Bringing the KI brand to Life

1. Bringing the KI brand to Life February 9, 2008

2. Why this investment in our Brand? • Competitive stakes are rising • Increasing marketing investments by Steelcase, Herman Miller, HNI

3. Why all this investment in our Brand? • KI story still unclear among target markets

4. Why all this investment in our Brand? • Organizational alignment • Everyone living the same brand story • Customers receive consistent KI benefits of trusted expertise • Strengthening our “silent salesperson”

5. Why all this investment in our Brand? • Increases $ value of KI

6. KI Brand Rankings improving • Contract Magazine Survey

7. Brand Strategy Work Completed • Customers seek our guidance • KI can own the “trusted expert” position • It all started with a folding chair • GTM expansion

8. Internal Brand Roll-out

9. New: KI Brand Book • Helps every employee better understand our brand story

10. New: Internal KI Brand Video • Helps new employees understand our story

11. New: Brand Council • Will guide ongoing brand-building efforts • Represents all areas of KI • Meets every 6 months

12. New: Brand Tracking • Every 6 months • Measures brand perceptions among • Employees • Customers, Prospects and Influencers

13. New: Defining KI design look and feel • KI = simple, durable design

14. New: Defining KI design look and feel

15. New: Training of “KI Brand Champions” • Represent all areas of KI • Responsible for training and developing brand action plans for their areas • Training begins in March

16. New: “Brand Central” on Website • KI Story • Best practices • Useful templates • Online brand training Screen Shot from EMA

17. External Brand Expression

18. New: Campaign & Tagline • Externally communicates “trusted expertise” story • Targeting trade journals beginning in April

19. The new KI brand promise is centered on expertise and trust. KI provides this by acting as an experienced guide to our customers through the complicated and stressful process of purchasing furniture. We ensure customers get to the right solution to their organization’s unique need.

20. A strong brand tagline must link the brand with the core brand idea.

21. Strong taglines are also: - fresh - memorable - concise

22. KI is both a manufacturer of furniture and a supplier of expertise and experience.This tagline succinctly references both what we do and how we do it.

23. Logo with tagline 23

24. An example of how this could look as a campaign

25. Trade Advertising 25

26. Mobile advertising 26

27. Mobile advertising 27

28. Tradeshow signage 28

29. Online Branding 29

30. Online Branding 30

31. Collateral 31

32. Public Relations Support

33. 2007 Public Relations Overview 60 Press Releases 25 media interviews/booth tours at NeoCon 225 clips Circulation 9 million+ Publicity value: $1.4 million 33

34. Publicity Driven by Sales Reps 34

35. Trends 35

36. Trusted Expertise Story 36

37. Trusted Expertise Story 37

38. Trusted Expertise Story 38

39. Installations 39

40. Product Awards 40

41. How you can help

42. Be (or become) trusted experts

43. Support your brand champions

44. Thank You!