entrepreneurial branding nick lepetsos philanthropy ventures, llc ceo/founder halocard® &...

Entrepreneurial Branding

Nick LepetsosPhilanthropy Ventures, LLC

CEO/FounderHaloCard® & EqualityCard®

Course Description

• Brand value creates long-term profitable relationships with consumers in an increasingly commoditized arena. Building brand equity involves managing brands within the context of other brands, as wells as within the new digital context, over time and distance, and across multiple market segments.

What We Do

• We offer two “identity” branded credit cards that allow cardholders to generate donations equal to 1% of their purchases to the 501c3 non-profit of their choice.

• HaloCard® is designed for the universe of philanthropic “givers”

• EqualityCard® is designed for the LGBT community• Our cardholders elect to sacrifice the typical rewards

programs offered by larger issuers (airline miles, hotel points, toasters, etc.)

• Our cardholders prefer to support the causes and organizations that mean the most to them.

What We Do

• We have over 2,000 cardholders• EqualityCard® brand is gaining nationwide

recognition in the LGBT community• We have 140 non-profit affiliates which have aligned

with us (65 EqualityCard® and 75 HaloCard®)• Cardholders have generated over $40,000 in

donations since our inception• Q4 2014 was a record, with over $15,000 in

donations generated

Who We Want to Be

• We think of ourselves as an identity branding company

• We plan to expand the number of identity groups that we serve

• We plan to expand the products and services that we offer to those identity groups.

Disclaimer

Evolution of Identity Branding

• 1910s – 1930s• One Dimensional Branding (Availability)• Purchases were based upon local and regional

availability of products• Branding was done because printable

packaging allowed for it• No real benefits or features noted

1910s- 1930s

Evolution of Identity Branding

• 1940s – 1950s• One Dimensional Branding (Quality)• Purchases begin to reflect personal taste and

perception of quality• Branding was done to differentiate the

product from competitors• Very little mention of value (Quality/Price)

1940s - 1950s

Evolution of Identity Branding

• 1960s• One Dimensional Branding (Lifestyle)• Purchases begin to reflect one’s goal of

projecting a desirable lifestyle • Branding was done to promote such a lifestyle

without as much regard to quality • Still no mention of value, but the introduction

of sex as a branding tool

1960s

Evolution of Identity Branding

• 1970s – 2000s• Two Dimensional Branding (Value =

Quality/Price)• Products begin to be commoditized, and

widely available from many vendors. • Customers turn into savvy consumers • Brands begin to acknowledge the value

element

1970s – 2000s

Evolution of Identity Branding

• 2010s• Three Dimensional Branding (Quality, Price &

Social Impact)• Brands recognize that consumers want socially

responsible products • Brands recognize that they have to respect and

honor certain identity-level psychographic characteristics, such as personality, values, opinions, attitudes, interests, and lifestyles

• The opportunity for Identity Branding is born!

2010s

What We Really Want to Be

• “Identity” Branding Company• Identify groups of consumer prospects who share the

same identity-level psychographic characteristics, such as personality, values, opinions, attitudes, interests, and lifestyles.

• Develop products that are branded, delivered and serviced in a manner that is consistent with those characteristics.

• Earn the trust and confidence of the group• Create a unique, loyal bond with customers that allows us

to earn more of their business.

• Let me show you some of our progress…

Nick Lepetsosnick@equalitycardproject.com303-916-9143