CPC’s Brand Temple

1. CPC’s Brand Temple At Canada Post, we will strive to provide trusted and tailored, multi-channel solutions that create value by connecting Canadians to their world Brand Vision To use the information entrusted to us to provide our customers with innovative solutions. We will accomplish this with people, insights and technology that deliver an extraordinary customer experience Brand Mission Getting all employees to understand, commit to, and ‘live’ a brand that will accelerate Canada Post’s move toward meeting and exceeding customer needs and expectations Brand Challenge Make the customer experience right Attract consumers to a suite of e-capabilities that offer convenience and relevance Design and implement innovative, multi-channel solutions that deliver customer competitive advantage Strategic Imperatives Key Initiatives • Quality: Meet industry standard • Customer experience: Informed, involved, easy to use • Complimentary services: integrated • Content management • Convenience • Value added • Tailored/customized solutions • Physical to electronic (security, identification) • Intelligent services (smart solutions, conversation solutions Brand DNA Trusted, Intelligent Connections With Unparalleled Reach Get: Feel: Am: Intelligent connections Breadth of offering Convenience Security Value Proposition Valued Confident Connected I am savvy at reaching who I want Strategic Foundation: Competencies: Logistics Provider, Managing Complex Stakeholders, Crisis Management, Relationship Management with Canadians, Get Stuff Delivered Technical Skills: Logistics, Delivery, Sortation, Back Office Systems Management, Fleet Management Enablers: Network Coverage, Retail Outlets and Presence, Trust, Density, Postal Code, Trust (every Canadian is our customer/access) Strengths, technical skills and enablers Core Values Customer focused, Teamwork, Accountability, Respect, Improvement, Integrity 1 1