BRANDING IS PRIMAL

CREATING A MORE POWERFUL BRAND

| April 19, 2011

Prepared and submitted by:

BURNS MARKETING COMMUNICATIONS

www.burnsmarketing.com970.203.9656

ABOUTUS

Edward Smithwick_Account strategy director_ Emory University, M.B.A._ GlaxoSmithKline, Waterpik,

Georgia-Pacific

Alanna McLeod_Brand strategist_Carleton College, B.A. in cognitive science

WHAT WEWILL

COVER

Why brand?How to find your brand?Ways to craft meaningful brand strategies?

BRANDVALUE

WHAT ISA

BRAND?

WHAT IS A BRAND WORTH?

WHAT IS A BRAND WORTH?

WHAT IS A BRAND WORTH?

Sales: $63 billion

$65 billion

WHAT IS A BRAND WORTH?

Sales: $63 billion

Market cap: $214 billion

5-year stock performance: -7%

$65 billion

$313 billion

+468%

BRANDING IS

HUMAN

BRANDING IS

PRIMAL

BRANDING IS

NECESSARY

BRANDING IS

HOW WE SELECT

BRANDING IS

INEVITABLE

BRANDING IS

INEVITABLE

SHOULDYOU

BRAND?

SHOULDYOU

BRAND?

WHAT ISYOUR

BRAND!

HOW TO FINDYOUR BRAND

GREAT BRANDS

START WITH

INSIGHT

WHAT ISINSIGHT?

Not…_Facts, data, statistics_Demographics, psychographics_Or even behavior

Insight is the driver of the behavior._A unique understanding of the motivations that influence what people do, how they think, and how they feel.

_This insight can be leveraged into a stronger connection with your audience.

_Insight is a powerful differentiation opportunity.

BRILLIANT

INSIGHT

DOVECONNECT

ED

FINDINGINSIGHT

Internal discoverySecondary researchPrimary research

Curiosity, awareness, smart questions

SOULSEARCH

SOULSEARCH

SOULSEARCH

WHAT IS EVERYONE ELSE SAYING?

CUSTOMERCONVERSA

TIONS

CUSTOMERCONVERSA

TIONS

WHAT WOULD BE LOST IF BRAND X WENT AWAY

COMPETITIVE

ASSESSMENT

BRAND AUDIT

THE MIRROR & THE WINDOW

INSIGHTDISCOVE

RY

BRANDIMPACT

TYPES OF BRANDS

RationalEmotionalEvangelical

RATIONAL

BRAND

RATIONAL

BRAND

EMOTIONAL

BRAND

EMOTIONAL

BRAND

EVANGELICAL

BRAND

EVANGELICAL

BRAND

CONCLUSION

QUESTIONS?

CONTACT

BURNS MARKETI

NG

Have more branding questions? Contact us:

Edward SmithwickAccount Strategy Director

970.776.1795edwards@burnsmarketing.com

Burns Marketing Communicationswww.burnsmarketing.com