Final deliverable to European client on brand strategy, corporate identity, positioning, key attributes, constituent analysis, final recommendations.

1. Building, Evaluating, and Supporting a World-Class Brand Identity in a Changing World Brand Counsel, LLC Jeff A. Gregory July 27, 2009

2. Brands create value. We create Branding Brilliance™.

3. Why Brand to Begin With? It’s No Like It’s Money in the Bank or Anything… Value of Global Brands as Measured by Interbrand BrandBrand Value (Billion $)Market Cap.Brand Value as % of Market Cap Coca-Cola$83.8 $142.2 59% Microsoft $56.7 $271.9 21% IBM $43.8 $158.4 28% GE$33.5 $328.0 10% Ford $32.2 $57.4 58% Disney $32.3 $52.6 58% Intel $30.0 $144.1 21% McDonald’s $26.2 $40.9 64% AT & T $24.2 $102.5 24% 10 Marlboro $21.0 $112.4 19% .

4. Why Build the (redacted)Brand? Brand building is not just advertising – it’s aspirational to your target audiences Brand building involves innovation and internal creation exercises Excellence in execution creates huge payoffs Services (products) are key to the brand The brand is more than services – emotion, self-expression, achievement Connect with customers on an emotional level Use sub-brands to tell a story and manage perceptions It’s the one asset with the highest net return

5. “ A brand is the face of a business strategy” - Scott Galloway, Prophet Strategy Brand: A promise. A distinguishing name and/or symbol intended to identify goods or services of a seller. When executed correctly, a huge competitive and market advantage. Indicators of an Under-emphasis on Brand-Building Managers can’t identify with confidence the brand associations and the strength of those associations. Knowledge of levels of brand awareness is lacking. There is no systematic, reliable, sensitive, and valid measure of customer satisfaction and loyalty. There are no indicators of the brand tied to long-term success of the business that are used to evaluate the brand’s marketing effort. There is really no person in the firm who is charged with protecting and growing the brandequity. There is no long-term strategyfor the brand.

6. Exercise: What is (redacted)Strategy? Who is the Ideal Client?

7. “Strong brands usually move beyondproduct attributes to a brand identity based upon a brand personality and a relationship with customers” David Aaker, Building Strong Brands, Prophet Brand Strategy ‘ Corporate branding is an intentional, marketing-oriented communications platform across all business units, media, and audiences. It is a planned, inclusive strategy that sets standards for all divisions…for the cumulative benefit of the corporation. It is a declaration of “who we are”, “what we believe”, and “why you should put your faith in our company”. James R. Gregory, CoreBrand

9. Motivation * Strengths, strategies * Brand heritage

10. Unmet Needs * Vulnerabilities * Strengths/capabilities

12. Product attributes 2. Innovation (ex. Genuine, Imagery

13. Quality/value 3. Consumer concern Energetic, Rugged, 2. Metaphors

14. Uses 4. Trustworthiness Personal) 3. Brand

15. Users 5. Local vs. global 2. Brand-customer Heritage

17. Emotional benefits

18. Self-expressive benefits ↓ BRAND-CUSTOMER RELATIONSHIP – speak their language – Brand Resonance™ ↓ BRAND IDENTITY IMPLEMENTATION SYSTEM – Brand Architecture BRAND POSITIONING ↓ Execution ↓ TRACKING – Monitoring the brand position

20. Organizational Culture

23. Truly Tailored Solutions

24. Extreme Client-Centric Focus

25. Opportunistic

26. Flexible, Adapting, Evolving Organization

27. Passionate and Engaged

28. Pragmatic

29. Intellectually Curious – always digging deeper

30. Incredible Dedication to the Client

31. Always Going the Extra Kilometers

32. Always First-Person Observation of Focus Groups

34. Technology

38. Stakeholder Images (based on new identity of consulting): B-

41. We Do Not Outsource

42. We Stay Close to the Data

43. We are Highly Experienced in Life Sciences

44. We Understand European Regulatory and Reimbursement

45. We Have a Unique Perspective on Markets

46. Weare a Special Type of People

47. We Take Extreme Measures to Provide Clean, Clear Data

48. Our Quality Control is Second to None

49. We are a Melting Pot of Global Cultures

50. We Have Been on the Continent for Nine Years

51. We Have Team Members with 25 years in Healthcare, both in the US and Europe (the Hugo factor)

52. We are Truly Global

53. We Execute Market Research Projects Anywhere in the World

54. We Have a Growing Consulting Practice

56. Explore Markets

57. Deliver Market Solutions

59. Website should also include the following additions:

60. Client Page (s)

61. Better quantified results on Case Studies

62. (redacted newly created brand name)

63. A Split Between Client-Facing Partners and Operational/HR Support (i.e. 2 pages versus one)

64. Complete consistency in all corporate communications: standardized PowerPoints, better examples, identical email signatures.

66. Additional Recommendations Is it time for an internal, dedicated marketing person ? Public Relations (PR) is nearly free, and we are not taking advantage of it at all: awards, nominations (E & Y), new client wins. Google Adwords Budget? Higher Grade Corporate Collateral Journal Article Publishing – more!