1. New Brand Design Presentation

2. Introduction Product name: LINGO – The wireless translator Rationale: Very new and unknown product State of the art A dream product Expect high demands New category Challenging to create the brand

3. What’s LINGO? LINGO is the first portable communication device that translates languages without any time lag. Products Earphone Microphone Speaker Charger Language Major languages: English, Spanish, French, Mandarin, etc. Optional: Other languages Covered 44 languages Installed Voice: Man or Woman

4. Demonstration Jeff: Hello, how are you? Fede: Good Jeff: Can I ask you a question? Fede: Sure Jeff: Where is the closest bank? Fede: Go straight and turn right, you will see it. Jeff: Thank you! Fede: You are welcome. Good luck!

6. Electronic Translators

8. Dictionaries

9. Language Schools

11. Income – Mid to High Income

12. Occupation- professionals, Students, Homemakers

13. Life style- Comfortable, Confident seeks convenience

16. IBM translation receiver

17. Voice recognition software/device

19. Real-time translation

20. Stand alone solution

21. Easy operation

22. Cross-cultural communication without learning language

24. Business person

25. Frequent traveler

26. Elderly traveler

27. Scholar

28. Movie goers

30. Positioning Brand positioning map Fast translation Translators High Mobility Low mobility Online translators Slow translation

31. Positioning Brand positioning map High price Translators High Mobility Low mobility Online translators Low price

32. Brand elements Name: LINGO- The portable communication device URL: www.lingo.com Memorablity Simple Ease of pronunciation and spelling Meaningfulness Easy to understand Especially foreign language Expressions used by a particular group of people Likability Friendly, precise Transferability New category Adaptable By changing tagline

33. Brand elements Logos Slogan: Memorability Meaningfulness High technology Connecting Communication Likability Sophisticated Persuasive Transferability New category Protectability Say Hi! to the world

34. Packaging: Memorability Simple Easy to carry Meaningfulness The last dictionary Likability Classy packaging Brand elements

35. Marketing mix Product Price: 649.99 USD Place Business Global companies Professionals (doctors, lawyers, consultants, scholars, etc) Consumers Retailers (Best buy, etc) Direct selling through online Brand shops Airport kiosk

36. Marketing mix Promotion Trade shows Advertising TV Radio Newspaper Magazines Out of home Alternative advertising (Airport branding)

37. Marketing mix Buzz marketing (idea) Free trial campaign Airports 100,000 people Summer and winter vacation Placement in movies and TV programs Present to celebrities Sponsor Olympic Co-branding Airlines Amusement parks

38. Marketing mix Social networking site “Writing your opinion campaign” with LINGO “Posting your video who you met campaign” Face book YouTube Twitter MySpace Winner gets- “World tour”

39. Brand Extension LINGO Home Theater Radio Software Sunglasses Phone (Li Phone) Electronic translator Online translator Language university Dictionary Hardware in computers

40. Advertising image Say Hi! to the world

41. Brand elements Say Hi! to the world

42. Brand elements Say Hi! to the world

43. Brand elements Say Hi! to the world

44. Say Hi! to the world You cannot talk with animals.

45. Say Hi! to the world

46. Say Hi! to the world

47. Say Hi! to the world

48. Appendix Secondary Research http://en.wikipedia.org/wiki/Tourism - 2008 – 922million international tourists http://www.ling.gu.se/projekt/sprakfrageladan/english/sprakfakta/eng-sprak-i-varlden.html - 6,500 living languages http://www.executivelinguist.com/faq.php - Translators costs - $75 minimum and pay 12-40cents per word http://www.kaplan.com/Pages/default.aspx - Basic 20 week English class costs $5350

50. What do they do when they don’t speak the language

51. General Questions about traveling

52. Travel for business or recreational

53. How often do they travel

54. Present the idea of Lingo

55. What do they think of this technology

56. Will they use it

59. Salience, imagery, performance, feelings, judgments, resonance

60. Marketing Mix

61. Product, Price, Place, Promotion

62. Brand Positioning

63. Target market, segmentation, Brand Mantra, POP and POD

64. Brand Elements

66. Product, Slogan, Positioning, Brand Elements, Meting

67. Constructing overall picture of our product

68. Allocated parts to our strengths