This document summarizes a presentation about branding and building strong business-to-business (B2B) brands. The presentation covers defining what a brand is, why branding is important for B2B companies, examples of successful B2B brands, and a seven-step process for building a leading B2B brand that includes analyzing the current brand, positioning the brand, creating branding elements, and measuring success. Two case studies are provided of companies that saw increased awareness, sales, and traffic from implementing new branding strategies.

1. The Transformational Power of Branding Jay Olson Brand & Marketing Strategist Quad/Graphics Creative Services

3. To grow the value of your business

5. What is a brand? December 7-8 2010 AFS Marketing & Selling of Casting Conference A promise A totality of perceptions A shorthand for making good choices A business tool Sources: B2B Brand Management by Philip Kotler, 2006; The Brand Gap, by Marty Neumeier, 2006

6. What is brand equity? December 7-8 2010 AFS Marketing & Selling of Casting Conference Benefits: Increased profitability Reduced vulnerability Premium price New product acceptance

7. Common myths Branding is not important in B2B markets B2B purchases are based on cold logic Emotive appeals are unimportant in B2B markets December 7-8 2010 AFS Marketing & Selling of Casting Conference

8. Why is branding important in B2B? Incremental price premium Strong strategic competitive advantage Produce true economic value Emotive propositions resonate with decision makers Business people buy the brands they trust Branding is even more important in B2B! December 7-8 2010 AFS Marketing & Selling of Casting Conference

9. Noise We help customers solve their metal challenges worldwide. We work with you to define your needs and improve your products. Unique in the diversity of the casting and metalworking process. A partner for innovative thinking, real value and reliable results. Expansive technical knowledge backed by a proven commitment to customer satisfaction. We deliver high quality parts, on schedule and at a good value. December 7-8 2010 AFS Marketing & Selling of Casting Conference

10. Why branding in B2B? Today’s B2B customers may articulate their need for ROI, lower price & higher product performance. But, what do they really want? To avoid doing business with an Enron To do business with people they trust To buy from a leader You never get fired for buying IBM Source: “It’s a Fact: Strong Brands Drive B2B Markets,” by Kevin Randall, Brandchannel, 4/14/2006 December 7-8 2010 AFS Marketing & Selling of Casting Conference

11. Why is branding important to you? If you are the President/CEO Puts the face on your vision & business strategy Builds long-term profitability & asset value If you are in Marketing or Sales Creates the foundation for everything Winning the battle for your buyer’s attention December 7-8 2010 AFS Marketing & Selling of Casting Conference

12. Successful B2B brands December 7-8 2010 AFS Marketing & Selling of Casting Conference

13. Most valuable B2B brands Source: Interbrand December 7-8 2010 AFS Marketing & Selling of Casting Conference

14. A successful small brand Acme Brick 84% brand preference An extra ten cents on the dollar A 13-fold return on marketing Source: Marketing News December 7-8 2010 AFS Marketing & Selling of Casting Conference

15. To build a leading B2B brand Make the case for change Vision & leadership Analyze the gap Position your brand Create the magic Build with flawless execution Measure your success December 7-8 2010 AFS Marketing & Selling of Casting Conference

16. #1 – Make the case for change Business case: Need & benefits Scope & impact on corporate resources Downside December 7-8 2010 AFS Marketing & Selling of Casting Conference

18. Outdated or inconsistent brand image

19. Changing economic conditions

20. Acquisitions/mergers

21. Changes in leadership

22. New products/services/markets/channels

23. Preparing to go public, spin off or be soldDecember 7-8 2010 AFS Marketing & Selling of Casting Conference

24. #2 – Vision & leadership Articulate your vision Communicate it to your employees with clarity & understanding Empower your employees to deliver differentiating & compelling customer experiences Rally the troops December 7-8 2010 AFS Marketing & Selling of Casting Conference

25. #2 – Vision & leadership CEO is a highly visible brand cheerleader CEO understands the benefits The organization is focused on building a single, global corporate brand Marketing ROI is rigorously measured Company websites are seamlessly integrated to present a consistent face December 7-8 2010 AFS Marketing & Selling of Casting Conference

26. #3 – Analyze the gap December 7-8 2010 AFS Marketing & Selling of Casting Conference

27. #4 – Position your brand Brandarchetype Brandidentity Valueproposition BrandPositioning December 7-8 2010 AFS Marketing & Selling of Casting Conference

28. #4 – Position your brand Product attributes Quality/value Users/uses Core values Brand personality Relationships Visual imagery/metaphors Brand heritage Brandarchetype Brandidentity Valueproposition BrandPositioning Source: Building Strong Brands, David A. Aaker, 1996 December 7-8 2010 AFS Marketing & Selling of Casting Conference

29. #4 – Position your brand 12 archetypes hardwired in our brains at the collective unconscious level Brandarchetype Brandidentity Valueproposition BrandPositioning Source: Hero & the Outlaw, by Margaret Mark & Carol S. Pearson, 1976 December 7-8 2010 AFS Marketing & Selling of Casting Conference

30. December 7-8 2010 AFS Marketing & Selling of Casting Conference

31. #4 – Position your brand Purchase decision drivers: Functional benefits Emotional benefits Brandarchetype Brandidentity Valueproposition BrandPositioning Source: Building Strong Brands, David A. Aaker, 1996 December 7-8 2010 AFS Marketing & Selling of Casting Conference

32. #4 – Position your brand Primary brand archetype Subset of your brand identity & value proposition* Target audience & key points of differentiation* Brandarchetype Brandidentity Valueproposition BrandPositioning * Building Strong Brands, David A. Aaker, 1996 December 7-8 2010 AFS Marketing & Selling of Casting Conference

33. #5 – Create the magic Creates the overall look & feel, tone & manner Logo, brand identity, color palette & tagline development Conceptual development of your new web presence/ sales literature/other marketing materials December 7-8 2010 AFS Marketing & Selling of Casting Conference

34. #6 – Build with flawless execution The real challenge: Winning the battle for attention Making it through the WIIFM filter Source: “The New B2B Marketing Manifesto,” Velocity December 7-8 2010 AFS Marketing & Selling of Casting Conference

35. #6 – Build with flawless execution Overcoming the six second factor: Title – Does it stop your busy target reader? Subtitle – Does it promise something of interest? Design – Is it a quick read? Landing page – Does it communicate a resonating value proposition & substantiate your claims Source: “The New B2B Marketing Manifesto,” Velocity December 7-8 2010 AFS Marketing & Selling of Casting Conference

36. #7 – Measure your success Key performance indicators: Premium price Customer franchise Rate of new product acceptance Net-advocate score Source: Measure what matters, Laura Patterson, VisionEdge Marketing, 2004 December 7-8 2010 AFS Marketing & Selling of Casting Conference

37. CASE STUDIES

38. Quad/Graphics Special Interest Publications Group Company & situation overview: New market New sales force & dedicated mgt. team Need for baseline to measure awareness & perceptions December 7-8 2010 AFS Marketing & Selling of Casting Conference

39. Quad/Graphics Special Interest Publications Group Solution: Brand audit Quantitative benchmark study Internal brand audit Competitive assessment New brand position & marketing communications plan December 7-8 2010 AFS Marketing & Selling of Casting Conference

40. Quad/Graphics Special Interest Publications Group Brand archetype: Caretaker Brand essence:Do what you do best Brand position: QuadSIP resets the standards for the industry in print quality & customer care, and enables special interest publishers to do more by freeing their time to focus on their core competencies. December 7-8 2010 AFS Marketing & Selling of Casting Conference

41. Quad/Graphics Special Interest Publications Group December 7-8 2010 AFS Marketing & Selling of Casting Conference

42. Quad/Graphics Special Interest Publications Group Results: Awareness more than doubled within the 1st year Perceived as the top brand in printing for quality & innovation 100+ new customers within the 1st year of operation December 7-8 2010 AFS Marketing & Selling of Casting Conference

43. International Design Guild Company & situation overview: Alliance of 100 high-end floor covering showrooms Products sold to interior designers & luxury consumers Looking to broaden its niche Lack of buy in & sell through December 7-8 2010 AFS Marketing & Selling of Casting Conference

44. International Design Guild Solution: Brand audit In-depth interviews Internal brand audit Updated brand positionings & brand-building strategy New website and marketing materials December 7-8 2010 AFS Marketing & Selling of Casting Conference

45. Dabbieri Signature Collection Brand archetype: Creator Brand essence: Envision the possibilities Brand Position: The industry’s largest selection of designer-driven, high-quality flooring products, so interior designers & luxury consumers can create their own unique vision of style, elegance & sophistication. December 7-8 2010 AFS Marketing & Selling of Casting Conference

46. International Design Guild Results: Product lines were successfully broadened & adopted by showroom owners Showroom traffic & sales increased Membership continued to climb December 7-8 2010 AFS Marketing & Selling of Casting Conference

47. Q&A December 7-8 2010 AFS Marketing & Selling of Casting Conference

48. Thank you! December 7-8 2010 AFS Marketing & Selling of Casting Conference

49. About the presenter Brand & marketing strategist,Quad/Graphics Creative Services Career background Phoenix Marketing Group (Principal) C.A. Muer/ Corp. (Director of Marketing) Marcus Restaurants (VP of Marketing) Ralston Purina Company (Director of Marketing, Restaurant Division) San Jose State University Michigan State (honorary faculty member) DMA (DM & interactive mktg. certification) Presenter at AMA & other leading organizations on the topics of branding, interactive strategy & integrated marketing communications December 7-8 2010 AFS Marketing & Selling of Casting Conference

50. Contact Information Jay Olson Brand & Marketing Strategist Quad/Graphics Creative Services jay.olson@quadcreative.com Direct: (414) 566-7053 Cell: (262) 703-0330 December 7-8 2010 AFS Marketing & Selling of Casting Conference