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Rodrigo Espinosa Natascha Thomson SVP, TBA Global CEO,

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STATEMENT OF UNDERSTANDING

Heart and soul will transform your brand.Pull back the layers to get to the heart and soul of your brand. Use the power of your unique essence to express your brand and inspire audiences at an emotional level.

WHAT IS MARKETING

Creating consideration for a Creating consideration for a

product or service with a product or service with a

predetermined segment of the predetermined segment of the

population population

3

WHAT IS A BRAND

A brand is the set of expectations, A brand is the set of expectations, memories, stories and relationships that, memories, stories and relationships that, taken together, account for a consumertaken together, account for a consumer’’s s decision to choose one product or service decision to choose one product or service over another. If the consumer (whether itover another. If the consumer (whether it’’s s

a business, a buyer, a voter or a donor) a business, a buyer, a voter or a donor) doesn'tdoesn't’’t pay a premium, make a selection t pay a premium, make a selection or spread the word, then no brand value or spread the word, then no brand value

exists for that consumer. exists for that consumer. -Seth Godin-Seth Godin

3

advertisingadvertising

communicationscommunications

eventsevents

websitewebsite

materialsmaterials

PRPR why do I care?why do I care?

what do you do?what do you do?

who are you?who are you?

Perceived Value/PositionPerceived Value/Position

Core IdentityCore Identity

EssenceEssence

Brand Essentials – Defining your essence, your promise

Relationship Building FunnelRelationship Building Funnel

Usage ExperienceUsage Experience

Purchase Experience Purchase Experience

Perceived DifferentiationPerceived Differentiation

Relevance Relevance

LoyaltyLoyalty

PurchasePurchase

PreferencePreference

ConsiderationConsideration

AwarenessAwareness

AdvocacyAdvocacy

Business Insights – Helping customers to believe

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Rodrigo Espinosa Natascha Thomson SVP, TBA Global CEO, MarketingXLerator @RodSF @NaThomson