This document proposes a new project called "Project Banzai" to create a new revenue stream for Brand Asset Valuator's (BAV) brand database. It suggests developing an online Brand Asset Index that lists the world's leading brand values and provides tools and analytics. This would establish BAV as the leading resource for measuring intangible brand value and help business decision-makers. The proposal outlines targeting executives, developing mobile applications and content, partnerships, and an annual listing fee model to generate new consulting and subscription revenue for BAV and Young & Rubicam Brands.

1. Brand Asset Valuator
Project Banzai
Prepared for John Gerzema, Y&R, Global Insights Officer
Submitted by Lee “Chappy” Chapman
September 28, 2010

2. Brief
Create a new revenue pipeline to amortize Brand Asset
Valuator’s proprietary brand and financial database
franchise. Create new demand for BAV modeling and
client engagement.
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3. Brand Challenge
Separate the wheat from the chaff; distinguish BAV, the
empirical model, from what the data can do - Energize
Differentiation. Brand Asset Valuator’s brand proposition
and its product offering occupy similar positionings.
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4. Examining the BAV Value Proposition
Many moving complex parts, introducing new language
POSITIONING
POINT OF DIFFERENCE
VALUE PROPOSITION
PRODUCT PORTFOLIO
REASON TO BELIEVE
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5. Applying the BAV Methodology
Steep Learning Curve: Theory to System to Application
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6. Current Brand Asset Consulting Product Portfolio is
Extensive and Comprehensive
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7. Situation Analysis - Hypothesis
Universally, today’s business climate for brand and
financial management suffers low visibility; decisions made
today can appear as illusions tomorrow. How do
managers assess brand value in uncertain markets?
New metrics come and go as passing waves. Decision
makers require easy-to-use, accurate and reliable tools,
and systems more than ever. Confidence is achieved
through market-proven strategic validation.
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8. U.S. Consulting Market by Product Revenue - 2009
CORPORATE STRATEGY
$26.2B
CORPORATE ADVISORY
$8.8B
MARKETING/SALES: $1.8B
BRAND INSIGHT: $1B
Source: IBISWorld, 2010
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9. Brand Advisory Category & Marketplace
2009 Brand Insight Revenue by Competitor, Millions
Source: AAAA, Adage.com
$300
$225
$150
$75
$0
Interbrand Forrester Mintel Landor FutureBrand Futures Co Greenfield Iconoculture
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10. Competitive Mapping
Innovation
Trefis
BAV Franchise
Iconoculture
Interbrand FutureBrand
FutureBrand
Wolf Olins
Agency Planning
Consult Landor Advise
Research
BCG
Greenfield
McKinsey
Mintel
Prescription
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11. Performance Sells
Market-proven results and track record are technical
benefits
COMPETITIVE ADVANTAGE
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12. Business Opportunity
Create the only pipeline strategically connecting brand
value to investment and capital markets, helping business
decision leaders recognize future growth value.
Young & Rubicam Brands introduces Brand Asset Index,
the largest composite of the world’s leading brand values
listed on one digital market space.
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14. Idea
Use legacy data to build the foundation for the most
powerful, online, real-time brand reference tool in
business; index company and category data to exchanges
around the world, establishing Brand Asset Index as the
leading indicator and measure of intangible brand value.
1993 2010+
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15. An Authoritative Digital Brand Presence
Powerful, rich content-driven applications and solutions
• World’s Largest Brand Data Base
• Most Powerful Brand Model
• Brand Asset Index
• Mobility - Blackberry, iPad
• Stock Screening and Tracking
• Analyst Earnings Models
• Expert Bloging
• News and Information
• Decision Maker Community
• BAV Analysis, Applications, Resources and Tools
• Brand Asset Consulting
• On-Demand Research and workshops
• Partnerships: AAAA, CFA, CMO Council, FASB, NYSE , NYSSA, Wired
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16. An Application to Modern Business Thinking
User Interface
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17. User Benefit
The most accurate measure of brand value in the world.
Access to the most powerful consumer-based and
empirical brand valuation model, explaining how brands
grow, decline and recover.
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18. Young & Rubicam Brands Benefit
New, Optimized and Scalable Revenue and CF Streams
Incremental Growth Code:
• Brand Asset Index Annual Listing Fee
• Multi-faceted and scalable index format
• Subscription service to access rich content
• Ancillary advertising revenue
• New penetration by Fortune rank, business, category, and brand value
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19. Brand Asset Valuation Consulting Revenue Model
A funnel of growth: List, Purchase, Retain
LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4
List on Brand Asset Measure with BAV Engage BAV Realize benefit - Long
Index tools and studies Consulting for brand term relationship
management
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20. Strategic Approach
Elevate the legacy of BAV from database to market space
PRODUCT OFFERING
Listing the World’s Most
Powerful Brand Values
PRODUCT PACKAGE PLACE PRICE PROMOTION
Original Brand Valuation, B2B Digital, Wireless, Mobile Premium Public Relations, B2B
Rich Content Community
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21. Target
Executive and Institutional Decision Makers, Leaders, and
Managers who are fiduciaries of brand value and wealth
Fortune 1000
•Domestic and Foreign-listed companies
Level
•C: Decision Makers in Brand, Corporate Coms, Finance, Innovation,
Investment, Marketing Coms, Media, Sales, Strategy, Ventures, etc
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22. High Profile Target Usage
Energizing brand strategies that impacts business
performance
•Brand Management
•Capital Expenditure Decision Making
•Board-Level Corporate Strategy, Governance and Policy
•Investment Thesis and Research
•Product Marketing & Sales Strategy
•Merger & Acquisition, Private Equity Buyout Suitor Identification
•Brand Architecture, Portfolio Integration, Divestitures
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23. Considerations
How much more than $130M is Y&R willing to invest?
What is the future of BAV and Brand Asset Consulting?
Who will be responsible for new growth and development?
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24. End
BAV, Managing the World’s Brand Value.
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