brand & brand jargon brand a promise about who you are and what benefits you deliver that gets reinforced every time people come into contact with any facet of your or your business …identity the outward expression that visually represents your brand [name, logo, typeface] …image the set of beliefs about what your brand is and what is stands for that exists in the customers’ mind as a result of associations with you and your name …ing the process of building a positive collection of perceptions in your customers’ mind …positioning how your brand fits in with and relates to various other brands …management controlling the presentation of your brand identity & message through all media channels …equity value of brand as an asset based on its quality, reputation and recognition image is everything ● perception is reality 22

23. the brand: facade & foundation name logo web site advertising marketing packaging facade company culture mission vision values executive leadership sales operations delivery operations back-office operations foundation moment of truth #1: purchase decision ● moment of truth #2: delivery 23

24. product branding is easy commodity brand water sneakers luggage product marketing tactics are well-established ● products can be demonstrated 24

25. service branding is difficult A professional services buyer purchases on 2 conditions: based entirely on the belief in your brand promise 1 needs to believe that her expectations will be met 2 professional services marketing is marketing the intangible, the invisible 25