Welcome to the2013 Midyear Conference

Thanks to Session Sponsor:Archeios

Branding @ 360°The Brand, The Re-Brand & Everything in Between

Kendal SummersChief Creative Officer

Senior Director, New & WBE Business Development

OmniSource Marketing

3 Volunteers

Pen & Paper ReadyFirst 3 Things that Come to Mind

Brandinghas the power

to connect

Organizationswith

Consumers

Ways Pepsi’s re-branding was

#Winning…

1. Conveyed Thoughts and Ideas

2. Relating to almost Universal

Values

3. Resonated with People

4. Triggering Feelings

5. Feelings Anchor the Conceptual

6. Feelings Influence Future Choices

Ways Pepsi’s re-branding was

#Winning…

Feelings conveyed…

Surprise Delight Humanity Hope Love

Branding made Americans feel good about Pepsi.

Strong Feelings are Characteristic of Loyal Fans.

#Winning tactics, from Pepsi…

1. Branding Unfolded | Scheduled

Serendipity

2. Edgy, Current, Witty, Delightful

3. Clean, Simple Visuals

4. Interactive and Engaging

5. Leveraged Power Colors

6. Beyond Words, to Energy &

Essence

Find Your Beach(and find any place where your great branding

might adversely impact your supply chain!)

Lessons from Corona…

1. External Branding Outpaces

Infrastructure

2. Multiple Points of Consumer

Interruption Key

3. Make “Trading Up” Easy

4. Identify Nexuses of Success

Bet On Us – Initiative Outcomes 1. 2011 Same Period Sales up 9%

2. Revenue per Transaction up 28% (Big

Packs)

3. Brand Advocacy by Merchandisers a

Bankable Asset

4. Best Practices Established for other

Key Periods

5. Winning Initiatives are Fun!

Bet On Us – a branding initiative1. Multiple Points of Consumer

Interruption & More Display Space Critical to Same Period Sales Increase

2. Marginal Space Increase = Exponential

Sales

3. Restocking/Maintenance is Critical @

Holidays

4. Distributor Merchandisers = Key Nexus

5. Store Managers = Key Influencers

Branding Activity1. Future FCA Annual Conferences – how

to double attendance?

2. What’s a reasonable time frame for

the goal?

3. What points need enhanced? Value?

Branding?

4. What Pepsi takeaways might help?5. As with Corona, what Nexuses must be

Engaged to assure success?

Questions

THANK YOU (: