Jamie Punishill's presentation from the Digiday Brand Summit in Key Biscayne, Florida on April 25th, 2016

1. Transforming a Legacy
Brand
Digiday Brand Summit
April 25, 2016

2. Our brand happened, it wasn't purpose built. But the world
changed around us.
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3. Core beliefs guided everything we did
• A world of near to real time engagement
• Consumers ability to snuff out inauthentic is getting better & better
• We are in an age of positivity, living healthier, institutional distrust
• Our advocates will tell a better, more convincing story than we ever can
• How people feel about us is the anchor to success
• As a category, consumer needs are not being met
• Attention starved and time constrained — they would rather be doing anything but thinking
about their money — we need to stand out& overcome inertia
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4. You have to have — and adhere to — a North Star
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5. OUR STORY

6. Brand strategy manifests as Experience & Content
Strategy
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“I want to feel like you get
me. Trust is about meeting
me where I am.”
1. Focus on the
emotional needs of the
customer
“I want to feel
peace of mind about
my money.”
Say a lot less. Have a voice.
2. Be accessibly
smart & radically
simple
Lead with purpose
Speak visually
3. Be the engaged
ally — even when
the truth hurts
Make customers the hero
Be helpful, be the guide
Make it personal

7. 7
Before…

8. 8
…After

12. Our four keys to our success
• We stayed true to who we are and our business circumstances
• Deep customer insights and continuous test/learn/pivot
• Brand definition drove experience design which drove the campaign design in a loop
• Digital thinking and thinkers at the controls
• Met our customers where THEY are, on their terms
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