We live in a complex world. In our attempts to manage this complexity we subconciously look for ways to reduce all of the things we interact with down to a single, defining attribute. Holland-Mark calls the result of that simplification a brand's "One Simple Thing" or "OST." It is the attribute of any entity that is most relevant and motivating to the target market, distinct from the competition, and true - or at very least perceptually true - to the capability of the entity.

1. 1 finding your one simple thing™

2. interesting times 2

3. things have changed 3 “…a ‘new frugality,’ born of the Great Recession and evidenced by two consecutive years of declining per capita consumption, is now becoming entrenched among U.S. consumers and is reshaping their consumption patterns in ways that will persist even as the economy starts to recover.” The New Consumer Frugality Adapting to the Enduring Shift in U.S. Consumer Spending and Behavior

4. we have changed 4 influencing interesting imperative

5. marketing has changed 5 decorators architects mute consumer vocal influencer market research listening station copy content be interesting be imperative

6. Marketing 6 relevance of offering driving of engagement clarity of message consistency of experience

7. Marketing 7 relevance of offering driving of engagement clarity of message consistency of experience

8. who wants… “…an intuitive but powerful approach that allows UML diagramming to be code-centric instead of model-centric by giving users an interactive exploratory visualization platform.” 8

9. who wants… “…a nutrition-based, gluten-free food company that uses ancient grains to provide innovative products that are both convenient and delicious.” 9

10. who wants… “…an innovative, patent pending hand hygiene solution to help hospitals improve hand hygiene compliance.” 10

11. some people. 11

13. ancient food for a better life today.

14. clean hands that save lives.12

15. more people. 13

16. we seek to simplify 14

17. 15 safety athlete cool truck freedom

18. the positioning task 16 Find the One Simple Thing™(OST) To take the complicated and make it simple. Take the simple and make it compelling. “Everything should be made as simple as possible, but no simpler.” - A. Einstein

19. positioning truth 17 If you don’t create an OST for the market, the market will create an OST for you.

20. big decisions are made emotionally 18

21. how we decide 19

22. it’s biological 20 holistic thought intuition creativity art & music analytic thought logic language science & math

23. OST criteria 21 is it true? is it relevant? is it motivating? is it distinct?

24. OST message model 22

25. the cocktail party 23 30 seconds 30 minutes

27. Savings

28. Service

29. Community

30. Fun

31. Sustainability

32. A fun experience from start to finish

33. The market leader, with industry defining service

34. Better for the community

35. More cars = more cars within reach

36. More automotive makes and models = more variety and choice

37. Cheaper than owningapproachable, clever, fun

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39. Slade Gorton 26 confidence Slade Gorton delivers confidence, from the premium quality of its seafood to the consistency of its service. Bringing the heritage and capacity of Slade Gorton together with a commitmentto innovation, product quality and delivery the experience you expect, every time largest seafood network in the world 63 countries 100 years 100 species 1,000 products 100 million lbs. driven, fresh, consistent

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41. brand video 28

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43. Post 390 30 connection Post 390’s urban tavern style creates a polished yet casual atmosphere, connecting neighborhoods and people through refined American classic food. Whether it’s gathering for drinks at the bar or sitting down to a meal and dessert, Post 390 connects. refined American classics location (nexus) between Back Bay and South End seating for 350 and two full-service bars familiar reliable accessible TBD neighborhood favorite/repeat customers from the creators of Grill 23 and the group that revitalized Harvest reviews smart, refined, approachable

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45. 32 “you should check out the Constitution cruise on the harbor”

46. Notch Session Ale 33 session Notch session beers are naturally responsible, crafted and brewed to deliver beers rich and balanced in taste while maintaining less than 4.5% alcohol. Our beers are meticulously crafted in the tradition of session beer brewing, yet pushes the category with innovative styles and techniques. lower alcohol high flavor longer drinking uncompromising confidence responsible coming soon. brewing process/ingredients alcohol content (<4.5%) flavor accessible, bold, responsible and a little obsessed

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50. the process. 37

51. en-tre-pre-neur’-ship (n): The always painful, sometimes rewarding process of corrupting your vision with external reality. brand strategy is iterative too. 38

52. process options Outside-In Inside-Out 39

53. Inside-Out process and timetable 7 DAYS 7 DAYS 2 DAYS 7 DAYS 10 DAYS* OST WORKSHOP OSTs AND MESSAGE MODELS OST ANDMESSAGE MODEL FINALIZATION VISUALIZATION EPOC WORKSHOP OPTIONAL: STAKEHOLDER VALIDATION TACTICAL PLAN DEVELOPMENT OTHER SECONDARY RESEARCH CONCEPTS AND TONE * TIMING IS DEPENDENT ON STAKEHOLDER AVAILABILITY AND FINAL PROJECT SPECIFICATION 40

54. the ost workshop construct RELEVANT AND MOTIVATING Customers TRUE DISTINCT Competencies & Culture Competition 41

55. competencies & culture what do you do? what skills or capabilities enable this? which are your core strengths today? which must you be better at to win? what is most valued in your culture? 42

56. customers what kind of companies/consumers pay you? why do they pay you? who, specifically, decides whether to pay you? how do you sell to them most effectively? what would make them pay you more? 43

57. competition with whom do you compete most intensely? why have you won when you’ve won? why have you lost when you’ve lost? which of Porter’s 5 forces shape your market? what is or might become a source of sustainable competitive advantage? 44

59. how would you describe the emotional responses you most want from your target prospects?

60. what single word or clause represents each to you?45

61. the ost workshop construct RELEVANT AND MOTIVATING Customers TRUE DISTINCT Competencies & Culture Competition 46

62. ost candidate scorecard 47 true relevant motivating distinct TOTAL 5 3 2 4 14 candidate 1 3 2 2 1 8 candidate 2 4 4 5 3 16 candidate 3

63. then you decide. 48

64. Marketing 49 relevance of offering driving of engagement clarity of message consistency of experience

65. thank you. 50