Transforming a Legacy BrandDigiday Brand Summit April 25, 2016

Our brand happened, it wasn't purpose built. But the world changed around us.

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Core beliefs guided everything we did

• A world of near to real time engagement • Consumers ability to snuff out inauthentic is getting better & better • We are in an age of positivity, living healthier, institutional distrust • Our advocates will tell a better, more convincing story than we ever can • How people feel about us is the anchor to success

• As a category, consumer needs are not being met • Attention starved and time constrained — they would rather be doing anything but thinking

about their money — we need to stand out & overcome inertia

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You have to have — and adhere to — a North Star

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OUR STORY

Brand strategy manifests as Experience & Content Strategy

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“I want to feel like you get me. Trust is about meeting me where I am.”

1. Focus on the emotional needs of the

customer

“I want to feel peace of mind about my money.”

Say a lot less. Have a voice.

2. Be accessibly smart & radically

simple

Lead with purpose

Speak visually

3. Be the engaged ally — even when the truth hurts

Make customers the hero

Be helpful, be the guide

Make it personal

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Before…

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…After

Our four keys to our success

• We stayed true to who we are and our business circumstances • Deep customer insights and continuous test/learn/pivot • Brand definition drove experience design which drove the campaign design in a loop • Digital thinking and thinkers at the controls • Met our customers where THEY are, on their terms

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