WTI Framework Preso.pptx

Brand Strategy Framework
May 2022
What's the Idea?
www.whatstheidea.com

Brand Strategy Design Framework
1. What do the targets care-about?
2. What is the brand really good at?
3. What primary value does the brand provide
that predisposes the targets to purchase?
What's the Idea?

Were you AT&T or P&G?
We’d start out with a multivariate statistical
analysis.
What's the Idea?

Then we’d then build a regression analysis.
What's the Idea?

And finally, we’d create a cluster map.
What's the Idea?

That’s what WTI does – but without the math
and expense.
• Quantitative Research
• Qualitative Research
• Executive Interviews
• Sales Interviews
• Customer Interviews
• Retail Observations
• User Conferences
What's the Idea?

1. Target Care-Abouts
What's the Idea?

2. Brand Good-Ats?
What's the Idea?
• Product
• Innovation
• Price
• Service
• Execution
• Results
• Vision

3. How does one create value out of
customer Care-abouts and brand Good-ats?
Through Brand Strategy.
What's the Idea?

Brand Strategy Framework
One claim, three proof planks.
What's the Idea?

Why Proof?
What's the Idea?
Proof feeds consumer reasoning and logic. It shows
rather than tells. Proof cements the brand claim.

The Problem With Brands
What's the Idea?

Brand Strategy
The navy seals of commercial
maintenance.
Preemptive
• With 15 years of
experience in building
maintenance there are
few issues we haven’t
seen and can’t anticipate.
• A clean, repaired building
and property is a healthy
property and one less
likely to have issues.
Fast
• We’re nearby
• We’re fast because when
you need us, we don’t
check the contract to see
if it’s something we are
paid to do. We just come.
• No email or voice mail or
administrative assistants
taking message. You call
the boss and he makes
things happen.
• The faster we fix things,
the faster the “first call”
turns into the last call.
Fastidious
• One thing we’ve learned is
that getting the job right
the first time, makes for
happy customers and
keeps us from having to
do rework.
• Excel employees share
their president’s fastidious
nature and are
incentivized so.
• If we can keep the NY Jets
locker room germ free,
imagine what we can do
for your office or mall?
What's the Idea?

Brand Strategy
What's the Idea?
illuminating Learning
illuminating Classroom
Design
• Innovative designs so
students can’t hide
• Technology where needed
• Closely integrated tech
platforms
• Tap-It for special needs
• Real-time assessment
(Clickers, Devices)
• 21st Century media skills
• SAFARI Montage (Close
captioning)
illuminating a New Teacher-
Student Relationship
• Individualized learning
• Teacher facilitated
• Students helping students
• Common Core mastery
• Differentiated instruction
• Modeling
illuminating Parental
Involvement
• Flipped classroom
• More parental
involvement (less random)
• Better parent tools
• Better engagement tools
• Making homework more
experiential
• Edmodo
• PS 150M Kindergarten
Tweeting to parents
• Reminder 101

Brand Strategy
What's the Idea?
In Senior Care Average Is The Enemy.
Beyond Average Care plan.
• More facets to care plans
(for ortho: not just PT and
OT, it may include other
things.)
• Wartburg exceeds the
national norm for hours of
rehab (80% ultra high) per
patient.
• Specialized balance
programs
• Length of stay 1 week less
than nat. average.
• 4 percentage lower
readmission rates than
the those considered
“good.”
Beyond Average Discharge
Program.
• Discharge plans that train
family caregivers.
• Discharge plans that train
in home aides.
• More complete assess-
ment of the home (pile
carpet, pictures of
bathroom, high of bed,
type and style of
bannisters, etc.)
Beyond Average Campus
Amenities.
• A beautiful 34 acre
campus.
• Most modern acute rehab
equipment, balance
master.
• Subacute building divided
into neighborhoods.
• Private rooms, showers in
rooms, good food.
• Music auditorium.
• The Wartburg philosophy
is to provide as much
stimulation as possible,
during and after therapy.
(iPod program, creative
aging, etc.)

Deepening the Science.
Research Lab Mentality
• Engineering safe systems
through research.
• Spent $20k in 24 hours
with Amazon in tests for
McSema.
• Reverse engineering code.
• Employee engineering
pedigrees.
• Cyber Grand Challenge
• Andrew’s static checker to
find the Heartbleed Bug.
• Working at the source
code level, the machine
code level & native level.
• Red Teaming.
• Spent 1 year building
McSema.
Foundational Tools
• Cyber Reasoning
System/Cyberdyne. - a de-
obfuscator.
• MAST a software
obfuscation toolkit.
• Javelin
• McSema
• Tidas
• Google Project Volt
• Symbolic execution engine
• Tuber
• iOS Firmware Verifier.
• There are Papers and
there are Products – we
favor the latter.
• iVerify.
Learn Share
• Capture the Flag Field Guide.
• We attend and present at
shows, e.g. Infiltrate, Black
Hat, SchmooCon
• Share use cases and blog
posts.
• Shre code on GitHub
• How much software have we
released publically (lines of
code)?
• GitHub activity (views,
downloads, other).
• “Let’s Encrypt” – sponsor
• Heartbleed post 10k hits.
Brand Strategy

Brand Strategy
What's the Idea?
Sewing Joy
Joy through Design
• Most beloved children’s
characters: Elmo, Mickey,
Minnie, Disney Princess,
Batman, Paw Patrol,
Frozen
• 100% cotton quality
underwear (religious
about quality)
• Combed not carded
cotton
• Flat-lock or cover stitch
around elastic
• Packaging and insert cards
• Athletic Boxers heavier
fabric (20 grams), less
holes, wears better.
Joy through Comfort
• Combed cotton is softer
than carded cotton
• Seamless choices for girls
• More style and fits of
underwear and panties
• Higher fabric weights
allow less see-through
(135 girls, 185 boys)
• Tunnel elastic enhances
comfort of waist bands
• Extra machine washing for
socks improves feel at POS
• 70 year history in hygienic
soft goods and inner wear
• Socks at equal or heavier
weight feel thicker
The Joy of Early Childhood
Development
• Loved incentives for potty
training
• Joyful first style choices by
children.
• Characters build
imagination.
• Characters reinforces
storytelling/imagination.
• Diversity in characters/
identities/messages: JoJo
Siwa, Trolls, Black Panther
• Positive role model
characters
• Potty Genius web site,
educational content. (Like
Genius Lab at Apple

Global Health and Security Requires
“Polymath Thinking.”
Public/Private Dimension
• The best of both
(policy/ governance)
and free enterprise
creates maximum
impact.
• Understanding the
worst of both helps
reduce complexity and
improve difficult
operation.
Cross Domain Dimension
Hybrid teams of:
• Scientists with PhDs
• Technical Subject
Matter Experts
(SMEs).
• Business MBAs.
3D Process Framework
• Define - Link mission
to goals, objectives
and measurement
tools.
• Develop - Develop-
ment of strategy,
operations planning,
process and allocation
of staff and funds
• Deliver - execution,
production and
logistics.
Brand Strategy

Craft Cookies…Au Naturel.
Craft cookies are
naturally moister.
•Coconut oil
•Fresh out of oven
•Cooked perfectly, our
cookies bend when held
upright.
The health properties of
an au naturel cookie.
(Science)
•Unrefined ingredients.
•Coconut oil not butter
•Sea salt.
The complex flavors of
au naturel.
•Taste the unadulterated
ingredients
•Local sourcing means
fresher taste
•Unprocessed flavors are
true favors.
•No recipes, proportions
(every batch different?).
Brand Strategy

Brand Strategy
Uncover the Taste of Pure Protein
•Clean Fruit Flavor
•Not gritty like powders
•No chalky taste
•No aftertaste
•Not too sweet or thick
•No impurities
(fat, lactose, moisture,
minerals)
•Easily swallowed
•No fat, sugar, etc.
•Less gastric distress
•Less likely to have
allergic reaction
•PDCAAS of Whey
Protein Isolate
•Protein Efficiency
Ratio (PER)
•Heightens energy.
•Helps rebuilds
bone, skin, healthy
cells.
•Feel better
mentally.
•Less infections
•Supports the
immune system
•Supports wound
healing
Pure Protein
Tastes Better
Pure Protein
Is Easier to Digest
Pure Protein
Helps You Feel Better
What's the Idea?

Brand Strategy
Intensive Primary Care.
Intensive In-office
experience
• 23 questions
• EMR
• Patient Centered Medical
Home
• Quarterback control
• Risk groups
• Better coding of
diagnoses (rule outs)
• Walk-ins allowed
• Less admins, more
healthcare people
Phys. Only
• Shared savings
Intensive Yearlong Health
Focus
• Compliance calls
• Proactive health prompts
(mammo, PSA?)
• Right treatment at right
time
• Care mgt. visits.
• Paperwork assist
• Reduces cracks aka VNS
• Educate physicians about
services
• Reduce Doc-hopping
• Wellness approach flips
the model
Intensive Study of Medical
Delivery and Performance
(and cost)
• Crimson Care Registry
• No better care
• No price variability
• Payer sharing, not animus
• Patients categorized by
risk (profiling)
• Beacon licensed nurses to
look at data.
• 15,000 patients
• A a filter for phys.
• CMS quality
measures/data
• NCQA PCMH Guidelines
• Population Health Mgmt.
Phys. Only
• Training
What's the Idea?

Brand Strategy
Healthier Practices.
Healthier Physician
Practices
• Enhanced rates (+40-70%)
• PCMH benefits
• Meaningful Use assistance
• Leadership training
• Faster information thru EMR
• Group Purchasing
• Care coordination reduces
hospitalizations, ED visits
• More efficient administration/
workflow, integration
• Improved view of admissions,
utilization and quality.
• Special programs to deliver
increased care and revenue.
(Chronic illness/Medicare,
Depression screening,)
• Shared saving.
• Reduced gaps in care.
• $3M+ in savings first year.
Healthier Patient
Practices
• Wellness visits flip the model
• Compliance calls
• Improved pt. metrics, e.g., less
cases of pneumonia, etc.
• More preventive screenings
• Better patient experience
through coordination.
• Improved meds compliance
• Better year-long communication
• More information about proper
health
• Fewer ED visits
• Lower total co-pays due to less
visits
• Reduce doc-hopping promotes
better continuity
• Patient vigilance
Healthier Population
Practices
• Crimson Care Registry
• Increased care for most at risk
groups
• Collaborative physician comm-
unity offers more population
touches and learning.
• Rapid acute feedback
• More data sharing and
infrastructure
• Fewer patients fall through cracks
• Population oversight.
• Better more timely data from
insurers.
• More flu vaccs, less flu.
• Not all areas are the same (St.
James vs. Bay Shore)
• Age group health
• QUAC scores to reinforce success.

What's the Idea?
Rebooting the SMB Phone Market.
Rebooting SMB Phone
Features
•Twinning
•Hot desking
•Voicemail to Email
Rebooting the Service
Experience
•Real people answering
customer care phones.
•One point of contact,
less finger pointing.
•No hardware on prem
means we maintain and
upgrade all hardware and
software.
Rebooting User
Experience (Easy to
manage)
• Web portal makes
administration easy.
• Easy to access
training.
• No need for techies
Brand Strategy

Brand Strategy
For Doers Not Browsers.
Content
• PC Magazine, plus other
consumer tech magazines
• Scores of Trade magazines
• Top editors and writers in
the field
• 27 magazines
• Real times stories, not just
weekly.
Community
• Tens of thousands of
registered online
subscribers
• Some of the besty read
newsletters in the
business.
• Active community of
opinion leaders and tech
purchasers
Commerce
• Top retailers used ZDNet
toe sell PCs.
• Huge rating and ranking
engine for tech goods
• Retail advertiser support
• Software downloads
What's the Idea?

Brand Strategy
A Systematized Approach to Improving
Health Care.
Information and resource
sharing
• Cross-system protocols
• Yusef Duglazc quality
group
• Quick escalation to
tertiary hospitals
• Local population data to
the system
• Sharing up and down.
Leading edge treatments and
technology
• 4d Sonogram
• Pet Scans
• IMRT
• Braca 1 and Braca 2
research
Community integration
• Cath labs closer to
patients
• Primary care physician
support
• Community health
programs
• Disease mapping (cancer
maps)
• Continuity of care with
local physicians
• Administer TPA w/in 1
hour of stroke
What's the Idea?

WTI Framework Preso.pptx

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