The document discusses branding strategies for two case studies - Spalding and Eaton Vance. For Spalding, the strategy was to reposition it as the highest quality brand of authentic sporting goods equipment through a new brand vision and identity focused on respect for the game and equipment for superior performance. For Eaton Vance, the strategy was to expand their financial brand into an advisory institute that helps high-end advisors develop unique solutions and strategies for affluent clients through innovative programming.

1. Branding? January 7, 2009 WINSTANLEY PARTNERS

2. Communications Continuum Branding Transacting

3. Brand Exploration Brand Development Brand Platform Marketing & Advertising

4. Brand Exploration Brand Development Brand Platform Marketing & Advertising Concept Promise Strategy Execution Conditions

5. Who are you? Who you think you are? or How others perceive you.

9. Case Studies

15. Spalding: Around the Rim and In… New Identity True to the Game Aligns with new positioning Integrated with Spalding wordmark Contemporary Appeals to core consumer Memorable

16. Spalding: Around the Rim and In…

20. The Challenge The value proposition resonates in a demographic once removed from the source. EVAI EV sales EV clients

21. Two Options EVAI EV sales EV clients Push EVAI EV sales EV clients Pull OR

22. The Promise EVAI Brand Strategy Statement The Eaton Vance Advisor Institute caters to the highest end of the advisor marketplace by helping them develop unique solutions and strategies for today’s affluent. We do so by offering a range of innovative programming designed to deepen the conversation, strengthen relationships and elevate the client experience.

23. “ The griffin is a mythical beast – a cross between a lion and an eagle. The lion represents strength, the eagle range. Combined they represent wisdom and fortitude.” Alexander Nisbet—attributed to Chassaneus, as translated from Latin 1722

24. Build Internal Brand

25. Create External Value

26. Explore / Define Who are you? Why are you?

27. The Story & The Promise

28. Hear & Execute. What, to whom. To whom, what.

29. The Strategy & The Tactics.

30. The Customer’s perception is your reality .

31. It’s hard to be simple.

32. It’s easy to be better.

33. See. Say. Think.

34. Thank You. WINSTANLEY PARTNERS