Based on market research findings, a strategic brand development initiative addressed several brand issues, including: brand awareness, brand perceptions, competitive strengths and weaknesses, brand positioning and key messaging.

1. Strategic Brand Development, Positioning and
Key Messaging Recommendations
Presented to
Presented by

2. Spec Seals’ strategic branding, positioning and
messaging considerations
1. Distributor Market Research
2. OEM Market Research
3. Competitive Review
• Brand image
• Positioning
• Key messaging
• Strengths & weaknesses
1. Distributors & OEMs
• Brand awareness & image
• Share-of–Mind
• Misperceptions and lack of
capabilities understanding
2. Focus on correct messaging
1. Similar issues for Distributors
and OEMs
• Lack of brand awareness
• Misperceptions and lack of
capabilities understanding
2. Outstanding performance
characteristics and reputation
1. Vertical market promotional
activities
• Direct marketing
• Advertising
2. Sales and video presentations
3. Collateral materials
4. Website improvements
1. Focus messaging on most
important selection criteria,
e.g.,
• Consistently provides high-
quality O-rings
• Delivers on time
1. The Right Seal. Right Now.™
2. Support points
• Off-the-shelf availability of
over 150 million O-rings
• Meets industry standards
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3. Summary of Hutchinson, Parco, Parker Seal and Spec
Seals’ strengths and weaknesses
 Brand development is a communication
function that includes analysis and
planning on how the brand is “positioned
in the market”, which “target audiences”
the brand is targeted at, and building a
desired brand reputation
 Tangible elements of the brand include
products – their look, price, packaging –
interaction with employees, whether the
company stands behind its products and
honors product performance promises
 The intangible elements are brand
promises and experiences consumers
take away from the brand
 The intangible elements are
brand promises and experiences
consumers take away from the
brand
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Strengths
• Consistently provides
high-quality O-rings
• Can deliver prototypes in
weeks vs months
Weaknesses
• Long lead times, non-stock
• Brand awareness, SOM
• Pricing
Strengths
• Consistently provides high-
quality O-rings
• Quick turnaround on orders
• Technically astute in all
compounds and apps
• Sufficient inventory
• Competitively priced
Weaknesses
• Long lead times, non-stock
• Brand awareness, image
• Misperceptions and lack of
capabilities understanding
• Limited offerings
• Slow to quote pricing
Strengths
• Consistently provides high-
quality O-rings
• Product variety/breadth
• Technically astute in all
compounds and apps
• Delivers on time
• Valuable website content
Weaknesses
• Long lead times, non-stock
• Slow turnaround on orders
• Insufficient inventory
• Pricing (expensive)
• Too large
Strengths
• Pricing
• Product variety/breadth
• Short lead times, non stock
• Customer service
Weaknesses
• Brand awareness, SOM
• Selling to everyone, not just
distribution (no protection)
• Inquiry response time
• Lack of material
developments
We Make It Possible. High performance seals for high performance applications.
Engineering Your Success. The Right Seal. Right Now.™

4. Current perceptual map of primary competitors
by key OEM and distributor selection criteria
Provides
High-Quality Products
Does Not Provide
High-Quality Products
Delivers On Time
Does Not
Deliver On Time
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5. Future perceptual map of primary competitors
by key OEM and distributor selection criteria
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Provides
High-Quality Products
Does Not Provide
High-Quality Products
Delivers On Time
Does Not
Deliver On Time

6. Intrinsic values of Spec Seals’ brand promise
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The Right Seal. Right Now.
TM
Relevant brand promise
to Distributors and OEMs
Unique and differentiating
Authentic. Reflects
Spec Seals’ DNA
Customer experience-oriented
Customer benefit-oriented
Valid as long as Spec Seals
performs to expectations

7. Comparison of distributor and OEM selection criteria
and key messaging points, in rank order
 Distributor selection criteria and
messaging
1. Consistently provides high-quality O-
rings
2. Quick response to problems
3. Delivers O-rings on time
4. Meets our O-ring quality standards
5. Quick turnaround on all orders
6. Technically competent
7. Technically astute in all compounds
and applications
8. Sufficient inventory to meet our
needs
9. Competitively priced
10. Can meet short lead times on non-
stock O-rings
 OEM selection criteria and
messaging
1. Consistently provides high-quality O-
rings
2. Delivers O-rings on time
3. Quick response to problems
4. Quick turnaround on all orders
5. Competitively priced
6. Meets our O-ring quality standards
7. Technically competent
8. Meets our O-ring expectations
9. Sufficient inventory to meet needs
10. Technically astute in all compounds
and applications
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8. Iconography and descriptions – Current
 The word “performance” is owned by
Parco. And, it only “implies” quality
 Unfortunately, neither OEMs or
distributors care about “engineered
compounds”. Assuming this relates to
“custom O-rings” and “custom
compounds,” these rank among the least
important selection criteria (15th and 17th
respectively)
 Presume this relates to “design and
manufacturing of custom O-rings,” which
ranks among the least important selection
criteria (15th of 18)
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9. Future – Promote performance-based benefits
1. “Consistently provides high-quality O-
rings,” is number ONE in selection criteria
2. “Delivers O-rings on time,” is number TWO
in selection criteria
3. “Quick response when problems arise,” is
number THREE in selection criteria
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HIGH-QUALITY
O-RINGS
ON-TIME
DELIVERY
QUICK RESPONSE
TO INQUIRIES

10. Recommended Spec Seals’ brand identity and
positioning
VISION
To be recognized as America’s
leading provider of high-quality
O-rings and custom molded
products for commercial and
industrial applications
MISSION
To consistently provide high-
quality O-rings and custom
molded products to customers
quickly, profitably and without fail
VALUES
A commitment to excellence
and the highest levels of
mutual respect for customers,
employees and vendors alike
BRAND ESSENCE
High-quality products delivered on time
BRAND IDENTITY
Spec Seals – The Right Seal. Right Now.™
PROGRAM TACTICS
Brand/Image
Marketing & Advertising
Product/Service
Marketing & Advertising
PR & Media
Relations
BRAND POSITIONING/PROMISE
The Right Seal. Right Now.TM
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11. Summary
 OEM targets & media information
sources
1. Purchasing agent/manager
2. Design engineer/manager
3. Google search and company website
4. Design Engineering magazine/website
5. Machine Design magazine/website
6. Rubber & Plastic News magazine/website
 Objective: Tell the right stories to right
audiences frequently, consistently and
across all key information sources
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 Distributors and OEMs have similar
issues and solutions
1. Majority are unfamiliar with Spec Seals
2. Majority have misperceptions
3. Majority need information
4. Brand is respected among those who know
5. Promote brand promise messages
• High-quality O-rings
• Delivers O-rings on time
• Quick response to inquiries
 Distributor targets & information
sources
1. Owner/president
2. Purchasing agent
3. Customer service manager
4. Google search and company website
5. Industrial Distribution magazine/website
6. Rubber & Plastic News magazine/website
7. Hydraulics & Pneumatics magazine/website

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13. 13
NEXT STEPS
 Discuss presentation implications
– Distributor and OEM issues
• Brand visibility
• Misperceptions and lack of understanding of brand capabilities
– Creative solutions
• Message focus and clarity
• Possible testimonials or pseudomonials (testimonials told in 3rd person)
 Develop marketing communication plan
 Execute, measure, refine

14. Q&A