Not Your Father\'s Hospital - a look a how business today is not based on the practices that our fathers observed. Fact is that today’s healthcare business climate demands that we re-envision many tried-and-true business practices, including what it takes to effectively position ourselves in an increasingly competitive and demanding marketplace.

1. N O T Y O U R F A T H E R ’ S H O S P I T A L Branding in a New Era of Healthcare

2. P R E S E N T E R I N T R O D U C T I O N J O N H E A D L E E P R E S I D E N T S C O T T M O S L E Y V I C E P R E S I D E N T O F S T R A T E G Y

4. N E W P R O P O S I T I O N I N H E A L T H C A R E

6. C O N S U M E R S N E W E X P E C T A T I O N S Is this healthcare provider a good life partner for me and my family?

8. B R A N D I N G A P P R O A C H T R A D I T I O N A L B R A N D T O D A Y ’ S E M E R G I N G

9. B R A N D M A N A G E M E N T T O B R A N D L E A D E R S H I P

11. B R A N D L E A D E R S H I P – T h e N e w I m p e r a t i v e BRAND LEADERSHIP

12. B R A N D L E A D E R S H I P A N E W P E R S P E C T I V E

21. E L E M E N T S O F B R A N D B U I L D I N G BRAND LEADERSHIP

22. B U I L D I N G D E E P C U S T O M E R R E L A T I O N S H I P S

23. B U I L D I N G D E E P C U S T O M E R R E L A T I O N S H I P S

24. B U I L D I N G D E E P C U S T O M E R R E L A T I O N S H I P S B R A N D Identity Value Proposition Positioning C U S T O M E R Experiences Interests Values Quality and Strength Feeling Free and Macho Driving Ideas / Perceptions Strong, Affirming Self-Image Unwavering Sense Of Community Harley Owners Group (HOG) Brand-Building Programs Deep Relationships Functional Benefits Emotional Benefits Self-Expressive Benefits “ Express Yourself in the Company of Others” “ People Around the World United by a Common Passion; Making Harley a Way of Life”

25. H O W M U C H D E E P E R D O E S I T G E T ?

27. M A R K E T I N G V S . B R A N D I N G

28. M A R K E T I N G V S . B R A N D I N G

29. E M O T I O N A L C O N N E C T I V I T Y

30. E M O T I O N A L C O N N E C T I V I T Y

31. B R A N D E Q U I T Y H I E R A R C H Y

32. F I V E D ’ S O F B R A N D S T R A T E G Y

34. D I S C O V E R Y P H A S E “ I N S I G H T ” K E Y C H A L L E N G E : Truly understanding -- at a very deep, emotional level -- the feelings, attitudes and beliefs associated with the brand.

35. D E S I G N P H A S E “ P O S I T I O N I N G ” K E Y C H A L L E N G E : Designing a highly powerful and compelling brand position and promise which embodies the organization’s mission, vision and values and supports execution of the strategic plan.

36. D E V E L O P M E N T P H A S E “ E N G A G E M E N T ” K E Y C H A L L E N G E : Deeply engaging internal stakeholders in genuine ownership of the brand promise and deep personal investment in bringing it to life through their actions – each and every day.

37. D E P L O Y M E N T P H A S E “ A C T I O N S A N D W O R D S ” K E Y C H A L L E N G E : Bringing the brand promise to life through actions and words, encompassing every aspect of the organization’s interaction with the marketplace.

38. D I S P L A Y P H A S E “ T E L L I N G T H E S T O R Y ” K E Y C H A L L E N G E : Having the insight and discipline not to jump right in here without having given appropriate attention to the other four phases of brand strategy creation and execution.

40. “ Brand value is very much like an onion. It has layers and a core. The core is the customer who will stick with you until the very end.” Marshall McLauhan

41. To Learn More about Ten Adams, visit: www.tenadams.com J O N H E A D L E E, P R E S I D E N T 812.253.6315 | [email_address]