2. Leadership Brands: How The Right Strategy Can Beat The Un-Economy . April 14, 2009 Minneapolis AMA

4. Welcome To The “Un-Economy.”

6. For any brand, “Decisions are made emotionally and then justified rationally.” - Dr. Daniel Goleman Harvard/NY Times “ Decision-making is feelings-based, not solely rational. When the ventromedial prefrontal region of the brain is damaged, subjects are unable to make decisions.” - Dr. Antonio Damasio UC Berkeley, Neurologist

7. The Biggest Brand Trap Of The Un-Economy. VALUE = Functional Benefit PRICE

9. Leadership Brands 295,589

10. “ If your actions inspire others to dream more, do more and become more, you are a leader.” - John Quincy Adams

16. Tait Subler’s Values Ladder. Movement Values Connection Emotional Connection Product Features/ Functional Benefits Elasticity, Loyalty, Margins Source: Tait Subler, Giep Franzen, Mark Earls.

20. Tait Subler’s Transformational Badge Model. Who the consumer hopes to become through the brand. Transformational Benefit Reinforce a positive self-image for the consumer. Internal Badge How the consumer wants to appear to others. External Badge What the product does. Functional Features/ Benefits Transformative Power Loyalty, Margins

23. Live The Same Strategy Inside The Organization And Outside.

24. The Tait Subler Concept Of Brand Theme. Brand Theme = Positioning + Mission Consumer Brain Employee Brain Mission Positioning

25. BRAND THEME Communication Manufacturing Distribution HR/ Hiring Packaging Design Investment Strategy Partners Product Development

27. The Tait Subler Brand Leadership Model. How do we solve the intractable problems of the category (or start a new one)? Action That Inspires Who could the consumer become through this brand? Transformational Badge (Become More) What do we believe in? How do we want to improve the world? Why do we do what we do? Values Connection (Dream More) What do we make that adds value? How? Functional Benefits (Do More) Greater Differentiation & Greater Relevance

29. It’s This Simple … And This Hard. Irrelevant Undifferentiated Differentiated Leadership Brands Most Brands in 2007 Many Brands in 2009 Relevant

31. An Original Brand Theme, May Seem “Risky” But It’s The Only Road To Success. Differentiated strategy requires original thinking and creativity in strategy development.

36. Biggest Leader =

39. In This Environment, Consumers Want A Trusted, Objective Point Of View That No Manufacturer Can Offer. Retail Brand Provides Perspective Manufacturer A Manufacturer B Manufacturer C Integrate Competing Visions/Pdts Leadership The Visionaries Create, innovate, invent. Silos/Competing “Visions.” Provide Options Personalize Re-assure Help me define myself

41. So, We Understood What The Best Buy Brand Theme Would Need To Address If They Were To Become A True Leadership Brand. Best Buy’s Unique Leadership Perspective The Aspirational Person Who Shops At Best Buy (The Badge) Best Buy Brand Theme

42. The Leadership Brand Model Helped Us Define The Brand Theme. Action That Inspires Transformational Badge (Become More) Values Connection (Dream More) Functional Benefits (Do More) Greater Differentiation & Greater Relevance

43. Let’s Fill In The Model For Best Buy. Action That Inspires Transformational Badge (Become More) Values Connection (Dream More) Functional Benefits (Do More) Greater Differentiation & Greater Relevance An all-seeing trusted perspective on technology that enables you to live a fuller, richer life that inspires others. We believe in the power of technology to help you achieve your dreams. A window on the whole world of technology and entertainment, with people/ tools to personalize solutions.

44. Remember, This Is The Structure Of The Brand Theme We Were Developing. Best Buy’s Unique Leadership Perspective The Aspirational Person Who Shops At Best Buy (The Badge) Best Buy Brand Theme

47. Brand Obama.

51. www. tait subler .com

52. THANK YOU.