How successful brands "Woo and Win" with women

1. Brand Attachment: How to Woo & Win Women brooklyn, new york 718.788.5920 www.tapestry-group.com An ARF Webcast February 13, 2008 Presented by: Kelley Connors Marie Lemerise

2. The Conversation Revolution FROM: Brand-led marketing TO: Consumer centric buying

6. Women are Complex, Changeable Female Life Stage Constellation Source: Boom: Marketing to the Ultimate Power Consumer the Baby Boomer Woman

14. Guiding Principles Multiplicity Credibility Syn-tegration

15. Syn-tegration: The Waver In the conversation revolution, she sways to and fro.

16. Syn-tegration: The Waver: Facilitate The Conversation Involve her in the brand story Educate, Inform, Support Consumer- generated Content

17. The It Factor: First, the Essentials Brand Attachment: The It Factor Convenience Customization Community

18. From Woo to Win: Add an Intangible Brand Attachment ~ An Intangible Challenge Charisma Contentment Control

19. What You Must Demonstrate: cachet, authenticity What She Wants: Sizzle with Substance Who You Can Learn From: Republic of Tea, Daily Candy Charisma Brand Attachment ~ An Intangible

20. Charisma An enriching interlude: the experience of fine tea in the Sip-by-Sip Life of balance and well-being. New products leverage emerging needs and women’s humor. Stay attuned to her evolution. Brand Attachment ~ An Intangible Results: Created the super-premium category. Annual sales have quadrupled despite an onslaught of competition.

22. What You Must Demonstrate: relief, a safety zone What She Wants: escape from stress, connect to the present Who You Can Learn From: Dannon Activia Contentment Brand Attachment ~ An Intangible

23. Contentment Millions of women suffer from it. Doctors dismiss it. When Dannon hinted at it, women heeded the message. Brand Attachment ~ An Intangible Customer Service call: A woman says that she had never eaten yogurt in her life until she tried Activia to relieve her chronic irregularity. She pauses to keep from breaking into tears. "Since I was a little girl, I've never been able to go to the bathroom regularly . This product has absolutely changed my life."

24. Contentment 93% of those who took the Activia challenge would recommend it to a friend. The brand promises… IT WORKS OR IT’S FREE! Results: a runaway success. Repeat business propelled sales past $100 million in year 1 – “a milestone that only a small percentage of new foods reach.” (NYT January 22, 2007). Corporate profits rose sharply. Brand Attachment ~ An Intangible

25. What You Must Demonstrate: partnership, options, encouragement What She Wants: openness, empowerment Who You Can Learn From: All ī Control Brand Attachment ~ An Intangible

27. Control Listen to women share their stories Results: “84% continued to use all ī after 10 weeks on the medicine, an endorsement of early customer satisfaction”. - John Clark, Consumer Business, Glaxo Smith Kline “ Yes, it’s all gone – we can’t keep it in stock.” –Pharmacist, Brooklyn, NY Brand Attachment ~ An Intangible

28. What You Must Demonstrate: an intervention, potential for mastery What She Wants: new currency for healthy, successful aging Who You Can Learn From: AARP and Harley Challenge Brand Attachment ~ An Intangible

30. Challenge Women are the fastest growing segment of motorcycle riders. Harley customizes product design to her physique and sponsors Garage Parties. Results: 12% of Harley Davidson sales are for women, up from 4% in 1990. Revenue from women’s segment expected to break $300 million. Brand Attachment ~ An Intangible

31. The It Factor of Brand Attachment It is about Gender! Convenience Customization Community Charisma Contentment Control Challenge

33. Discover Your It Factor Listen to women share their stories Educate women to gain their advocacy Support women so they succeed Facilitate as women co-create your brand Stay attuned to her evolution

34. Brand Attachment: How to Woo & Win Women brooklyn, new york 718.788.5920 www.tapestry-group.com An ARF Webcast February 13, 2008 contact: kelley@brandattachment.com marie@tapestry-group.com