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Redefining a Brand

Redefining a Brand. Greg L. Hoover Sr. Vice President Chief Marketing Officer Atlas World Group. Branding Considerations. What are you really selling? What is the emotional touchpoint to the customer that hits what you are really selling?. Are they selling this…. …or this?. This….

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Redefining a Brand

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  1. Redefining a Brand Greg L. Hoover Sr. Vice President Chief Marketing Officer Atlas World Group

  2. Branding Considerations • What are you really selling? • What is the emotional touchpoint to the customer that hits what you are really selling?

  3. Are they selling this…

  4. …or this?

  5. This…

  6. …or this?

  7. This…

  8. …or this?

  9. …or, um, this?

  10. Who is our customer? • 1973 • 77% traffic mgrs • 5% HR • Avg buyer was male, early 50’s

  11. Who is our customer? • 2005 • 2% traffic mgrs • 79% HR/Benefits • 58% women • Avg buyer is female, early 30’s

  12. So, what are we selling? • Comfort • Dependability • Loyalty • “Relax, we have it handled…”

  13. “This is the puppy…that chases the cat…and lives with the family…who relocated from San Jose to St. Paul…using the quality network that Atlas built.”

  14. Did it work? 199520022005 Revenues $511 $609 $785 Growth 19% 29% Corp Mkt Share 17% 20% 27% Overall Mkt Share 11% 14% 18% Rank 6 4 2

  15. Kudos to our partners • Daniel, Burton, Dean Evansville • Fire and Rain Productions Evansville • Hetrick Communications Indianapolis

  16. Thanks for your time and for the invitation to join you this evening!

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