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Brand Strategy

Sarah FergusonHartmoor LLC

June 2007

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Table of Contents

• What is brand?• Why is brand strategy important for Sarah Ferguson?• Recommended brand elements for Sarah Ferguson• Pillars • Personality• Mission• Vision• Brand filter• Implementing the brand: An introduction to Hartmoor LLC

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What is brand?

Our brand represents who we are and what we do.

Our brand is also the sum of how people perceive us and, as such, lives in the hearts and minds of consumers.

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What is brand strategy?

If brand is what we are and how we are perceived…

brand strategy is how we manage our brand to build the reputation we want.

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Why should we invest in brand?

1.Scalability – create a mechanism that enables the Duchess to shift her dialogue from 1:1 to 1:many, increasing the scale of the business and the impact of her good works

2.Connection – provide consumers with the emotional bridge that connects the equities of the Duchess to Hartmoor LLC

3.Sustainability – create an enduring enterprise built on the Duchess’ honorable values so that her good work lives for generations

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Brand strategy as a foundation for our business

Brand Strategy(the foundation of everything we do)

Business Strategy(what we offer)

CommStrategy

(what we say)

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Why is brand strategy important for SF/Hartmoor?

• The Sarah Ferguson brand already exists in the public domain. It is the sum of the perceptions about the person.

From Dick Morris Survey (DM) and Q Score (Q):

– Sarah Ferguson is regarded positively by the majority of the public.‐ 62% of people describe their opinion of Sarah Ferguson as “favorable,” with only 10%

answering “unfavorable.” (DM)‐ 70% of Americans who are familiar with Sarah Ferguson rank her as either “one

of my favorites,” “very good” or “good.” (Q)‐ Some strong associations currently exist

‐ 53% like her “refreshing attitude and keen wit” (DM)‐ 50% see her as an “inspiration showing how a person can come back and shine again”

(DM)‐ 50% think of her as someone who has “done a lot to get people to join weightwatchers to

promote wellness” (DM)‐ There seems to be potential for additional positive perceptions

‐ 22% of people surveyed see Sarah Ferguson as an advocate for women’s health (DM)‐ 9% named specific likes along the lines of “resilient,” “independent” and “spunky” (DM)‐ 8% named likes of “down to earth” (DM)

– Not surprisingly, women aged 35–49 are most familiar with Sarah Ferguson (Q)‐ This group grew up and were young adults during the heyday of American obsession with

the British Royal family

– But this group also presents the largest challenge in reinforcing positive perceptions‐ 35–49 are less likely than all other groups to rate Sarah Ferguson as “one of my favorites”

(Q)

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Why is brand strategy important for SF/Hartmoor?

• To be a sustainable company, the Sarah Ferguson brand must become an unvarying symbol of the Duchess’ authenticity, creativity and compassion, while allowing her to live her more dynamic day-to-day life.

– With a robust heritage and tradition already in place, we must build and shape perceptions to nurture the brand as a freestanding entity, rather than continuously harvesting from the Duchess’ personality and goodwill.

– Building a brand on a personality means making deliberate decisions about which aspects of the individual to adopt as part of the brand.

Individuals

⁻ Human⁻ Individual⁻ Complex⁻ Inconsistent⁻ Contradictory⁻ Take vacations

Brands

⁻ Enterprise⁻ Collective⁻ Focused⁻ Consistent⁻ Aligned⁻ Always on

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The opportunity of building the Sarah Ferguson brand

Duchess of York

Sarah Ferguson

Fergie

Moving from here:(three different personas)

To here:(A focused brand)

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Mission: What you are striving to accomplish with everything you do.

Brand pillars:Core beliefs that guide behavior and decisions. What you stand for.

Brand personality: Defines how you want people to think of you. The “flavor” you bring to your mission and brand pillars.

Vision:The impact you hope to have on the world. The goal you strive to reach.

Recommended brand elements

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Brand pillars

• What they are:

⁻ Core beliefs that guide behavior and decisions. What you stand for.

• Why they’re necessary:

⁻ To guide decision-making with clear guideposts for what’s core to your brand and what’s not (knowing when to say “no”).

⁻ To attract and relate with like-minded consumers and potential partners.

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Exploring the personas

As we explore the personas, we identify multi-dimensional characteristics that contribute to the richness. Some of these characteristics support the vital pillars of the brand; others are what give flavor to the brand and inform the brand personality.

Duchess of York

Sarah Ferguson

Fergie

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Perceptions of the “Duchess of York” persona

•Fairy tale

•Insider

•Discretion

•Consummate hostess

•Gentility

•Sportswoman

•Tradition and heritage

•Lore

•Refined

•Noblesse oblige

•Impeccable taste

•Compassionate

•Charitable

•Public platform

Duchess of York

Sarah Ferguson

Fergie

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Perceptions of the “Sarah Ferguson” persona

•Mom

•Businesswoman

•Author

•Generosity

•Compassion

•D.I.Y. (self-made, taking care of self)

•Empowered / empowering

•Empathy

•Fit and healthy

•Real

•Resilient

•Natural (no makeup)

•Creative

•Modern

•Responsible

•Independent

Duchess of York

Sarah Ferguson

Fergie

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Perceptions of the “Fergie” persona

•Spirited

•Breath of fresh air

•Accessible

•Fun

•Exuberant

•Energetic

•Vixen

•Down to earth

•Spunky

•Outspoken

Duchess of York

Sarah Ferguson

Fergie

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Perceptions from the personas form the pillars of the brand

Inspiring

• Public platform

• Fit and healthy• Businesswoman• Mom• Author• D.I.Y.• Empowered• Resilient• Real• Creative

• Spirited• Breath of fresh

air• Accessible• Fun• Energetic

Living

• Fairy tale• Consummate hostess• Gentility• Tradition and

heritage• Refined• Impeccable taste• Sportswoman• Lore• Insider• Discretion

• Fit and healthy• Natural (no makeup)• Mom• Businesswoman• Creative• Modern

• Breath of fresh air• Fun• Energetic• Down to earth

Giving

• Charitable• Noblesse

oblige• Public

platform

• Generosity• Compassion• Mom• Empathy• Responsible

• Energetic

Pillars

Perceptions

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Together, the brand pillars define the brand

Living

Inspiring

GivingBody

Mind

Spirit

[Charities][Products]

[Ideas]

Just as body, mind and spirit define the person

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As important as defining what you stand for is determining what you don’t

Hartmoor is… Hartmoor is not…

Living • Accessible• Traditional yet modern• Inclusive (dept. store)• Aspirational

• Out-of-reach• Stodgy• Exclusive (Cartier)• Down market (Kmart)

Inspiring • Empowering• Realistic• Humble• Authentic

• Condescending• Perfect (Martha Stewart)• Inflated• Desperate (Rent-a-Royal)• Ubiquitous

Giving • Responsible• Generous• Dutiful• Compassionate

• Non-profit• Selfish• Inauthentic• Cause marketing

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Personality

• What it is:⁻ Captures who you are, defines how you want people to think of you. The

“flavor” you bring to your mission.

• Why it’s necessary: ⁻ Because how you accomplish your mission drives how your brand is

perceived.

⁻ By describing and projecting a consistent personality, people can get to know the brand and decide whether or not they want to associate themselves with your brand.

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Brand personality

• Compassionate⁻ Sincere heart⁻ Purpose-based brand / Making a

difference⁻ Listening / Accepting

• Elegant⁻ Captures the royalty, elegance and

polish of the monarchy⁻ Adds fairy tale interest⁻ Offers access and insider look at a

life few will experience⁻ Discerning, trusted judgment

• Genuine⁻ Accessible, grounded⁻ Human face, easy to relate to⁻ If she can overcome, so can I ⁻ Down to earth and friendly

• Exuberant⁻ BOLD and cheeky⁻ Passionate, energetic, playful⁻ Always moving forward⁻ Creative

• Original⁻ True to herself⁻ A distinctive style⁻ Shaped by wide variety of

experiences⁻ Outspoken and spunky

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Mission

• What it is:⁻ What you are striving to accomplish with everything you do.

• Why it’s necessary: ⁻ To align all of your actions around a common purpose.

⁻ To create momentum around a focused and strategic set of goals, rather than disparate opportunities.

⁻ To manage what people think of you by staking a claim in meaningful territory.

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Mission

• We create profitable and enduring lines of business that aim to improve people’s lives through products that reflect Sarah Ferguson’s unique life, creativity and core values.

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Vision

• What it is:⁻ The impact you hope to have on the world. The goal you strive to reach.

• Why it’s necessary: ⁻ To provide a rallying cry for the organization.⁻ To visualize a future state you desire to impact.⁻ To provide a bigger purpose to strive for than the immediate business

goals of the company.

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Vision

• To be a significant and enduring world class brand admired for its commitment to “compassionate commerce” and to producing original, affordable, transformative products that inspire people to achieve better health, well-being and a quality lifestyle.

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Brand strategy

Vision: To be a significant and enduring world class brand admired for its commitment to “compassionate commerce” and to producing original, affordable, transformative products that inspire people to achieve better health, well-being and a quality lifestyle.

Mission:We create profitable and enduring lines of business that aim to improve people’s lives through products that reflect Sarah Ferguson’s unique life, creativity and core values.

Pillars:Living. Inspiring. Giving.

Personality: Compassionate, Elegant, Genuine, Exuberant, Original.

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The Hartmoor brand in action

Hartmoor has been formed to harness the commercial activities of Sarah Ferguson, Duchess of York, into a focused brand platform. By evaluating all business opportunities against the brand strategy, we can ensure that the activities of the brand create desired public perceptions

•Will this opportunity carry the Hartmoor name?

Yes If no, how can we tie it back to Hartmoor?

•Will this opportunity target the audiences we seek?

Yes If no, how can it be adjusted or promoted to reach them?

•Does it further our mission and vision?Will it result in profitable and enduring lines of business?Does it embody the spirit of “compassionate capitalism” befitting a world class brand?Does it reflect the unique life, creativity and core values of Sarah Ferguson?Does it fit with the company’s desire to be a model for social responsibility and eco-

friendliness?

Yes If no, where are the opportunities to create a uniquely Hartmoor offering?

•Does it support each of our brand pillars?

Does it reflect the harmony of Living, Inspiring and Giving?

Yes If not, which pillars need to be strengthened to bring it into alignment?

•Is it executed and delivered to emphasize brand personality?Does this communicate Compassionate, Elegant, Genuine, Exuberant and Original?

Yes If it conflicts with our personality, how could we make it more Hartmoor?

If none, how can we infuse key traits into this opportunity?

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HARTMOOR

HARTMOOR

an introduction

BY SARAH FERGUSON

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PARTNERSHIP

Emphasizing high-design and creativity, Hartmoor will be a licensor of a range of branded lifestyle products and services and a creative concept studio for original media content.

Currently Hartmoor seeks manufacturing, distribution and media partners to continue to grow the Sarah Ferguson brand in areas that authentically reflect her interests and passions and build on her demonstrated success. Specifically:

− Lifestyle Products and Services

− Children’s Products

− Media Content

− Health & Wellness

OPPORTUNITY

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LIFESTYLE PRODUCTS

With a well-established reputation as a hostess, style maven and healthy living advocate, Sarah Ferguson represents an aspirational lifestyle.

PRIORITY OPPORTUNITIES

− Furniture and fabric design

− Decorative accessories

− Tableware

− Clothing

− Perfume

− Linens

− Investment products and services

OPPORTUNITY

Respondents to a recent online poll measuring Sarah Ferguson’s appeal described her as:Classy (45%)

Stylish (37%)

Interesting (42%)

In a separate study, respondents to described her as:

An inspiration for making a come back (50%)

Physically attractive (36%)

Hardworking (33%)

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LIFESTYLE PRODUCTSOPPORTUNITY

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CHILDREN’S PRODUCTS

As a mother to two, Sarah Ferguson’s love and commitment for children is expressed not only in charitable work, but has inspired creative pursuits, such as a number of children’s books and related products. In particular, the Little Red series shows considerable opportunity for licensing partnerships.

PRIORITY OPPORTUNITIES

− Toys and games

− Dolls and plush toys

− Additional books

− Costumes

− Soft goods (sleeping bags, linens, beach towels)

− School accessories (lunch boxes, book bags)

− Children’s decor and accessories

OPPORTUNITY

Respondents to a recent online poll measuring Sarah Ferguson’s appeal described her as:Warm (39%)

Sincere (32%)

Confident (37%)

In a separate study, respondents to described her as:

A good mother (36%)

A good role model (36%)

Helps children (32%)

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CHILDREN’S PRODUCTSOPPORTUNITY

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MEDIA

The complex and inspiring story of Sarah Ferguson has captivated the public’s interest for decades, creating a remarkably large and diverse fan base around the world. As such, there is an opportunity to build multimedia content based on her life, ideas and charities.

PRIORITY OPPORTUNITIES

− Talk shows (TV or radio)

− Books and articles

− Websites

− Television and film concepts

− Motivational appearances

OPPORTUNITY

Respondents to a recent online poll measuring Sarah Ferguson’s appeal described her as:Attractive (47%)

Intelligent (42%)

Influential (39%)

In a separate study, respondents associated her with

Refreshing attitude and keen wit (53%)

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MEDIAOPPORTUNITY

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HEALTH & WELLNESS

Sarah Ferguson’s unique history of resilience, together with her success in weight loss and advocacy for women’s and children’s health have made her an aspirational role model in the health and wellness arena. There is an opportunity to leverage and build on these perceptions through focused efforts that educate and inspire consumers to take charge of their own health and treat themselves and their families well.

PRIORITY OPPORTUNITIES

− Website to offer advice, products and services

− Expansion of publishing franchise into life advice, divorce advice, and thought leadership regarding childhood obesity

− Wellness-focused products and services that integrate with the lifestyle and children’s efforts

OPPORTUNITY

Respondents to a recent poll measuring Sarah Ferguson’s appeal described her as:An advocate for women’s health (22%)

Someone who promotes wellness (50%)

A good role model (36%)

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HEALTH & WELLNESSOPPORTUNITY