BrandJuice overview of BrandBuilder - our brand strategy and positioning process.

1. BRAND BUILDER

2. OUR SERVICES WHAT YOU MIGHT SAY: “We don’t love our advertising. Our messaging isn’t getting customers excited to buy. Internally, there’s disagreement around what our brand stands for. Worse, competitors are beginning to define our brand for us.” WHAT WE OFFER: BRAND BUILDER We help clients develop leadership brand strategies and assets – clearly positioned brands backed by strong creative. Our process applies to renovating mature brands and building emerging brands with strong competitive differentiation. 2

3. OUR SERVICES BRAND BUILDER SAMPLE DELIVERABLES Clear understanding of existing brand equity and points of difference Synthesis of insights into positioning platforms and success criteria Range of positioning strategies and corresponding creative ideas developed Evolution of recommended communication strategy based on consumer validation Positioning architecture and creative ideas Strategy presentation & corporate training 3

4. OUR SERVICES BRAND BUILDER METHODOLOGY HIGHLIGHTS IMMERSE Stakeholder interviews to align expectations Competitor review and brand mapping Creation of positioning platforms to explore in Creativity Collective® brainstorming session. Concept Workshop to organize ideas in strategic positioning framework Concept board and creative board development Consumer validation research to refine strategy and creative execution Integrated creative ideato match new positioning strategy CREATE VALIDATE 4

5. OUR SERVICES BRAND BUILDER CLIENT BENEFITS Results in a clear positioning strategy to build unique brand strength Outcome grounded in brand equity understanding and consumer insights Delivers creative idea to match strategy Process drives organizational buy-in around strategy Scope can be global with Message Matrix developed for regions and targets 5

6. OUR SERVICES BRAND BUILDER SUCCESS STORIES Sports Authority wanted to create a premium private label brand and asked BrandJuice to develop the strategy and execution. We used consumer insights to create and validate a unique and meaningful positioning strategy. The final deliverable was a new brand for the company: SA Gear To reclaim lost market share and return some swagger to the brand, BrandJuice led the re-positioning of KC Masterpiece by executing three of its proven processes; Value Equation, Creativity Collective® and Battle Testing®. The resulting Real Deal strategy is now an integrated campaign. . Covidien has asked us to lead global positioning strategy development for three major new product launches, including LigaSure and Force Triverse. Combined, they’ve delivered $1B in incremental revenue for the company. 6

7. IDEAS PEOPLE BUY is our promise. Call to learn more about our process. We’ll send you our CEO’s book as a thank you: Jeff Scurlock 303.454.3260 Jeff@BrandJuice.com www.brandjuice.com 7