A tightly focused presentation on 8 key initiatives that businesses can take to create cohesion, brand clarity, direction, and action to thrive.

1. Presented by: Carol Chapman and Suzanne Tulien
Principals & Co-founders of The Brand Ascension Group
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

2. About us…
BRAND PERCEPTION EXPERTS, EXPERIENTIAL
CONSULTANTS, TRAINERS AND SPEAKERS
• Combined 50+ years
• 100s of local and national firms
define, create & build brand
experiences
• Pioneers of 2 Proprietary Brand-
Building Processes
• Authors: books, blogs, articles
• Award-winning Graphic Design
• Certified Trainers/Coaches
• Accelerated Learning
• Leadership Development
• Emotional Intelligence
Carol Chapman/Suzanne Tulien
www.BRANDASCENSION.com
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

3. POLL #1
Over the last 6 months, are your
customers…
A. Buying more products/services
B. Buying less products/services
C. No change
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

4. Consumer Behavior
56% less
are eating out at
63% non-fast food
restaurants
have cut back on
Time Magazine, April 2009
ENTERTAINMENT
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

5. Consumer Behavior
20%
have NOT FILLED a
MEDICAL 27% are spending
PRESECRIPTION LESS on HEALTH
CLUBS…however,
29% are
30% have exercising MORE
FAILED to PAY a
BILL ON TIME Time Magazine, April 2009
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

6. Short of FORCING
your customers to
buy…
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

7. OUT-BEHAVE YOUR COMPETITORS!
8 IMPERATIVE QUESTIONS
TO ANSWER AND ACTION
1. PERCEPTION
2. STYLE
3. VALUES
4. DIFFERENTIATORS
5. STANDARDS
6. BEHAVIORAL REINFORCEMENT
7. POINT OF VIEW
8. BRAND PROMISE
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

8. Your Brand Is…
A PERCEPTION that
lives in the MINDS of
your market
…Based on EMOTION and
defined by their EXPERIENCE
with you, your employees,
products & services.
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

9. Question #1…
What Perception
do you want to
OWN in the
minds of your
market?
If you don’t manage
the perception,
your customers will!
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

10. Successful Brands…
Define and manage PERCEPTION!
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

11. Question #2…
What is the distinctive STYLE of your brand?
If you were to ask
5 employees in
your company,
would you get
the same
answer?
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

12. What’s Your Brand Style?
“Our People are our single
greatest strength and our most
enduring long term
competitive advantage.”
- Gary Kelly,
CEO Southwest Airlines
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

13. Question #3…
What core
VALUES
guide your
behaviors
and business
practices?
(Do all employees in the company live these VALUES?)
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

14.  Enron
 Arthur Andersen
 MCI / Worldcom
 AIG
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

15. A Focus on Values Drives
REAL Bottom-line Results
Business: Government Contractor
Size: $100 Million in revenues; 1000+ employees
– Facilitated on-site Brand DNA session
– Realized huge gaps in 2 core values
Accountability & Profitability
– Major issue: outstanding receivables of $7+M for over a year
– Targeted actions
• Agreed more rigorous standards for accountability
• Implemented new performance management system
• Rigorous focus on improving standards of performance (high impact
areas) across a brand scorecard: employees, customers, processes,
financial
REAL RESULTS!: Realized a 113%
increase in their bottom-line within 1 year!
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

16. What do you think? Poll #2
In a global survey by Booz Allen Hamilton &
The Aspen Institute
What percent said they rely on
explicit CEO support to reinforce
values?
A. 65%
B. 70%
C. 85%
D. 90%
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

17. And the Answer Is…
In a global survey by Booz Allen Hamilton &
The Aspen Institute
What percent said they rely
on explicit CEO support to
reinforce values?
A. 65%
B. 70%
C. 85%
D. 90%
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

18. Question # 4…
What are your unique
DIFFERENTIATORS?
What key differences
make you stand out
from the crowd?
These can enhance your
brand’s advantage!
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

19. What Differentiates Your Brand?
• Introduced concept of toy manufacturing
inside a mall-based store.
• Launched 1st store in 1997
• Within 4 years over 75 stores and $100M in
Revenues; now 350 worldwide
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

20. What Differentiates Your Brand?
• Memorable customer experiences through
entertainment
Theater ~ Emotion ~ Connection
– Heavily themed stores (bear making stations)
– Associates are Master Bear Builders® - share experience
with customer
– Birth-certificate for each toy and bar-code inside
– Avoid markdowns (special discount sales)
• 99% of new products come from existing customers
input
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

21. 2009 First Qtr. Revenues
Down 26%
COMPETITIVE ADVANTAGE:
Manufacturing Processes
$7B+ investment upgrade
CUSTOMER INPUT = Innovation
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

22. Question #5…
What STANDARDS of
performance excellence
will you adhere to?
• Employees?
• Customers?
• Processes?
• Financial?
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

23. Example
At Zappos.com, Customer Service Is Everything.
Founded in 1999
In Fact, It's The Entire Company.
Topped $1Billion in
CUSTOMER STANDARD: revenues in 2008
Debuted at No. 23 on
Provide the best customer service possible Fortune’s 2009 100 Bes
Companies to Work Fo
internally that means “WOW” the customer. List
75% of Purchases are
Supportive Actions: from repeat customers
 Free Shipping – Both Ways
 365 Day Return Policy
 24/7 Customer Service
© The Brand Ascension Group ~ Branded Customer Chemistry!
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

24. Poll #3
What % of your customers
WANT to be LOYAL?
A. 35%
B. 18%
C. 72%
D. 94%
Source: Zamba Solutions
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

25. ANSWER
What % of your customers
WANT to be LOYAL?
A. 35%
B. 18%
C. 72%
D. 94%
Source: Zamba Solutions Don’t give them a
reason NOT to!
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

26. Question #6…
How will your brand
REINFORCE the
desired
PERCEPTION?
…in the minds of your
employees and
customers.
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

27. BA Group Client Example: Retail Business
- Commodity Industry
- Shrinking Market
SPECIFIC BEHAVIORAL
CHANGES:
 Remember guests names
 Constant customer interaction
 “Being Aware” of what customers
like
 Creative Referral Programs
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

28. BA Group Client Example: Retail Business
- Commodity Industry
- Shrinking Market
SPECIFIC BEHAVIORAL CHANGES:
 Remember guests names
REAL RESULTS:
 Constant customer interaction • Avg. customer transactions
 “Being Aware” of what customers like
are higher (+35%-50%)
 Creative Referral Programs
• Increased customer
retention in a difficult market
• Procedures for everything
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

29. Question #7…
Does your brand have a
strong POINT OF VIEW?
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

30. Harley Owners Group - H.O.G®
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

31. Question #8…
What is your
BRAND’s
PROMISE?
Clearly articulated,
succinct declaration of
the promise you
commit at every
customer touch point!
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

32. Starbucks’
Brand Promise
Inspiring and nurturing
the human spirit
through…
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

33. Elevate Your Brand’s Experience
Define Your Brand DNA!
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

34. • Capitalize on the power of your Brand Promise
• Leverage your true differentiators
• Company wide clarity on what the brand stands for
• Behaviors of the company fully support the
messaging = better customer experience
• Increased ROI on marketing investments
• Complete clarity in your marketing message
• Greater customer loyalty – through emotion
benefits
• Out-behave your competition
• More referrals/testimonials from customers
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer

35. THANK YOU!
& Questions
Our Brand DNA step-by-step defining
methodology is now delivered
in three ways:
1) Private onsite facilitation
2) Live online facilitation
3) Self-paced, pre-recorded e-Course
www.BrandAscension.com
for a variety of FREE downloads,
including this presentation.
Carol Chapman, Principal
Suzanne Tulien, Principal 719.265.1707 | 719.748.2290
© The Brand Ascension Group A New Imperative In Today’s Economy: 8 Brand DNA Questions to Answer