A quick overview or the brand development work areas we're involved in.

1. Tartanpaint
Ideas and content that transforms,
companies, opinions and fortunes
© Tartanpaint Ltd., 2010

2. Founding ideas
© Tartanpaint Ltd., 2010

3. Organisation change cycles
Tartanpaint normally helps companies in the formative and
transformative stages of their development
Strategy 2
CHAOS
Formative Normative Transformative
Strategy 1
Goal: Goal: Goal:
Find a pattern that works Extend/Exploit the pattern Lead both curves simultaneously
© Tartanpaint Ltd., 2010

4. Where does value come from?
Operational efficiency and Insight led innovation
The Tartanpaint approach balances both perspectives
Best in Class Different in
Functional Class
Customer
excellence
focused
Operational Insight led
efficiency innovation
Inspiring
Benchmarking metaphors
models
Maximising the Growing the
bottom line topline
© Tartanpaint Ltd., 2010

5. What we do
Tartanpaint creates new value, (growth, shareholder
returns) from the assets companies already own
There are 3 ingredients of value creation
Business assets Brand assets Behavioural assets
How you are
perceived How you behave
What you do
Intangible assets Intangible assets
Tangible assets,
Communications, Skills, attitudes and
Products, factories,
knowledge, the actions
technologies
experience
When they are aligned and reinforcing each other in a distinctive configuration,
new value creation is optimal
When they are not new value creation is sub-optimal
© Tartanpaint Ltd., 2010

6. How we do it
The company control panel
helps companies manage and develop their assets
Foundation, the company’s identity
Core purpose, beliefs and mission
Business strategy Brand strategy Behaviour strategy
what you want to do what you want to be and say how you want to behave
Business action Brand experience Behaviour actual
what you do how you are perceived how you behave
One story, one voice
© Tartanpaint Ltd., 2010

7. Our work areas
Tartanpaint new value creation system
Domain Business Brand Behaviour
Business strategy innovation, Brand identity, communication Employee engagement
new product and service strategy, advertising creative, strategy, employee
Work area innovation, visual identity, internal engagement plans, employee
communications, company engagement diagnostics
storytelling
We need to re-define our We need to refresh our We need to better motivate
strategy, we need to become advertising campaign, we our workforce, we need to
Client need more distinctive, we need to need to create a new visual generate more employee
reconnect to our strategy, we identity, we need to create a involvement.
need to grow faster new brand
Process Create a Create new Create a Create a Create an Solve our
new strategy products new new brand employee employee
and services campaign identity engagement engagement
strategy problem
Client management Client development process
© Tartanpaint Ltd., 2010