The document defines key aspects of a brand including: 1. Four customer personas - The Utility Customer (Martha), The Lifestyle Customer (Jack), The Identity Customer (Maddy), and their priorities. 2. The brand promise of simplifying customers' financial lives through consolidation of cards onto a single device. 3. The brand personality of being dynamic, connected, trusted, and reliable. It provides insights into the customers' experiences through quotes and touches on building out the brand architecture and customer journey.

1. the problem

2. 3 objectives
define the brand
(truths & pyramid)
define the customer
(personas)
define the experience
(customer journey…tomorrow)

3. customer psychographics
Personality Interests Income Age
Super Mom Family first, helicopter $142 43
Martha
mom, tech filled home
Frequent Flier Driven, world traveler, $186 45
Jack
sophisticate
Elizabeth Savvy Career Woman Active life, sophisticated $182 43
tastes, charity
Smart Shopper Career Professional single mom $50 40
Andrea
balancing act
Maddy Entertainment Freak Work & socializing, fitness $32 28
Alison Educated Working No kids, dating, friends, $53 32
Shopaholic food, fitness
Sean Affluent Entrepreneur Health & fitness, $97 46
investments
Ryan Young Energetic Geek Free time online AND $48 33
outdoors

4. customer priorities
Secure Convenient Consolidates Easy Cool Reliable Trusted
Martha HI HI HI HI LO HI HI
Jack MOD HI HI HI HI HI MOD
Elizabeth HI HI HI HI MOD HI HI
Andrea HI HI HI HI LO HI HI
Maddy HI HI MOD MOD HI HI HI
Alison HI MOD MOD HI MOD HI HI
Sean MOD MOD HI HI MOD HI MOD
Ryan LO LO MOD MOD HI HI MOD

5. brand pyramids
iCache simplifies life.
icache works with my
iCache helps your cards
promise bank to make my financial keep up with you.
life simpler
Trustworthy. Secure. Intelligent. Helpful. Fun. Provocative. Ice
Accepted. Useful. Intuitive. Reliable. Stylish. breaker. Low Maintenance.
personality
Convenient. Risk-Free. Accepted. Respected.
Cordial, professional, a A very competent personal A very cool and organized
trusted tool for assistant: friendly efficient friend.
relationship
modern living. effective.
Works simply, securely and reliably.
performance
Consolidates my cards with one simple solution,
function state-of-the-art security, online management and support.
utility lifestyle identity

6. the utility customer
Martha
“I received a brochure from my bank for this interesting gadget.
I followed the directions and plug it into my computer…it was
pretty simple.
Moment of Truth
The first time I was going to use it I brought my wallet with me
too just in case….I pulled it out of my purse and did the thing
with my fingerprint… it felt a little strange
Every week I get an email from the banking reminding me to keep
it charged and that there are some new offers
I’ve got to admit I like using my Super Card.
With all the fees I pay to my bank, this seems like one thing they
do that actually simplifies my life.”

7. the utility customer

8. the lifestyle customer
Jack
“As the new biz guy for I’m on the road a lot….so I’m sitting in
the Admiral’s Club last month and saw a write up on this thing
called iCache on Gizmodo.
It looked pretty cool and seemed like it would solve a problem for
me since my wallet is stuffed with cards, expense report receipts
and business cards.
I like the idea of having this uber card…so I went to the iCache
store on the web and read more about it. It said there’s this
online card management service that shows balances, airmiles,
even giftcards. It’s a lot like Quicken. Cool package and it was
easy to set up.
The Moment of Truth
They even offered me a an emergency replacement service for
$25 bucks. Now that’s a service I can use.”

9. the lifestyle customer

10. the identity customer
Maddy
“I was on instyle.com and I saw a piece on the Swag Suite at this
years Emmy’s and there’s Jamie-Lynn Sigler with this little
electronic wallet thing. It basically condenses down all your
cards and puts them on one card that slides into this ipod
looking thing.
Moment of Truth
It looked so cool…and it frees up space in my bag and I really
like that it only works with your fingerprint because I lost my
wallet in a club last year and its was such a pain to cancel all my
cards.
I could order other faceplates and cards so I got a green leather
case and every month I get a new card with different pictures. I
just pop it into my bag along with my cell phone, my ID and some
lipstick and some tic tacs and I am good to go.”

11. the identity customer

12. the brand
the promise my wallet, evolved
dynamic, connected
the personality
trusted, reliable friend
the relationship
(
secure, intuitive, flawless
the performance
consolidated digital wallet
the function

13. brand architecture
Corporate Icache Icache Icache
Application/ Utility CitiBank Cache-in icache MIcardCentral
CardHub
Device Citibank icache MyWallet MIwallet
Card icache Supercards CacheCards MIcards
Transaction Caching In Caching In MIswipe

14. the customer journey