Having your corporate logo, your product merchandising, your marketing materials, and your advertising is just the beginning when it comes to brand management today. At the most fundamental level our corporate brand positioning comes to life at the touchpoint between employees and customers. After all, your brand isn't what you say it is, it's what your customers say it is. This presentation was originally created and shared by Watson Wyatt. It has been shared several times with audiences ranging from PEMCO Insurance's board members to front line staff. Hope you enjoy it.

1. <?xml version="1.0"?><AllQuestions /> <?xml version="1.0"?><AllAnswers /> <?xml version="1.0"?><AllResponses /> <?xml version="1.0"?><Settings><answerBulletFormat>Numeric</answerBulletFormat><answerNowAutoInsert>No</answerNowAutoInsert><answerNowStyle>Explosion</answerNowStyle><answerNowText>Answer Now</answerNowText><chartColors>Use PowerPoint Color Scheme</chartColors><chartType>Horizontal</chartType><correctAnswerIndicator>Checkmark</correctAnswerIndicator><countdownAutoInsert>No</countdownAutoInsert><countdownSeconds>10</countdownSeconds><countdownSound>TicToc.wav</countdownSound><countdownStyle>Box</countdownStyle><gridAutoInsert>No</gridAutoInsert><gridFillStyle>Answered</gridFillStyle><gridFillColor>255,255,0</gridFillColor><gridOpacity>50%</gridOpacity><gridTextStyle>Keypad #</gridTextStyle><inputSource>Response Devices</inputSource><multipleResponseDivisor># of Responses</multipleResponseDivisor><participantsLeaderBoard>5</participantsLeaderBoard><percentageDecimalPlaces>0</percentageDecimalPlaces><responseCounterAutoInsert>No</responseCounterAutoInsert><responseCounterStyle>Oval</responseCounterStyle><responseCounterDisplayValue># of Votes Received</responseCounterDisplayValue><insertObjectUsingColor>Red</insertObjectUsingColor><showResults>Yes</showResults><teamColors>Use PowerPoint Color Scheme</teamColors><teamIdentificationType>None</teamIdentificationType><teamScoringType>Voting pads only</teamScoringType><teamScoringDecimalPlaces>1</teamScoringDecimalPlaces><teamIdentificationItem></teamIdentificationItem><teamsLeaderBoard>5</teamsLeaderBoard><teamName1></teamName1><teamName2></teamName2><teamName3></teamName3><teamName4></teamName4><teamName5></teamName5><teamName6></teamName6><teamName7></teamName7><teamName8></teamName8><teamName9></teamName9><teamName10></teamName10><showControlBar>All Slides</showControlBar><defaultCorrectPointValue>0</defaultCorrectPointValue><defaultIncorrectPointValue>0</defaultIncorrectPointValue><chartColor1>187,224,227</chartColor1><chartColor2>51,51,153</chartColor2><chartColor3>0,153,153</chartColor3><chartColor4>153,204,0</chartColor4><chartColor5>128,128,128</chartColor5><chartColor6>0,0,0</chartColor6><chartColor7>0,102,204</chartColor7><chartColor8>204,204,255</chartColor8><chartColor9>255,0,0</chartColor9><chartColor10>255,255,0</chartColor10><teamColor1>187,224,227</teamColor1><teamColor2>51,51,153</teamColor2><teamColor3>0,153,153</teamColor3><teamColor4>153,204,0</teamColor4><teamColor5>128,128,128</teamColor5><teamColor6>0,0,0</teamColor6><teamColor7>0,102,204</teamColor7><teamColor8>204,204,255</teamColor8><teamColor9>255,0,0</teamColor9><teamColor10>255,255,0</teamColor10><displayAnswerImagesDuringVote>Yes</displayAnswerImagesDuringVote><displayAnswerImagesWithResponses>Yes</displayAnswerImagesWithResponses><displayAnswerTextDuringVote>Yes</displayAnswerTextDuringVote><displayAnswerTextWithResponses>Yes</displayAnswerTextWithResponses><questionSlideID></questionSlideID><controlBarState>Expanded</controlBarState><isGridColorKnownColor>True</isGridColorKnownColor><gridColorName>Yellow</gridColorName></Settings> Clarity – Commitment – Communication Confidence – Culture - Customers Branding from the Inside out 1

2. a lot of people are talking about branding these days ... believe me, I know something about branding 2

3. some people think it’s just putting your mark 3

4. some people think it’s just putting your mark on somebody else’s backside Yowch! 4

5. or making your logoreal fancy and sticking it on everything in sight 5

6. or making your logoreal fancy and sticking it on everything in sight (sorry, Bessie) 6

7. or making your logoreal fancy and sticking it on everything in sight (sorry, Bessie) you can dressthings up but ... 7

8. Other people think it’s just a bunch of talk. 8

9. Most people can tell when it’s bull. 9

10. Most people can tell when it’s bull. Snort. 10

11. branding is a whole lot different than all those things 11

12. branding is a whole lot different than all those things It’s an old-fashioned promise 12

13. So it’s nothing new really. 13

14. “Don’t you worry about us. We’ll say what we do anddo what we say each and every time you do business with us which we hope you’ll do often because we have thebest people ready to serve you and we really want to do right by you. You can just come to uswithout considering anyone else because we’ll always make it agood experience and if for some reason it’s not we’ll fix it because we really, really, really value your loyalty and we just don’t even want you to give a moment’s notice to anyone else who does anything remotely like what we do. But no one does.” So it’s nothing new really. Just a short way of saying, 14

15. here’s the guts of the whole thing you have to brand from the inside out (now don’t get squeamish on me) 15

16. that means your people inside keep the promises you make to your customers outside 16

17. Your people have to get it. They have to think, act and feel your brand. 17

18. no one can just hang around and chew their cud 18

19. Getting’ hold of those hands, minds and hearts means you gotta make sure employees experience the brand themselves. look at ... 19

20. training continuous learning pay recruiting orientation benefits career opportunity incentives the work performance feedback recognition inspiration technology for communicating 20

21. So how do you do this branding thing? (glad you asked) 21

22. 6 of ‘em C A cows favorite letter, of course 22

23. C larity That’s takin’ stock ... 23

24. now hold on there cowboy put that back! 24

25. now hold on there cowboy put that back! we mean figuring out what you’re about mission, vision, values , goals... that sort of taking stock 25

26. C ommitment You have to keep at it 26

27. people might say ... 27

28. Ppppffffftttttttttttttttttttttt! That’s a bunch of hooey! 28

29. So the guy with the pick-up truck and the big hat has to go for it (That’s you Boss!) and someone has to figure what it means at the feedin’ trough (That’s the rest of you) 29

30. Why, the Harvard Business Review says that branding helps... fetch premium price get new customers and keep ‘em coming back bring great employees into the herd and corral ‘em for a career those figurin’ guys will like that 30

31. C ommunication buzz in the barnyard... 31

32. C onfidence “Steer” em all to Be The Best 32

33. C ulture We’re talkin’ more than cheese here 33

34. tell your stories celebrate your heroes show your ribbons 34

35. C ustomers We don’t milk em! 35

36. The way you express the promise is Personality 36

37. The way you express the promise is Personality The way you keep the promise is Performance 37

38. branding will reveal your unique personality 38

39. Nobody can do it like ewe. 39

40. Let’s go now girls Can we talk about Watson Wyatt now? C’mon, honey, let’s go! But these are such nice people ... Thanks for listening. 40

41. Rod Brooks V.P. and Chief Marketing Officer, PEMCO Insurance Let’s ConnectTwitter: @NW_Mktg_GuyRod.Brooks@PEMCO.comBlog: www.PEMCOnorthwest.com PEMCO INSURANCE Thanks to our friends at: 41