This document outlines a brand strategy for Sarah Ferguson and her company Hartmoor LLC. It defines key brand elements including pillars of Living, Inspiring and Giving; a compassionate, elegant, genuine and exuberant personality; a mission to create profitable lines of business improving lives through Sarah's creativity and values; and a vision of being an admired world-class brand promoting health and well-being. The strategy provides guidelines for opportunities aligning with the brand and evaluating potential partnerships for lifestyle products, children's products and media content.

1. Brand Strategy
Sarah Ferguson
Hartmoor LLC
June 2007
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2. Table of Contents
• What is brand?
• Why is brand strategy important for Sarah Ferguson?
• Recommended brand elements for Sarah Ferguson
• Pillars
• Personality
• Mission
• Vision
• Brand filter
• Implementing the brand: An introduction to Hartmoor LLC
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3. What is brand?
Our brand represents who we are and
what we do.
Our brand is also the sum of how people
perceive us and, as such, lives in the hearts
and minds of consumers.
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4. What is brand strategy?
If brand is what we are and how we are
perceived…
brand strategy is how we manage our
brand to build the reputation we want.
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5. Why should we invest in brand?
1. Scalability – create a mechanism that enables the Duchess to shift her dialogue
from 1:1 to 1:many, increasing the scale of the business and the impact of her
good works
2. Connection – provide consumers with the emotional bridge that connects the
equities of the Duchess to Hartmoor LLC
3. Sustainability – create an enduring enterprise built on the Duchess’ honorable
values so that her good work lives for generations
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6. Brand strategy as a foundation for our business
Comm
Strategy
(what we say)
Business Strategy
(what we offer)
Brand Strategy
(the foundation of everything we do)
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7. Why is brand strategy important for SF/Hartmoor?
• The Sarah Ferguson brand already exists in the public domain. It is the
sum of the perceptions about the person.
From Dick Morris Survey (DM) and Q Score (Q):
– Sarah Ferguson is regarded positively by the majority of the public.
‐ 62% of people describe their opinion of Sarah Ferguson as “favorable,” with only 10% answering
“unfavorable.” (DM)
‐ 70% of Americans who are familiar with Sarah Ferguson rank her as either “one
of my favorites,” “very good” or “good.” (Q)
‐ Some strong associations currently exist
‐ 53% like her “refreshing attitude and keen wit” (DM)
‐ 50% see her as an “inspiration showing how a person can come back and shine again” (DM)
‐ 50% think of her as someone who has “done a lot to get people to join weightwatchers to promote
wellness” (DM)
‐ There seems to be potential for additional positive perceptions
‐ 22% of people surveyed see Sarah Ferguson as an advocate for women’s health (DM)
‐ 9% named specific likes along the lines of “resilient,” “independent” and “spunky” (DM)
‐ 8% named likes of “down to earth” (DM)
– Not surprisingly, women aged 35–49 are most familiar with Sarah Ferguson (Q)
‐ This group grew up and were young adults during the heyday of American obsession with the British
Royal family
– But this group also presents the largest challenge in reinforcing positive perceptions
‐ 35–49 are less likely than all other groups to rate Sarah Ferguson as “one of my favorites” (Q)
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8. Why is brand strategy important for SF/Hartmoor?
• To be a sustainable company, the Sarah Ferguson brand must become an
unvarying symbol of the Duchess’ authenticity, creativity and compassion,
while allowing her to live her more dynamic day-to-day life.
– With a robust heritage and tradition already in place, we must build and shape
perceptions to nurture the brand as a freestanding entity, rather than continuously
harvesting from the Duchess’ personality and goodwill.
– Building a brand on a personality means making deliberate decisions about which
aspects of the individual to adopt as part of the brand.
Individuals Brands
⁻ Human ⁻ Enterprise
⁻ Individual ⁻ Collective
⁻ Complex ⁻ Focused
⁻ Inconsistent ⁻ Consistent
⁻ Contradictory ⁻ Aligned
⁻ Take vacations ⁻ Always on
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9. The opportunity of building the Sarah Ferguson brand
Moving from here: To here:
(three different personas) (A focused brand)
Duchess of York
Sarah Ferguson
Fergie
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10. Recommended brand elements
Mission: What you are striving to accomplish with
everything you do.
Brand pillars: Core beliefs that guide behavior and
decisions. What you stand for.
Brand personality: Defines how you want people to
think of you.
The “flavor” you bring to your mission and brand pillars.
Vision: The impact you hope to have on the world. The
goal you strive to reach.
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11. Brand pillars
• What they are:
⁻ Core beliefs that guide behavior and decisions. What you stand for.
• Why they’re necessary:
⁻ To guide decision-making with clear guideposts for what’s core to your brand and
what’s not (knowing when to say “no”).
⁻ To attract and relate with like-minded consumers and potential partners.
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12. Exploring the personas
Duchess of York
As we explore the personas, we identify
multi-dimensional characteristics that
contribute to the richness. Some of these
Sarah Ferguson
characteristics support the vital pillars of
the brand; others are what give flavor to the
brand and inform the brand personality.
Fergie
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13. Perceptions of the “Duchess of York” persona
•Fairy tale
Duchess of York •Insider
•Discretion
•Consummate hostess
•Gentility
Sarah Ferguson
•Sportswoman
•Tradition and heritage
•Lore
Fergie •Refined
•Noblesse oblige
•Impeccable taste
•Compassionate
•Charitable
•Public platform
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14. Perceptions of the “Sarah Ferguson” persona
•Mom
Duchess of York •Businesswoman
•Author
•Generosity
•Compassion
Sarah Ferguson
•D.I.Y. (self-made, taking care of self)
•Empowered / empowering
•Empathy
Fergie •Fit and healthy
•Real
•Resilient
•Natural (no makeup)
•Creative
•Modern
•Responsible
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•Independent

15. Perceptions of the “Fergie” persona
•Spirited
Duchess of York •Breath of fresh air
•Accessible
•Fun
•Exuberant
Sarah Ferguson
•Energetic
•Vixen
•Down to earth
Fergie •Spunky
•Outspoken
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16. Perceptions from the personas form the pillars of the brand
Pillars Living Inspiring Giving
Perceptions • Fairy tale • Public platform • Charitable
• Consummate hostess • Noblesse oblige
• Gentility • Fit and healthy • Public platform
• Tradition and heritage • Businesswoman
• Refined • Mom • Generosity
• Impeccable taste • Author • Compassion
• Sportswoman • D.I.Y. • Mom
• Lore • Empowered • Empathy
• Insider • Resilient • Responsible
• Discretion • Real
• Creative • Energetic
• Fit and healthy
• Natural (no makeup) • Spirited
• Mom • Breath of fresh air
• Businesswoman • Accessible
• Creative • Fun
• Modern • Energetic
• Breath of fresh air
• Fun
• Energetic HARTMOOR PAGE 16
• Down to earth

17. Together, the brand pillars define the brand
[Ideas]
Inspiring
Mind
Body Spirit
Living Giving
[Products] [Charities]
Just as body, mind and spirit define the person
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18. As important as defining what you stand for is determining
what you don’t
Hartmoor is… Hartmoor is not…
Living • Accessible • Out-of-reach
• Traditional yet modern • Stodgy
• Inclusive (dept. store) • Exclusive (Cartier)
• Aspirational • Down market (Kmart)
Inspiring • Empowering • Condescending
• Realistic • Perfect (Martha Stewart)
• Humble • Inflated
• Authentic • Desperate (Rent-a-Royal)
• Ubiquitous
Giving • Responsible • Non-profit
• Generous • Selfish
• Dutiful • Inauthentic
• Compassionate • Cause marketing
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19. Personality
• What it is:
⁻ Captures who you are, defines how you want people to think of you. The “flavor” you
bring to your mission.
• Why it’s necessary:
⁻ Because how you accomplish your mission drives how your brand is perceived.
⁻ By describing and projecting a consistent personality, people can get to know
the brand and decide whether or not they want to associate themselves with
your brand.
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20. Brand personality
• Compassionate • Exuberant
⁻ Sincere heart ⁻ BOLD and cheeky
⁻ Purpose-based brand / Making a ⁻ Passionate, energetic, playful
difference ⁻ Always moving forward
⁻ Listening / Accepting ⁻ Creative
• Elegant • Original
⁻ Captures the royalty, elegance and polish ⁻ True to herself
of the monarchy ⁻ A distinctive style
⁻ Adds fairy tale interest ⁻ Shaped by wide variety of
⁻ Offers access and insider look at a life
experiences
few will experience
⁻ Discerning, trusted judgment ⁻ Outspoken and spunky
• Genuine
⁻ Accessible, grounded
⁻ Human face, easy to relate to
⁻ If she can overcome, so can I
⁻ Down to earth and friendly
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21. Mission
• What it is:
⁻ What you are striving to accomplish with everything you do.
• Why it’s necessary:
⁻ To align all of your actions around a common purpose.
⁻ To create momentum around a focused and strategic set of goals, rather than disparate
opportunities.
⁻ To manage what people think of you by staking a claim in meaningful territory.
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22. Mission
• Wecreate profitable and enduring lines of business that aim to
improve people’s lives through products that reflect Sarah Ferguson’s
unique life, creativity and core values.
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23. Vision
• What it is:
⁻ The impact you hope to have on the world. The goal you strive to reach.
• Why it’s necessary:
⁻ To provide a rallying cry for the organization.
⁻ To visualize a future state you desire to impact.
⁻ To provide a bigger purpose to strive for than the immediate business goals of
the company.
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24. Vision
• Tobe a significant and enduring world class brand admired for its
commitment to “compassionate commerce” and to producing
original, affordable, transformative products that inspire people to
achieve better health, well-being and a quality lifestyle.
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25. Brand strategy
Vision: To be a significant and enduring world class brand
admired for its commitment to “compassionate commerce” and to
producing
original, affordable, transformative products that inspire people to
achieve better health, well-being and a quality lifestyle.
Mission: We create profitable and enduring lines of business that
aim to improve people’s lives through products that reflect Sarah
Ferguson’s unique life, creativity and core values.
Pillars: Living. Inspiring. Giving.
Personality: Compassionate, Elegant, Genuine, Exuberant,
Original.
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26. The Hartmoor brand in action
Hartmoor has been formed to harness the commercial activities of Sarah Ferguson, Duchess of York,
into a focused brand platform. By evaluating all business opportunities against the brand strategy, we
can ensure that the activities of the brand create desired public perceptions
•Will this opportunity carry the Hartmoor name?
Yes If no, how can we tie it back to Hartmoor?
•Will this opportunity target the audiences we seek?
Yes If no, how can it be adjusted or promoted to reach them?
•Does it further our mission and vision?
Will it result in profitable and enduring lines of business?
Does it embody the spirit of “compassionate capitalism” befitting a world class brand?
Does it reflect the unique life, creativity and core values of Sarah Ferguson?
Does it fit with the company’s desire to be a model for social responsibility and eco-friendliness?
Yes If no, where are the opportunities to create a uniquely Hartmoor offering?
•Does it support each of our brand pillars?
Does it reflect the harmony of Living, Inspiring and Giving?
Yes If not, which pillars need to be strengthened to bring it into alignment?
•Is it executed and delivered to emphasize brand personality?
Does this communicate Compassionate, Elegant, Genuine, Exuberant and Original?
Yes If it conflicts with our personality, how could we make it more Hartmoor?
If none, how can we infuse key traits into this opportunity? HARTMOOR PAGE 26

27. HARTMOOR BY SARAH FERGUSON
an introduction
HARTMOOR

28. OPPORTUNITY PARTNERSHIP
Emphasizing high-design and creativity, Hartmoor will be a licensor
of a range of branded lifestyle products and services and a creative
concept studio for original media content.
Currently Hartmoor seeks manufacturing, distribution and media
partners to continue to grow the Sarah Ferguson brand in areas that
authentically reflect her interests and passions and build on her
demonstrated success. Specifically:
− Lifestyle Products and Services
− Children’s Products
− Media Content
− Health & Wellness
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29. OPPORTUNITY LIFESTYLE PRODUCTS
With a well-established reputation as a hostess, style maven and healthy
Respondents to a recent online
living advocate, Sarah Ferguson represents an aspirational lifestyle.
poll measuring Sarah Ferguson’s
appeal described her as:
PRIORITY OPPORTUNITIES
Classy (45%)
− Furniture and fabric design
Stylish (37%) − Decorative accessories
Interesting (42%) − Tableware
− Clothing
In a separate study, respondents − Perfume
to described her as: − Linens
An inspiration for − Investment products and services
making a come back
(50%)
Physically attractive
(36%)
Hardworking (33%)
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30. OPPORTUNITY LIFESTYLE PRODUCTS
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31. OPPORTUNITY CHILDREN’S PRODUCTS
As a mother to two, Sarah Ferguson’s love and commitment for
Respondents to a recent online
children is expressed not only in charitable work, but has inspired
poll measuring Sarah Ferguson’s
appeal described her as: creative pursuits, such as a number of children’s books and related
products. In particular, the Little Red series shows considerable
Warm (39%) opportunity for licensing partnerships.
Sincere (32%)
PRIORITY OPPORTUNITIES
Confident (37%)
− Toys and games
In a separate study, respondents
− Dolls and plush toys
to described her as: − Additional books
A good mother (36%) − Costumes
− Soft goods (sleeping bags, linens, beach towels)
A good role model (36%)
− School accessories (lunch boxes, book bags)
Helps children (32%) − Children’s decor and accessories
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32. OPPORTUNITY CHILDREN’S PRODUCTS
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33. OPPORTUNITY MEDIA
The complex and inspiring story of Sarah Ferguson has captivated the
Respondents to a recent online
public’s interest for decades, creating a remarkably large and diverse
poll measuring Sarah Ferguson’s
appeal described her as: fan base around the world. As such, there is an opportunity to build
multimedia content based on her life, ideas and charities.
Attractive (47%)
Intelligent (42%) PRIORITY OPPORTUNITIES
Influential (39%) − Talk shows (TV or radio)
− Books and articles
In a separate study, respondents − Websites
associated her with − Television and film concepts
Refreshing attitude and − Motivational appearances
keen wit (53%)
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34. OPPORTUNITY MEDIA
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35. OPPORTUNITY HEALTH & WELLNESS
Sarah Ferguson’s unique history of resilience, together with her
Respondents to a recent poll
success in weight loss and advocacy for women’s and children’s health
measuring Sarah Ferguson’s
appeal described her as: have made her an aspirational role model in the health and wellness
arena. There is an opportunity to leverage and build on these
An advocate for women’s perceptions through focused efforts that educate and inspire
health (22%) consumers to take charge of their own health and treat themselves and
their families well.
Someone who promotes
wellness (50%)
PRIORITY OPPORTUNITIES
A good role model (36%)
− Website to offer advice, products and services
− Expansion of publishing franchise into life advice, divorce advice,
and thought leadership regarding childhood obesity
− Wellness-focused products and services that integrate with the
lifestyle and children’s efforts
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36. OPPORTUNITY HEALTH & WELLNESS
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