© 2014 Brandworkz Ltd

Aligning your internal teams behind your brand and marketing

.70,000 monthly downloads for press & media

Share and Distribute

Govern and Automate

Marketing production centre for 800 fitness centers. 600% usage

increase

Key Brand Communication Challenges

Align and Educate

Aligning internal teams behind the

brand positioning in 42 countries

Brand disconnect

3

Align and EducateAligning the internal to assist the external

5

Icebreaker retails in 42 countries, 2,000 retail outlets

Lack of product knowledge at retailer level

Inconsistent, marketing, POS materials used

Inconsistent stories told by sales staff

High price point

Educate on your brand stories

6

Give employees and partners the tools they need

7

Don’t forget about your best Brand Ambassadors,internal employees

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Icebreaker’s ROI

9

Before Brandworkz After Brandworkz Approx. value/year

80 ad-hoc requests/briefs per month

4 ad-hoc requests per month

$ 100,000

Time-to-market for new collections/products reduced by 1 month

$ 2,000,000

Use of out-of-date/licence imagery

These problems virtually eradicated

Undisclosed($tens

thousands)

Marketing and creative department can now concentrate on creating strategic, highly-effective marketing toolkits for retailers, thereby increasing sales

Undisclosed ($millions)

10

International property consultancy In 70 countries & 1000 locations Grown quickly through acquisition Decentralised marketing structure Problems unifying disparate

marketing teams

Common platform for Brand Education, Comms and Operations

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Create sense of community

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• Who’s Who• Blog/

commenting• Knowledgeba

se• Alerting• Best practise

sharing

Facilitate sharing and collaboration

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Jones Lang LaSalle’s Results

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“People can see they are part of something bigger, yet they won’t lose their autonomy. The system also gives our marketers the tools to support and drive sales. Local teams, after all, know best what works in their home markets”

Brant Long, Global Brand Director

Won Best Performing Property Brand award at MPF Awards for Management Excellence 2013.

Reason for winning:• Greatest improvement in brand value over previous year.• Calculated by Brand Finance using ‘Royalty Relief’ methodology.

(method approved by tax authorities, stock exchanges and regulators).

• MPF (Managing Partners Forum)

Importance of usability and on-brand experience in an online portal

Transitions Optical – old system

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• Virtually no usage of it as people rebelling against it due to lack of intuitive interface and ugliness.

• No sharing between countries.

• Marketing team overloaded with manual requests and firefighting against off-brand behaviour.

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Transitions Optical – new system

• 250 active users in marketing and partner community

• Sharing of best practice between countries

• ~ 2500 logins per month

• $500,000 saving annually compared to old system

Aetna – Old system

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• Users rebelling

• Difficult to use

• No sense of community or pride whatsoever

• Not leading by example

Aetna – new system

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• 17,000 unique users(1/2 of all employees!)

• It’s informing all new employees about mission, vision, behaviour, etc.

• Company is increasing their positive differentiation in the marketplace

Internal Brand Alignment Equation

Internal brand alignment

=

Engaged, productive, & focused employees

=

Delighted and loyal customers

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Key Takeaways

1. Don’t spend all your time on external marketing and brand building, balance with internal

2. Create an online brand/marketing space to educate and to provide implementation toolsto marketing, sales, PR, partners as well as general employees

3. Make the online space nice and make it useful so people want to use it!

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OUR WOOL FACTORY

Q&A

Stand D50 020 7288 9700 www.brandworkz.com