Overview of BrandForward, a brand research and strategy consultancy.

1. An OverviewAn Overview

2. © 2018 by BrandForward, Inc.© 2018 by BrandForward, Inc.
BrandForward, Inc.BrandForward, Inc.
 Founded in 1999Founded in 1999
 Has served over 200 different clients globallyHas served over 200 different clients globally
 From start-ups to Fortune 100 companiesFrom start-ups to Fortune 100 companies
 In almost every business sectorIn almost every business sector
 A company of 10 highly experiencedA company of 10 highly experienced
professionals, including:professionals, including:
 Qualitative and quantitative research professionalsQualitative and quantitative research professionals
 Brand strategistsBrand strategists
 CopywritersCopywriters
 Graphic artistsGraphic artists
 All projects are led by Brad VanAukenAll projects are led by Brad VanAuken

3. © 2018 by BrandForward, Inc.© 2018 by BrandForward, Inc.
Brad VanAuken,Brad VanAuken,
President & founderPresident & founder
 Internationally known brand expertInternationally known brand expert
 35+ years of experience in branding35+ years of experience in branding
 17 years in line marketing roles in marketing-driven17 years in line marketing roles in marketing-driven
companiescompanies
 19 years as a consultant19 years as a consultant
 Led brand management & marketing for Hallmark CardsLed brand management & marketing for Hallmark Cards
 Has conducted hundreds of research studiesHas conducted hundreds of research studies
 Harvard MBAHarvard MBA
 Named one of the Top 100 Most Influential Marketers byNamed one of the Top 100 Most Influential Marketers by
Invesp in 2008 and 2009Invesp in 2008 and 2009

4. © 2018 by BrandForward, Inc.© 2018 by BrandForward, Inc.
Brad’s Branding Books Sell Globally

5. Brand Aid, second editionBrand Aid, second edition
More than 30,000 copies soldMore than 30,000 copies sold
Used by business schools throughout the worldUsed by business schools throughout the world
““I regard the First Edition of Brad VanAuken'sI regard the First Edition of Brad VanAuken's
Brand Aid (2003) to be the best and mostBrand Aid (2003) to be the best and most
practical book on branding I have read. Thispractical book on branding I have read. This
(2015 edition) is a book, like the first, that you(2015 edition) is a book, like the first, that you
will always keep close at hand and read overwill always keep close at hand and read over
and over again.and over again.””
Amazon.com customerAmazon.com customer
Available at Amazon.com andAvailable at Amazon.com and
Barnesandnoble.com.Barnesandnoble.com.
© 2018 by BrandForward, Inc.© 2018 by BrandForward, Inc.

6. © 2018 by BrandForward, Inc.© 2018 by BrandForward, Inc.
Services OfferedServices Offered
 Brand auditBrand audit
 Brand researchBrand research
 Brand equity measurementBrand equity measurement
 Brand mission, vision and valuesBrand mission, vision and values
 Brand strategy and positioningBrand strategy and positioning
 Brand co-creation with customersBrand co-creation with customers
 Brand storytellingBrand storytelling
 Brand architectureBrand architecture
 Brand identity (including names, logos and taglines)Brand identity (including names, logos and taglines)
 Brand elevator speechBrand elevator speech
 Customer experience designCustomer experience design
 Brand marketing planBrand marketing plan
 Brand extension research and strategyBrand extension research and strategy

7. © 2018 by BrandForward, Inc.© 2018 by BrandForward, Inc.
Also offeredAlso offered
 Consensus building workshops (organizationConsensus building workshops (organization
mission/vision, brand positioning, brandmission/vision, brand positioning, brand
architecture)architecture)
 Ideation sessions (customer touch point design,Ideation sessions (customer touch point design,
new product development, out-of-the-boxnew product development, out-of-the-box
marketing strategies and tactics)marketing strategies and tactics)
 Educational seminars (all aspects of brandEducational seminars (all aspects of brand
management and marketing – over 60 topics)management and marketing – over 60 topics)
 Marketing agency selectionMarketing agency selection

8. © 1999-2018 by BrandForward, Inc.© 1999-2018 by BrandForward, Inc.
BrandInsistenceBrandInsistenceSMSM
 The basis of our proprietary brand equityThe basis of our proprietary brand equity
measurement systemmeasurement system

9. © 1999-2018 by BrandForward, Inc.© 1999-2018 by BrandForward, Inc.

10. © 1999-2018 by BrandForward, Inc.© 1999-2018 by BrandForward, Inc.

11. Examples of OurExamples of Our
Brand Identity WorkBrand Identity Work
© 2018 by BrandForward, Inc.© 2018 by BrandForward, Inc.

12. Examples of OurExamples of Our
Brand Identity WorkBrand Identity Work
© 2018 by BrandForward, Inc.© 2018 by BrandForward, Inc.

13. Tagline OnlyTagline Only
© 2018 by BrandForward, Inc.© 2018 by BrandForward, Inc.

14.  Award-winning blog created in 2014Award-winning blog created in 2014
 Following an online newsletter first published inFollowing an online newsletter first published in
19991999
 More than 550 blog posts to dateMore than 550 blog posts to date
© 2018 by BrandForward, Inc.© 2018 by BrandForward, Inc.

15. © 2018 by BrandForward, Inc.© 2018 by BrandForward, Inc.
Why you will want to work with usWhy you will want to work with us
 We are brand research, strategy, positioning and identity experts, focusingWe are brand research, strategy, positioning and identity experts, focusing
on creating competitive advantageon creating competitive advantage
 We work at the intersection of brand strategy, competitive strategy andWe work at the intersection of brand strategy, competitive strategy and
business model strategybusiness model strategy
 Our proprietary BrandInsistenceOur proprietary BrandInsistenceSMSM
brand equity measurement systembrand equity measurement system
measures more than 90 components of your brand’s equity, including themeasures more than 90 components of your brand’s equity, including the
five drivers of customer brand insistencefive drivers of customer brand insistence –– awareness, relevantawareness, relevant
differentiation, value, accessibility and emotional connectiondifferentiation, value, accessibility and emotional connection
 We understand your issues -- All team members have been upper levelWe understand your issues -- All team members have been upper level
marketing/research managers for top marketing-driven companiesmarketing/research managers for top marketing-driven companies
 Our process is proven and tool-rich but also flexible enough to meet eachOur process is proven and tool-rich but also flexible enough to meet each
client’s specific cost, schedule and performance needsclient’s specific cost, schedule and performance needs
 We believe in involving our clients in the process, educating them andWe believe in involving our clients in the process, educating them and
helping them build internal consensus around the outcomeshelping them build internal consensus around the outcomes
 We have been told that we are easy to work withWe have been told that we are easy to work with
 We completely guarantee our workWe completely guarantee our work

16. © 2018 by BrandForward, Inc.© 2018 by BrandForward, Inc.
How to Contact UsHow to Contact Us
 vanauken@brandforward.comvanauken@brandforward.com
 585-624-2043585-624-2043
 Website:Website: www.brandforward.comwww.brandforward.com
 Blog:Blog: www.brandingstrategysource.comwww.brandingstrategysource.com