Brand

Timeless Evolution February, 2013

Highly Restricted & Confidential

© 2012 Sprint. This information is subject to Sprint policies regarding use and is the property of Sprint and/or its relevant affiliates and may contain restricted, confidential or privileged

materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization.

A little about me…

• Kansas Citian

• Started at Sprint in 2000

• Graduate of UMKC

• 20 years of Marketing Experience

– Universal Pictures

– Agency

– Radio Promotions

• Pop Culture geek

• Royals, Chiefs and Michigan Wolverines fan

• Wife and 2 daughters

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© 2012 Sprint. This information is subject to Sprint policies regarding use and is the property of Sprint and/or its relevant affiliates and may contain restricted, confidential or privileged

materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization. 3

© 2012 Sprint. This information is subject to Sprint policies regarding use and is the property of Sprint and/or its relevant affiliates and may contain restricted, confidential or privileged

materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization.

Defined

• brand (brnd) n.

a. A trademark or distinctive name identifying a

product or a manufacturer.

b. A product line so identified: a popular brand

of soap.

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© 2012 Sprint. This information is subject to Sprint policies regarding use and is the property of Sprint and/or its relevant affiliates and may contain restricted, confidential or privileged

materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization.

Wise words "A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures."

- Michael Eisner, CEO Disney

“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. “ - Jeff Bezos, Amazon.com

“Customers must recognize that you stand for something.”

- Howard Schultz, Starbucks

"Well-managed brands live on - only bad brand managers die."

- George Bull

“Brand is…”

- Rav Powell

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© 2012 Sprint. This information is subject to Sprint policies regarding use and is the property of Sprint and/or its relevant affiliates and may contain restricted, confidential or privileged

materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization.

… more than a logo.”

• Three types of

Brands:

– Timeless

– Mercurial

– Failed

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materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization. 7

Pioneering Innovative Real Confident Friendly &

Welcoming

Genuine Dynamic Refreshing Honest Human

Clarity Confident Smart Smartly human Assisting & Enabling

Honest Challenger Honest

Clever Customer Centric

Optimistic Confident

Empowering

Challenging

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… more than a tagline.”

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© 2012 Sprint. This information is subject to Sprint policies regarding use and is the property of Sprint and/or its relevant affiliates and may contain restricted, confidential or privileged

materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization.

… more than a belief.” • Steve Jobs was relentlessly focused on building a brand

steeped in believable and attainable innovation. His focus became the company’s charter.

• Walt Disney created an world of endless fantasy which has evolved to the curators of American Lore

• Phil Knight commoditized achievement and wish fulfillment

• Howard Schulz brought quality and experience to a branded cup

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© 2012 Sprint. This information is subject to Sprint policies regarding use and is the property of Sprint and/or its relevant affiliates and may contain restricted, confidential or privileged

materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization.

Pop Quiz – Word Association

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© 2012 Sprint. This information is subject to Sprint policies regarding use and is the property of Sprint and/or its relevant affiliates and may contain restricted, confidential or privileged

materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization.

In closing…

Brand matters!

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materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization.

Q&A

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