Proprietary and confidential. Do not distribute.

Study Overview

2016 Prophet Brand Relevance Index

At Prophet, we believe that great brands are Relentlessly Relevant

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#BrandRelevance

Relentlessly Relevant brands consistently inspire us and move us to action. They make smart, bold moves that amaze customers, push competitors out of consideration, and – at times – define entirely new categories and markets. And they do it while remaining unwaveringly authentic to who they are.

Relentlessly Relevant brands engage, surprise and connect. They delight, disrupt and deliver. They are restless. They push themselves to earn and re-earn customers’ loyalty – and they define and redefine what’s possible in their categories and in our world.

Relentlessly Relevant brands have four key characteristics

CUSTOMER OBSESSED

DISTINCTIVELY INSPIRED

PERVASIVELY INNOVATIVE

RUTHLESSLY PRAGMATIC

#BrandRelevance

Poll question At your company, when it comes to driving relevance, which of the four key characteristics do you need to focus on most in 2016?

#BrandRelevance

CUSTOMER OBSESSED

RUTHLESSLY PRAGMATIC

DISTINCTIVELY INSPIRED

PERVASIVELY INNOVATIVE

Prophet Brand Relevance Index 2016 5 Proprietary and confidential. Do not distribute.

We are proud to announce Prophet’s inaugural Brand Relevance Index

•  400 brands rated by 10,000 customers across 27 categories •  Stories that bring the most “Relentlessly Relevant” brands to life •  Actionable insights for business leaders and brand builders

Brand Relevance Index

Background

#BrandRelevance

Why Now? Why Relentless Relevance?

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We decided it was time to introduce an index based exclusively on customer insight – one that could help business leaders and brand builders improve the relevance of their brands.

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2016 Brand Relevance Index Structure

Consumer brands in 27 categories that make up household spend

Included on the basis of business performance (revenue and revenue growth)

400 total brands

US Market

10,000 respondents drawn reflecting the US population

Shoppers of the category who are familiar with the brand

Brand relevance scores calculated by using consumer ratings on 16 attributes that define relevant brands

SAMPLE BRAND SELECTION

MEASURING RELEVANCE

Brand Relevance Index

The Top 50

#BrandRelevance

The Top 50 Relentlessly Relevant Brands

Airlines

Apparel (Casual)

Apparel (Sports)

Automotive

Beauty

Beverage

Beer

Computer HW/SW

Department Stores

Durables

Most Relevant Brands by Category

Entertainment

Financial Data Services

Food CPG

Restaurants

Grocery/Drug

Gasoline

General Merchandisers

Healthcare Facilities

Hospitality

Household & Personal

Insurance: Healthcare

Insurance: P&C

Internet Services / Retail

Retail Banking & Investing

Telecommunications

Toys & Sporting Goods

Wealth Management

Brand Relevance Index

Themes

#BrandRelevance

Relentlessly Relevant Brands… Discover breakthrough customer insights and use them to unlock tremendous growth

For example… LEGO – Uncovering the insight that girls and boys have different play styles, and and creating the Lego Friends line for girls to grow the next generation of “Builders.”

STARBUCKS – Addressing the pain point of waiting in long lines by offering a way to order ahead – and still keep the authentic Third Place interaction alive.

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Relentlessly Relevant Brands… Execute flawlessly to deliver on functional needs, earning trust and building durable bonds over time

For example… APPLE – Consistently setting the bar for devices we use both at work and at home, and creating a total ecosystem that empowers users to be more efficient, creative, and connected. BAND AID – Consistently developing a product of category-leading quality while also striking up relationships with partners as diverse as Isaac Mizrahi, the USO, and Disney. Always there in the moment of need between loved ones.

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Relentlessly Relevant Brands… Engage us in creative ways, integrating our interactions to create a remarkable customer experience

For example… NIKE – Analyzing shoppers’ unique running styles in store, developing an assessment, and recommending the perfect shoe.

CHICK FIL A – Consistently and authentically serving up a flavor of welcoming food and service that can’t be matched by other QSRs – and by executing on brand strategy we never forget

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Relentlessly Relevant Brands… Are truly a “category of one” for both everyday occasions and the moments that matter most

For example… AMAZON – Becoming a go-to resource for everyday household goods—small or large—for families across the country, shifting the way we shop as a nation.

SPOTIFY – Transforming workouts by creating a custom, dynamic, running playlist that syncs with listeners’ pace, resetting our expectations for a seamless and motivational exercise experience.

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Relentlessly Relevant Brands… Unapologetically and consistently deliver joy and delight

For example… PIXAR – Crafting joyful tales built on Fundamental Human Truths that make us experience the entire range of emotion, make us laugh, and connect us to one another even more deeply as people.

ETSY – Bringing consumers joy through handmade one-of-a-kind products and connecting niche crafting communities.

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Poll question Which brands’ position on the Brand Relevance Index surprised you the most?

Brand Relevance Index

Q & A

#BrandRelevance

Jesse Purewal Associate Partner (415) 774-6565 @jsp311 jpurewal@prophet.com

Scott Davis Chief Growth Officer (312) 296-7756 @scottdavisshift sdavis@prophet.com www.prophet.com

Thank you for attending.