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Brand portfolio strategy update

Brand portfolio strategy update. +. February 28 th , 2012. The business challenge. Determine the role the Pohlad Companies should play externally (endorser) and/or internally/for selective business partners (shadow endorser) for each brand in the portfolio. Brand Relationship Spectrum.

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Brand portfolio strategy update

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  1. Brand portfolio strategy update + February 28th, 2012

  2. The business challenge • Determine the role the Pohlad Companies should play externally (endorser) and/or internally/for selective business partners (shadow endorser) for each brand in the portfolio.

  3. Brand Relationship Spectrum Brand Relationship Spectrum Branded House Sub Brands House Brands Endorsed Brands Strong Endorsement Token Endorsement Master Brand as Driver Same Identity Different Identity Not Connected Shadow Endorser Linked Name Co-Drivers Universal Pictures (NBC) Nutrasweet (G.D. Searle) Levi’s ( US vs Europe ) Club Med Single vs Couples Friend & Family (MCI Obsession by Calvin Klein Coutryard by Marriott Dell Dimension Grape Nuts (Post) Lotus (an IBM company) Hotpoint (GE) DuPont Stainmaster Touchstone (Disney) Healthy Choice GE Capital Appliance Gillette Sensor Sony Triniton Lexus (Toyota) Pantene (P&G) Buick Lesabre HP DeskJet Tide (P&G) BMW DKNY McMuffin Nestea Virgin Sources” David Aaker – Portfolio Strateg

  4. Current state: A house of brands with a twist Finance Technology Real Estate Entertainment Auto Marquette Technology Companies Marquette Financial Companies Marquette Real Estate Group (Phoenix)

  5. Our approach to evaluate brand portfolio strategy Assess Guiding Questions Working Session Leadership Interviews • Will the portfolio brand be enhanced by the Pohlad brand? • Will the Pohlad brand be enhanced by the portfolio brand? • Is there a compelling reason to keep an existing brand or generate a new brand? • Is each brand a core company or not a core company? Will it be divested in the short/medium term? • How does each brand’s relationship with other brands in the portfolio impact the decision? • 2 hour session to review findings and assess • Spoke with with 25 leaders across 19 companies • Explored business history, role in the company, long-term goals, consumer relationship with Pohlad brand Sources” David Aaker – Portfolio Strategy/Olson Analysis

  6. Three Primary conclusions of working session 1 Do not explicitly link Pohlad name to any brands in the portfolio Leverage Marquette name as a consumer facing brand in Finance only; continue to leverage it as a business unit name (internal only) in technology and real estate 2 Empower leaders to consistently tell Pohlad story both internally and – when they deem appropriate – externally (shadow endorser). 3

  7. There are many opportunities to leverage the strength of the Pohlad brand Internal External • 1.Recruiting & onboarding materials: • history • values • leadership introductions • 2. All employee communications: • brand video • brand book • posters • 3. Internal updates: • newsletters • intranet • annual report • 1.Company websites: • common language • common visuals • portfolio company references • 2. Business development: • history • values • business strength

  8. ECOLAB- Purpose & Values In 2009, facing low employee engagement scores, Ecolab wanted to create an emotive video which would illustrate how associates are tied to Ecolab’s greater purpose and values. Ecolab- Purpose & Values

  9. OptumHealth Mission, Vision and Values

  10. Optumhealth Core Value Posters

  11. Land o’ lakes corporate website

  12. Boston scientific Leadership Bios

  13. Boston scientific Internal posters

  14. Boston scientific “Hey Hank” Program

  15. Next steps Olson to partner with Martha and Pam to determine scope of work with the goal of creating more consistent and compelling internal Pohlad branding and selective external Pohlad brand touchpoints

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