“Products are made in the factory, but brands are created in the mind.”

Walter Landor

The Benefits of a Premier Brand

Vitality for Generations Loyalty

Bonding with audiences

Relationship Building

Equity Transference

A Promise built on delivery of consistent value ...

To Strengthen ties between two parties

And Believe in the Promise … as a Partnership in Trust

Building the Brand

First, listen ...

To the marketplace ... to the competition ... to yourself ...

Then, look ...

One must create images that reinforce the essence of the product or service...

Finally, create ...

The brand team's role is to translate the vital benefits of a brand

to the appropriate audiences

to reinforce loyalty

to stimulate new sales to motivate new users What Is Created ?

Value and Reliabilitythat will enhance trust

Feelings that Endurethat amplify perceptions

Bridges of Honesty

to unite the giver and receiver

Commitments to support and honor equities

What can be Anticipated from a Premier Brand?

A successful brand generates ROI above industry metrics due to loyal users.

1. Consumer loyalty enables higher pricing

2. Consumer loyalty reduces switching

3. Consumer loyalty generates new users

4. Consumer loyalty drives new products/services

Brand development requires commitment and consistency.

1. Consistent messages

2. Consistent visual presentations

3. Consistent employee presentations

4. A Committed champion of the brand

Branding Engagement Programs

Integrated Co-BrandingWalmart

Package design ofnew superior (20 year warranty) low cost paint brand with emotional equity of House Beautiful magazine

and quality assurance of Valspar paint.

Brand RenewalTyson

New line of micro-meals

Category AdditionsConAgra

New line of chicken snacks

New Brand PackagingKraft

New product targeted for on-the-go eatingNew cheese product for Hispanics

Identity Amplification

Tom Thumb SupermarketsNew script trademark, private label packaging and department branding

Brand extension on Dallas Stars Zamboni ice machine

Branding Experience Summary

American Airlines TysonAnheuser Busch TWAThe Associates Texas InstrumentsBayer AspirinBetty Crocker Cake Mixes REGIONAL COMPANIESBorden Snacks & DairiesBrinker International Barq's Soft DrinksCarnation Block DrugCelestial Seasonings Grandy'sChiffon Margarine Imperial SugarClorets Mrs. Baird's BreadConAgra Owen's SausageContinental Airlines Pilgrim's PrideDr. Pepper WhataburgerExxon Wolf Brand ChiliFedExFrito Lay HEALTHCARE PROVIDERSGreyhoundHertzHeinz Baylor Fast Keebler Club CorpKleenex Dallas RehabKraft Epic HealthcareLibby's Owen HealthcareListerine Presbyterian HospitalsLitton HumanaMurine VHANISSAN Legend PharmaciesPeak Antifreeze St.Paul HospitalPet Strategic Health SystemsThe Pillsbury CompanyPorsche RETAILERSProcter & GambleRaytheon HallmarkQuaker J.C. PenneyRalston-Purina Neiman-MarcusR.J. Reynolds/Nabisco Tom ThumbSara Lee SafewayScott Paper Walmart