A clever little hack to help uncover, articulate and demonstrate your Brand, Purpose and Philosophy. (*Now is available, without compromise)

1. A clever little hack to help uncover,
articulate and demonstrate your
Brand, Purpose and Philosophy.
Introducing Sprint
This document is licensed under a Crea/ve Commons A4ribu/on-NonCommercial-ShareAlike 4.0 Interna/onal License

2. We get it…
Budgets are tight and time is limited.
2

3. HUGE!3
But expectations are…

4. The COVID Effect
The bar has never been higher for business
and brand. Not only must companies prove
their worth, by never faltering on the delivery
of a great product, but to stand any chance
of survival, they must earn their stripes
by making a world of difference.
4
The Pandemic has
accelerated society’s
need for more
sustainable brands.
READ OUR LATEST POST

5. Hype won’t deliver you success
in this, or any other, new normal.
5
So here’s the deal…

6. 6
Global statistics
94%
Business leaders feel a personal
responsibility for laying out their
company’s core purpose
and role in society
(UN & Accenture)
64%
People expect business leaders
to lead on social change rather
than waiting for government
intervention
(Edelman)
But standing for something and
staying true to Purpose will:
67%
People agree it has become
more important the brands
they choose make a positive
impact to society
(Ipsos)

7. This is why the future has decided on trust!
Irrespective of technology or product, in heavily trust dependent
industries, like yours, choices come down to people’s confidence
about receiving the right levels of reliable and unconditional support.
7

8. Fully Commi4edPar/ally Commi4ed MARKET PERCEPTIONS
BUSINESSREALITYFullyCommi4edPar/allyCommi4ed
8
Fully committed to sustainability, the strongest brands are purpose-led businesses that bridge
the gap between reality and perception — delivering value for all stakeholders, not just shareholders:
“DO-GOODERS”
Sustainability is a business impera/ve but the company
has yet to ins/tu/onalise its philosophy and/or unify behind
its purpose — huge poten;al to achieve more!
“CHANGE-MAKERS”
The company is fully (and passionately)
commi4ed to sustainability — consistently striking
a balance between shareholder return and societal impact(s)
“NON-DOERS”
The company is neither pursuing a sustainable
agenda, nor has it taken any real steps towards change
— talent has already checked-out!
“PURPOSE-WASHERS”
Ac/vity is reac/ve and marketed to build brand associa/on
with a perceived cause. Impact is likely to be insignificant
and a reputa;on crisis is imminent!

9. 9
“There are a few moments in every
game when [you] will have to Sprint
and use explosiveness to win.
— ALI KRIEGER
But the clock is ticking!

10. Don’t rush. Sprint*
10
*Now, without compromise

11. Sprint is a rapid prototyping approach to sustainable brand building
Because most planners and their agencies do a great job understanding
where a company should go and devising potentially effective strategies
to project them getting there, but where they fail is follow-through —
not knowing what it takes to create lasting value.
1111

12. Sprint is a first-step towards co-creating shared value
Without forcing compromise between
what is wanted today and needed tomorrow,
Sprint paves the way for conscien/ous
business to achieve sustainable brand status
— an honest and profitable representa/on
of your commitment to delivering value
for all stakeholders, whether they buy
from you or not.
12
BVC is a blueprint
for unlocking brand
value to advance the
sustainability agenda.
Brand Value Creation (BVC)
LEARN MORE ABOUT BVC

13. Sprint maximises 20 years of experience delivering award-winning results
1313
Best Global Rebrand
“Royal Kingdom of Bhutan”
Best Corporate Rebrand
“AcZon For Children”
Best Brand Transforma/on Consultancy
“Firstwater Advisory”
Best Brand Consultancy
“FutureBrand SEA”
Business Development Team Of The Year
"McCann Worldgroup APAC”

14. And expertise gained building brands for countries, governments and NGOs,
Global Fortune 500s, MNCs, blue-chips and conscientious start-ups too
14

15. Sprint is an adaptable solution designed to accommodate business lifecycle, budget and timescales
Where we agree to fees and the basis of charges clearly
in advance — so we can, together, plan reliably for what lies ahead
and how it is to be achieved.
15

16. Where do we start?
Whether refreshing an
existing brand or developing
a new one, we always begin
each project with a structured
and immersive Project Kick-off.
16
✓ Objectives — definitely lay out the project’s
core objectives we are set to accomplish together;
✓ In Scope — stating what’s in scope;
✓ Out of Scope — equally important,
stating what’s out of the project’s scope of work;
✓ Key Activities — outlining the major steps
we will need to take;
✓ Deliverables — delineating the tangible work
we will deliver to accomplish the objectives;
✓ Sponsor — for Standard, Advanced and Bespoke packages,
specifying the executive sponsor who will be responsible for
resolving major issues and provide direction when needed;
✓ Resources — list all stakeholders that will be supporting
the project, including any external resources as/if needed;
✓ CSFs (Critical Success Factors) — defining elements
which need to be fulfilled in order to realise the deliverables.
16
Where together we’ll define:

17. Sprint is modular based — allowing you to choose a solution that works for you and your business:
1. PROJECT KICK OFF
Define a Project Charter
and facilitate client kick-off —
defini/vely laying out objec/ves,
roles, responsibili/es, deliverables and
Cri/cal Success Factors (CSFs)
2. INTERNAL
SOCIALISATION
If necessary, elicit broader support
for the project incl. familiarisa/on of
individual stakeholders, to effec/vely
posi/on and gain buy-in from the
wider organisa/on
3. STAKEHOLDER
INTERVIEWS
Board, Exec Team and/or Key
Stakeholder 1-1 structured
interviews (up to 4 x 1hr),
incl. suppor/ng analysis
and insights extrac/on
4. MARKET
RESEARCH
Conduct minimum exploratory
secondary (and/or qualita/ve)
desk research to assess the current
posi/on in the marketplace
5. MARKET
ANALYSIS
Analyse all available client and/or
third-party market and strategy
material to iden/fy poten/al
value opportuni/es
6. EXISTING
IDENTITY AUDIT
Analyse exis/ng touch-points for
consistency of message, con/nuity of
look-and-feel, tone-of-voice, clarity of
purpose and posi/oning
7. BRAND PORTFOLIO
ANALYSIS
Map the current brand porkolio
and architecture to iden/fy how
exis/ng equi/es and assets
are/are not being leveraged
8. CAPABILITIES
ASSESSMENT
Assess current stakeholder,
market and brand performance
rela/ve to intended requirements
and capabili/es
9. COMPETITOR AND/OR
COMPARATIVE ASSESSMENT
Examine and interpret the
compe//ve landscape incl.
exis/ng compe/tors and
emerging disruptors
10. MARKET INFLUENCES
& TRENDS
Iden/fy relevant local, regional
and/or global trends and their likely
manifesta/on in the next 3-5 years —
providing perspec/ves
on poten/al impact
11. POSITIONING
TERRITORIES
Develop clear recommenda/ons incl.
target audience profiles; product and/
or services; dram posi/oning territory
statement(s)
12. FINALISED
BRAND STRATEGY
Dis/ll all findings into a
strategy incl. Purpose and Values,
Posi/oning and Proposi/on,
func/onal and emo/onal benefits,
incl. mobilisa/on recommenda/ons
13. BRAND VALUE
PROPOSITION (BVP)
Cram a BVP Plakorm —
that is an ac/onable ar/cula/on
of the client’s mo/va/ons and
inten/ons incl. draming a compelling
brand narra/ve / manifesto.
14. BRAND NAMING
& NOMENCLATURE
Aligned with the BVP and guided
by porkolio and architecture,
employing an objec/ve and crea/ve
approach to renaming the master
brand (sub-brands not included)
15. TONE-OF-VOICE
& BRAND MESSAGING
Based on the BVP, codify a tone-of-
voice and develop an on-brand
messaging system, incl. wri/ng
style guidelines
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1 2 3 4 5
6 7 8 9 10
11 12 13 14 15

18. 18
Four Sprint Packages
Whether it’s articulation support, or insight and expertise to improve performance
STARTER STANDARD ADVANCED BESPOKE
For entrepreneurs and start-ups struggling
to define and ar4culate a viable
Purpose and Proposi4on
For small businesses looking to further qualify
their Purpose with more contextualised
insight and guidance
This package is for more established
companies, due to scale/complexity
of the business
Crea4on of a bespoke solu4on(s) that is based
on further discussion and a detailed technical
evalua4on/needs assessment
1 PROJECT KICK-OFF ✓ ✓ ✓
2 INTERNAL SOCIALISATION
3 STAKEHOLDER INTERVIEWS ✓ ✓ ✓
4 MARKET RESEARCH
5 MARKET ANALYSIS ✓ ✓
6 EXISTING IDENTITY AUDIT ✓
7 BRAND PORTFOLIO ANALYSIS ✓
8 CAPABILITIES ASSESSMENT
9 COMPETITOR / COMPARATIVE ASSESSMENT ✓
10 MARKET INFLUENCES & TRENDS
11 POSITIONING TERRITORIES ✓ ✓
12 FINALISED BRAND STRATEGY ✓
13 BRAND VALUE PROPOSITION (BVP) ✓ ✓ ✓
14 BRAND NAMING & NOMENCLATURE
15 TONE-OF-VOICE & BRAND MESSAGING
US$3,250 US$5,500 US$12,500 Begins with a FREE
needs assessmentUp to 3 working days Up to 5 working days Up to 10 working days

19. ✓ DELIVER WHAT
PEOPLE NEED
✓ MARKET RELEVANCE ✓ VALUE-BASED PRICING
✓ PURPOSE-LED
POSITIONING
✓ CLARITY & CONSISTENCY
Create a seamless
and engaging stakeholder
experience
Elements of the brand,
such as the intended end-
user, are modified to fit the
/mes and other, localised
or cultural nuances
The nature of the product
— e.g. premium versus
household staple —
should influence price
Clearly communicate
similari/es and differences
from compe/ng brands
Marke/ng, communica/ons
and experiences don’t send
conflic/ng messages
over /me
✓ PORTFOLIO INTEGRITY ✓ INTEGRATED OUTREACH ✓ AN ENGAGED WORKFORCE ✓ SUSTAINED SUPPORT ✓ MEASURABLE IMPACTS
Everything fits sensibly into
the brand porkolio, whereby
all brands, at all levels, work
logically together
All marke/ng ac/vi/es and
channels communicate the
same messages about the
brand, solidifying the
iden/ty
Managers know the
audiences’ different
percep/ons of the brand,
and be able to deliver
accordingly
Consistently invest in
building and maintaining
brand awareness
Use a formal brand-equity-
management and ESG impact
measurement system(s)
19
Every module embodies the actions needed to create lasting brand equity and value
The reward? Stakeholders’ enduring support and exponential growth
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1 2 543

20. 20
Committed to co-creating value through
knowledge sharing and effective facilitation.
About me

21. ✓ Known for strong views on brand positioning, collective consciousness,
and the responsibilities of business (consulting in this space for twenty years);
✓ Advised countries, government leaders, NGOs and corporations around the
world — some for long periods, others for commissions, or one-off advice;
✓ Among the first advocates of Purpose — becoming a prominent voice in raising
the standards of branding and sustainability across Europe and Asia
(includes the Middle and Far East);
✓ Recognised leader by the World Brand Congress — picking up several awards
along the way, citing contributions to the third-sector, as well the governments
of UAE, Singapore, and Bhutan (Best Global REBRAND®);
✓ Architecture graduate; post-grad/executive training at USF and Stanford;
Associate of the Chartered Institute of Marketing; and long-standing
Fellow of the Royal Society of Arts in England.
Dan Dimmock, BSc ACIM FRSA
Chief Brand and Sustainability Officer / Principal Consultant at Firstwater
B Corp Certification
Consultant
Become A
21

22. Recommended
What am I reading at the moment?
A compelling look at the
B Corp movement and why
socially and environmentally
responsible companies are
vital for everyone's future.
22
AVAILABLE ON AMAZON

23. Let’s talk
Human-to-Human.
Dubai, UAE
404B, Al Sahaa Offices
Souk Al Bahar
PO Box 487177
+971 4 336 9693
hello@firstwater.ae
www.firstwater.ae/sprint
Jeddah, KSA
Abdullah Aba Al Khayl
Al Khalidiyyah
Jeddah 23423
+966 92 000 6184
SCHEDULE A FREE NEEDS ASSESSMENT
This document is licensed under a Crea/ve Commons A4ribu/on-NonCommercial-ShareAlike 4.0 Interna/onal License