13. The Fifth Gear brand in ACTION
Which problems we solve
The things we promise
How we communicate
The ways we react
The service we provide
Things we celebrate
The boxes that we ship
The way we serve our customers
14. Brands are what make
companies and products
stand out from the
crowd. They have an
essence, or spirit, and
18. Influence
Buying
Decisions
Build Loyalty
Create Trust
Articulate Value
19. Shift
Attention to
Intangibles
Influence
Buying
Decisions
Build Loyalty
Create Trust
Articulate Value
20. Command
Premium
$$
Shift
Attention to
Intangibles
Influence Buying
Decisions
Build Loyalty
Create Trust
Articulate Value
21. PROTECT
MARKET
SHARE
Command
Premium $$
Shift Attention
to Intangibles
Influence Buying
Decisions
Build Loyalty
Create Trust
Articulate Value
22. Our corporate brand is our responsibility.
We enable it at every level
Warehouse
Development
Finance
Human Resources
23. Understand the impact from inside your
department
Communicate SPECIFICALLY why brand
matters to your team
Share the value of getting it right
Pass on marketing campaigns to your team
Insist on brand integrity
Instill pride in the brand – make the brand
promise part of our culture
24. Ask Yourself . . .
Would you tattoo the
brand on your
shoulder?
Would you riot if the
brand ceased to
25. Problem Solvers
Be the Experts
Bring Ideas to the Table
Share Best in Class
Standards
Prioritize
Responsiveness
Resolve Issues
THEME:
As their vendor, we
MUST be a well-oiled
machine
26.
27. Fetch Dogs
Denali Ippolito Kaysie Tracy
Daisy Ansheles
Emma Roland
Buddy Doughty
Doug Howell
Lucy Roland
Gracie &
Gretchen
Kruysman
Lucy Lahme
28. FetchDog celebrates the
intimate, joyful relationship
between dogs and their owners,
especially women, through
shared experiences and useful
advice. We help to enhance the
lives of both dogs and dog
owners through the finest and
healthiest products and services
available.
29.
30. You are FetchDog
Be Authentic – Ask about their dog.
Be knowledgeable about the catalog and website.
Resource guides
Navigation
Product information
Be able to communicate our policies.
Free shipping
Returns
Be able to make thoughtful product
recommendations.
Breed
Size
You are FetchDog
31. We want to keep
encouraging you to
spend time with our
customers and to get to
know their dogs.
We want you to err on
the side of doing what’s
‘right’ for the customer.
32. WE:
Are the voice of our
clients’ brands
Are the source of
feedback for brand
satisfaction
Can change a brand –