!"#$%&'#()#*+,-.#!"#$%&$'()*+%/%'012

344)5%21#)6#!"#

Will We Be Mourning Your Brand or Industry Next?

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Veering Off By Staying On Course

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#1

Treat Your Customers Like Individuals

L>,$."(,%?">,6%'%/$,'3%),'?7%4#3%31'3%)",6(93%:,'(%31,.9$,%0":-"$3'4?,%$#((2(/%'$"#()%2(%D)9#E1%4'?##!"#%)"(93%1'>,%3"%$#(%'%-'612"(%4?"/%3"%@(";%31'3%8,$6"('?%63.?,%26%;1,$,%2396%'3%31,6,%)'.6<%M1,%1;)4)9&#9%&#A1#:),4:#A%;0<%6.=#A+2#%@@)6.%A-1#@%'7,)4#,'#;7%6:,4:#@)6<%6.?

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#1

Falling In Love With Your Own Voice

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

#2

Bring New Flavor To An Old Industry

$7,-1#271#)-.#:+%6.#<%'#%'-11>#%2#271#<711-=#%4#,44)5%2,51#)+2',.16#<%'#%A-1#2)#'<))>#,4#%4.#A+,-.#+>#%#-)&%-#@)--)<,4:#)@#<7,21#71%.>7)41#<1%6,4:#9+',;#-)516'?#K>>-1#9%&#4)2#7%51#A114#271#@,6'2#7%6.<%61#;)9>%4&#2)#@,4.#41<#<%&'#2)#9%01#9)41&#)@@#9+',;=#A+2#271&#<161#271#@,6'2#2)#)@@16#%#;)9>-121#%4.#'1%9-1'' 1;)'&'219#C;)42142#Q#.15,;1M#@)6#271#41<#.,:,2%-#;)4'+916?#

*&#)+227,40,4:#%4.#)+2#1R1;+2,4:#271#A-,4.',.1.#9+',;#-%A1-'#%4.#;7%,4#612%,-16'=#K>>-1#<%'#%A-1#2)#9%01#271#+471%6.#)@#26%4',2,)4#@6)9#;)4'+916#1-1;26)4,;'#A6%4.#2)#)41#)@#9)'2##>)<16@+-#142162%,49142#A6%4.'#,4#271#<)6-.?#P''2*62(0,%SEET7%31,.9>,%6"?)%:"$,%31'(%U%42??2"(%6"(/6%31$"#/1%31,2$%2M#(,6%63"$,%'()%$"#/1?.%SEE%:2??2"(%2V")6<%W";%O4"#3%31,:%'88?,6B

#2

Relying On One Revenue Stream

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

#3

Embrace The !"#$%&In New Media

P1,(%:"63%:'/'X2(,%8#4?261,$6%;,$,%;'3012(/%31,2$%')%$,>,(#,6%8?#::,37%'%-,;%"--%3")'.96%:,)2'%'+65,5)6'#<161#'110,4:#41<#%4.#.,@@16142#<%&'#2)#1%64#61514+1#A1&)4.#V+'2#%.'?#

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

#3

'()%*&+,*&'#-.#/0*#&1/&2(3%44&5#*&'36.#7

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

#4

Be The Best In The World At One Thing

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

#4

5(8)9&!:0,;&<(&:0-8,-%

()#A61%0#276)+:7#%4.#;61%21#.19%4.#,4#2)+:7#2,91'=#,2#2%01'#%#71--+5% -)2#9)61#27%4#V+'2#'-%'7,4:#>6,;1'#)6#26+9>12,4:#A%',;#A6%4.#A141@,2'#'+;7#%'#1%',16=#@%'216=#71%-27,16=#%4.#1%627#@6,14.-,16?#

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

#5

Smart Strategy Trumps One-Off Tactics

P1,(%."#9$,%'3%31,%3"87%."#%:#63%4,%'4?,%3"%;23163'()%4?";6%-$":%."#$%1'$61,63%0$23206<%C'.%;1'3%."#%<%42#%A)+2#$%-8D%62=#A+2#271#612%,-#:,%42#;)42,4+1'#2)#7+9#%-)4:=#7%5,4:#V+'2#618A6%4.1.#271,6#,9%:1#3"%,:81'62X,%:"$,%>'?#,%'()%6"8126320'32"(<%M1,2$%(,;%3'/?2(,7%HC'>,%Z"(,.<%[2>,%&,33,$I%3,??6%;)4'+916'#31,.%0'(%632??%?2>,%31,2$%?2>,6%;231%31,%6':,%?#5#$2,6%31,.9$,%'00#63":,)%3"7%4#3%31,.9??%R#63%(,,)%3"%61"8%6:'$3,$%\3'@,%31'3%M'$/,3*K<%

(71#A1'2#618A6%4.16'#%61#27)'1#;)9>%4,1'#27%2#;)4','2142-&#.1-,516#)4#271,6#61'>1;2,51#A6%4.#>6)9,'1'=#;)42,4+)+'-&#1R>-)61#+4;7%62161.#<%216'=#>+2#'26%21:,1'#%71%.#)@#2%;2,;'#%4.#-,'214#2)#%4.#+4.16'2%4.#271,6#;)61#2%6:12#CG,#9)9`M#-,01#%22142,51#>'&;7,%26,'2'?

#5

Betting Everything On The Brand

\)"(93%-"$/,3%'4"#3%31,%8$")#03*K

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#6

Execution From Production To Promotion

3296%1'$)%,("#/1%3"%),>,?"8%'()%?'#(01%"(,%8$")#03%"$%6,$>20,7%4#3%2:'/2(,%1'>2(/%TEE%0"(6#:,$%A6%4.'#2)#9%4%:1?#P6);216#H#^%9A-1#7%'#T\#A,--,)48.)--%6#:-)A%-#A6%4.'#<,27#'%-1'#2)2%-,4:#YcS#A,--,)4#;"$?);2),<%M1$"#/1"#3%31,%.,'$67%31,.9>,%4,,(%@(";(%'6%'%423%"-%'%4$,,)2(/%/$"#()%-"$%'682$2(/%4$'()%>)-,;1=#A+2#271#61%-#'1;612#2)#271,6#'+;;1''B#*6,--,%42#1R1;+2,)4?

$714#&)+#7%51#2)#%;L+,61#6%<#9%216,%-'=#9%4+@%;2+61=#%4.#2714#9%6012#9+-2,>-1#>6).+;2'=#&)+#9+'2#A1#%A-1#2)#.1-,516#271#6,:72#A6%4.#2)#271#6,:72#>-%;1#%2#271#6,:72#2,91?#()#9%01#27,'#7%>>14=#'+>6191#1R1;+2,)4#9+'2#7%>>14#,42164%--&#%'#<1--#%'#1R2164%--&#<,27#%--#612%,-16'=#%:14;,1'=#%4.#'26%21:,;#8'$3(,$6<%!"#%0'(%1'>,%31,%/$,'3,63%8$")#03%2(%31,%;"$?)7%4#3%2-%."#%0'(93%/,3%23%2(3"%31,%7%4.'#)@#;)4'+916' ;1,(%31,.%;'(3%23%'()%(,,)%3"%4#.%23*/':,%">,$<

#6

=03),>8)9&!?#&<((%&:/0)7-&

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

#7

@A&2(3&B0)%*&:#0*&<>#6C&&:3D&!Em

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#7

Slow To Respond To Market Shifts

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#8

Unleash A Disruptive Solution

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#8

Teaming Up With A Bloated AOR

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#9

Call In A Team Of Rule Breakers

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#9

Behave Like A Start Up

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#10

Behave Like A Start Up

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#10

Tomorrow Will Belong To The Unafraid

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