This document discusses branding and its role in driving business growth. It provides an overview of what branding is and highlights some key elements of successful brands, including having a higher purpose, a bold number one claim, and clear differentiation. It then presents a case study of Nualight, an LED lighting company that saw 10 times growth after working with a branding agency to develop a new positioning strategy, visual identity, and approach to customer engagement and marketing. The rebranding effort helped transform Nualight from a perceived as a generalist, small company to a global leader in its niche market within 7 weeks.

1. Branding AS A DRIVER OF BUSINESS GROWTH Building a business on your ideas 06/10/2011 1

3. What is branding

6. Specialist B2B strategic branding agency

7. 3 core functions > Positioning Strategy / Creative Branding / Marketing Communications

8. Multi award-winning creative team

13. Quick and dirty guide to branding.In four slides. 06/10/2011 9

14. Your brand is not your logo, name or visual style. These iconic brands look the same as they did when they were successful, but they mean something different to us now.

15. It’s not what you think it is… How it all began…

16. it’s what they think it is… How it all began…

17. Branding is simply a tool that we can use to build perception. Who. What. How.

18. so what makes a successful brand?

19. A higher purpose A bold no. 1 claim Clear differentiaton Unity of purpose Shared values Creative magic

20. NUALIGHT CASE STUDY

21. MISSIONrebrand in 7 weeks for euroshop New investment. New team. New mandate 06/10/2011 17

22. Nualight in 2007 Founded 2004, NUI Cork LED lighting delivering 60% energy savings vflourescent Perceived as generalist, small, me-too LED lighting company Top 5 in Europe, one of 100s in US, nil awareness elsewhere Latent competence in lighting for retail Private investment, aggressive growth targets

23. POSITIONING STRATEGYCreate a market LEADERSHIP position.Lighting the way to greener retail 06/10/2011 19

24. Develop an ownable market positioning strategy “The global leader in refrigerated LED display illumination for food retail”

25. THEIR WAVE: Lighting the way to greener retail

26. CREATIVE EXECUTIONDevelop a visual identity that would engage with all stakeholders. SHIFT BRAND FROM TECHNICAL 06/10/2011 22

30. CUSTOMER ENGAGeMENTApply the brand aT every touchpoint.TURN AND FACE THE MARKET 06/10/2011 26

35. MARKET MATURITYFLEXIBLE RESPONSE TO CHANGING MARKETBRINGING FOOD TO LIFE 06/10/2011 31

40. Why does this all matter?

41. Nualight Growth x 10 2009 2005 2007 2008 2010 2006 2004 10 74 3

43. ‘Our brand is far more than our image, it’s our strategic market position’. Fast Branding extracted the intellectual capital from our CEO and technical team and transformed it into an offer with a realcompetitive edge. The brand had made our company vision real. It has defined our direction and now drives our product differentiation. There’s no doubt that it has been a key factor in our success milestones over the past 12 months-landing Europe’s biggest deal, building relationships with the top channel partners in the world and raising second-round funding Paul Kelly, VP Sales & Marketing, Nualight

44. Thank you. Simon O’Dwyer Director Threesixty Brand Marketing www.wearethreesixty.com