Creating New Brands

1. Creating New Brands Lois Dirksen President Brand Strategist

2. Tonight’s Topics 1. I already have a logo - Brand Lens What’s brand? Brand and reputation Corporate v. product brand 2. Do I really have time for this? - Investing in Brand Development Importance of brand The bad news The really good news 3. To know me is to love me - Brand Positioning Awareness, relevance, familiarity, preference Positioning

3. Brand Lens

4. What is Brand?

5. Brand and Reputation Reputation Brand Is a third party’s perception of the performance on your promise. Is your promise to the market. You can controlbrand but only influence reputation. What drivesbrand and reputation is shared values.

6. Corporate Brand v. Product Brand Product Brand Corporate Brand • Trademarks • Features • Benefits • Positioning • Specialness • Story • Values • Culture • Positioning • Authority • Credibility Corporate brands areconstant, while product brands are constantly changing. The corporate brand provides the context for product branding.

7. PRODUCT BRAND is the WHAT CORPORATE BRAND is the HOW

8. Brand Development

9. Importance of Brand • Insulatesand protects a company’s and products from positioning by the competition • Simplifiescustomer choice by cutting through features/benefits to establish product specialness • Reduces the cost of going to market through increased market acceptance based on corporate and product brand strength • Assists in attracting and retaining highly qualified employees, investors and new market channels

10. LIFE CYCLE APPROACH Intrinsic Value Patents Know-how Brand Value Time

11. The Bad News • 70% of mergers in the U.S. fail to increase shareholder value • 2/3 will lose value on the stock market • Executives excited to acquire at low market prices but boards less convinced and less willing to act

12. The Really Good News • Executive ego often drives M&A activity fueled by surrounding lawyers, accountants and consultants who gain fees from the activity • M&A today is based on moving beyond existing lines of business into new strategic areas • Entrepreneurs, option holders and investors cash out …sell the news

13. Brand Positioning

14. I don’t know who you are.I don’t know your company.I don’t know your company product.I don’t know what your company stands for.I don’t know your company’s customers.I don’t know your company’s record.I don’t know your company's reputation.Now...what was it you wanted to sell me?

15. What do these brands have in common?

16. Relevance High MATURE BRANDS AWARENESS GRAVEYARD ACQUISITION TARGETS NICHE BRANDS GONE NEW BRANDS Low High Low RELEVANCE

17. Brand positioning is attitudes or beliefs that your customers hold about your business In its simplest form, positioning is mental sorting

18. Differentiation Through Positioning • Meaningfulto the customer? • Differentiatedfrom the competition? • Believableto the customer? • Sustainableover time? • Consistentwith corporate brand characteristics?

19. The “Sweet Spot” Competitors Market Presence Finding a position that supports sustained, profitable growth. Brand Position Customer Defined Attributes

20. Thank You

21. Internal to External Strength

22. About LEVEL Brand

23. About LEVEL Brand LEVEL is a brand, reputation and advertising firm that combines strategic thinking with business acumen to create revenue-generating communications designed to achieve a client’s business objectives. LEVEL has the experience, talent and innovative processes to deliver results. The agency’s industry credentials include having successfully completed brand positioning for over 120 national and global companies as well as helping to address complex brand and reputation issues. As a global brand and reputation firm, LEVEL offers a variety of services and proprietary tools for a fully integrated communications effort. LEVEL has a strong track record for uncovering insights that inspire clear market positioning, organizational alignment and revenue-generating communications. In other words, the essential elements for building world-class brands and reputations that foster sustained, profitable growth.

24. LEVEL Company Overview Level Values Company Statistics LEVEL combines strategic and creative talent to build lasting, profitable relationships for our clients. • We put the interests of our clients first. • We build trusting relationships through integrity and collaboration. • We use our talents and skills to give back to our community. • Founded: 1986 • Ownership: Independently Owned • Employees: 24

25. LEVEL Key Competencies Brand Strategy Account Service Digital Marketing Brand Identification Logo Design Business System Design Brand Positioning Brand Architecture Brand Strategies LEVEL Insights LEVEL Language Strategic Planning Plan Development/ Implementation Account Management/ Coordination Budget Management Client Relations Agency Team Relations Promotional Planning Digital Marketing Frameworks Website Design Interactive Copywriting Banner Development Web Strategy Web Analytics Social Strategies Mobile Strategies & Implementation Media Service Research/ Measurement Creative Service Conceptual Development Art Direction Design Copywriting Production Promotional Development Media Planning Media Analysis Placement Reconciliation Customized Media Systems Multilevel Reporting Brand Benchmark Study Position Concept Testing Awareness/Familiarity Survey Focus Groups Advertising Effectiveness Qualitative Stakeholder Studies