This document discusses Nasdaq's efforts to balance its brand equity with marketing innovation through a brand journey initiative. It outlines five key lessons learned: 1) focus internal branding on employees, 2) recognize that no organization is alike and problems/values differ, 3) think ambitiously, 4) know your assets and maximize their potential, and 5) create a vision. The initiative increased Nasdaq's social media followers by 325%, traffic to its blog by 80%, and generated approximately $43 million in value with an 80% ROI.

1. Balancing Brand Equity
with Marketing Innovation

2. THE CHALLENGES
C O R P O R A T E M A R K E T I N G

3. FOCUS ON INTERNAL
AUDIENCE
LESSON 1

4. THE NASDAQ BRAND JOURNEY
Document Title4
External Research
Plan Developed
Internal
Interviews
Brand Positioning
Directions
Proposed
Employee/
Client
Focus
Group
Fielding
Analysis + Report Development
Internal
Campaign &
Mission/Vision/Va
lues Development
Brand Identity
Guidelines
Corporate
Campaign
Development
Campaign embedded into existing
activities and vehicles
Business Leader Socialization
Marketing Team Enhancement

5. Document Title5

6. KEY PERFORMANCE INDICATORS
Document Title6

7. RECOGNIZE YOU CAN’T
FIX EVERYTHING
(ATLEAST AT ONCE)
LESSON 2

8. EVERY ORGANIZATION IS DIFFERENT
WHAT IS THE PROBLEM AND WHAT DOES THE ORGANIZATION VALUE

9. KEY PERFORMANCE INDICATORS
Document Title9

10. THINK BIG
LESSON 3

11. THE OLD NASDAQ

12. THE NEW NASDAQ

13. WHAT ALL SUCCESSFUL COMPANIES/
INDIVIDUALS HAVE IN COMMON
Document Title13
Ambition is what all visionaries, innovators and
leaders and their companies have in common. It fuels
their success and empowers them to achieve what
others say can’t be done. When you’re ambitious you
want to be surrounded by like-minded individuals.
For those that call Nasdaq their home it is the place
to ignite their ambitions.

14. Document Title14

15. KNOW YOUR ASSETS
& MAXIMIZE THEIR
POTENTIAL
LESSON 4

16. MAXIMIZE YOUR CONTENT
Document Title16
80%Of all new visitors
are coming in from
MarketInsite
+60%YoY increase of
MarketInsite
Homepage views
TOP 10
MarketInsite is the
top 10 most viewed
section of the
website
$10MM
Marketing
revenue closed
$30MM
In pipeline built
Nearly
$20MM
Advertising revenue
generated

17. Document Title17
NASDAQ’S 1.6 MILLION SOCIAL MEDIA FOLLOWERS
Celebrity Takeover of Nasdaq’s
Instagram Account
Social on the TowerDigital Marketing Webshow #SocialBell Adena’s LinkedIn Influencer pageSnapchat Filter
Nasdaq’s
Snapchat with
custom branding
for companies
590k
25%
450k
32%
200k
259%
200k
2%
150k
750%
20k
350%

18. AT THE CENTER OF THE MARKETS
Document Title18

19. KEY
PERFORMANCE
INDICATORS
Document Title19

20. CREATE A VISION
LESSON 5

22. NASDAQ IS A FINANCIAL TECH COMPANY

23. Document Title23
KEY PERFORMANCE INDICATORS
ONGOING…

24. THE BENEFITS OF A STRONG BRAND
Document Title24
• A sizeable component of shareholder value
A study by Interbrand (in association with JP Morgan) concluded that on average brands
account for more than one-third of shareholder value
• Strong brands deliver greater returns
Studies by academics from Harvard, University of South Carolina and Interbrand of
companies featured in the “Best Global Brands” league table indicate that companies
with strong brands out perform the market.
• Brand value heavily weighted by investors
Respondents ascribe significantly more market value to reputation than they do to board
quality…82 percent and 71 percent (Source: Financial Dynamics)
• The long arc of recovery
On average, companies should expect that recovery (from a negative reputational event)
will take about 3-4 years to successfully rebuild a damaged reputation.
(Source: Weber Shandwick)

25. 2015 RESULTS
APPROXIMATELY $43MM IN VALUE CREATED; GENERATING AN 80% ROI
Revenue Closed
$10.3MMTotal revenue closed from marketing initiatives
$27.6MMOpen pipeline from marketing initiatives
Pipeline built
80%Percentage of all new visitors to website come
through Nasdaq’s new blog, MarketInsite
Traffic Created
30/45%Percentage of employees involved
in philanthropy and volunteerism
Employee Engagement
$20MMApproximately $20MM in advertising
value created from media placements
Ad Value Created
74%
Percentage of employees have improved
understanding of business strategy
Business Awareness
325%Growth in social media audience
Social Growth
$8MMNasdaq.com
Digital Revenue
$9.46MMProduction Equivalent
Design Value

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