one wor ld | one b rand : th i s i s our t ime

a presentation of concepts by ‘peeps creative

eyewear

While the 2008 OWOB was a time for ownership and goal setting, we propose to help Viva

capitalize on the transformation that the GUESS eyewear license has seen under Frank

Rescigna’s leadership by illustrating the goals set in 2007 / 08 and the realization of them in

2010. Further, we will take steps to position Viva as the premier GUESS licensee by setting the

pace for the future of Viva’s business, the OWOB conference and all GUESS licensees with a

transformational presentation at OWOB 2010. Among the goals for this presentation are:

TO SET a new pace for OWOB presentations by transforming the way licensees

communicate with the GUESS brand community at OWOB.

TO ILLUSTRATE Viva’s understanding of the difference between branding and brand by

focusing on the real brand owners – the people who use and identify with it.

TO REINFORCE the Viva commitment to the right product with the right marketing in the

right accounts while highlighting Viva’s extraordinary turn around with regard to its vision for

the GUESS license.

TO LEAVE OWOB firmly entrenched as the clear leader among GUESS licensees.

Transformation

2008: “Weweretold…thatwelackedcommunicationskillswithGuesscorporateandtheotherlicenseholderstoensurebrandintegrityandbrandconsistency.”

2010:Thisendedthatdayin2008andtoday,weredefinethemeaningofcommunicationwithGUESSandotherlicensees.

2008:“Ourmantraistherightproductwiththerightmarketingintherightaccounts.”2010:Ourmantrahasserveduswellintheseinterveningyears.Todaywe’llshowyouhowfar

we’vecomeandwherewe’reheaded.

2008:“WewillcreatenumerousGUESSonlypositionsactuallysimulatingaseparateGuesscompanywithinourorganization.”

2010: ThisisourinternalGUESSorganization…

2008:“WewillexplorenewopportunitiesforgrowthbyaggressivelyandcreativelyaddressingourcompetitionandcreatingGuessonlyenvironmentsinonlythebestretailandopticalboutiques.”

2010:Thesearesomeofthestepswe’vetakentobetterpositionGUESSeyewearagainstthecompetitionandbestmerchandiseourproductintherightaccounts.

2008:“OurgoalofthenextthreeyearsistobuildGuessEyewearintoonehundredmilliondollarbrandwhichtranslatestoafourhundredmilliondollarbrandatretail.”

2010:Ifapictureisworthathousandwords,thenI’mheretotellyouthatasofthisweek,ourspreadsheetisworth100millionwords–andclimbing!

Excerpts and Suggested Comments

2008:“Itisourgoaltobecomethenumberonemarketedeyewearbrandintheeyewearindustryandtheworld.We’llmakethishappenbyinvestingovertwentythreemilliondollarsinthenextthreeyearsthroughconsistentcuttingedgemarketingandprogramsinconsumer,trade,andPR.”

2010:Ifthelast2½yearshavetaughtmarketersanything,it’sthatthere’sadifferencebetweenbrandingandbrand.Withtheadventofpermission-based,conversationalandsocialmediamarketing,it’sbecomeobviousthatbrandingiswhatwedoatGUESS. Thebrandingisaboutsexy,youthful,fresh,flirty,unique,spontaneousandglamorous.Butthebrandisaboutthepeoplewhouseandidentifywiththebrandingand,thus,theproduct.Inrecognitionofthefactthatthekeyaccounts,retailers,wholesalersandsalesforceareourcustomersbutnotourbrand’sultimateowners,we’relaunchinganinitiativetoconnectwiththosepeoplewhotrulyinternalizetheGUESSbrand.ThesearethepeoplethatPaulandMauriceconnectedwithwhentheylaunchedthebrandin1981.Wecallit“WordontheStreet/Seat.”

We propose to transform the entire presentation from a comments followed by video

followed by comments format to a single, synthesized audio / visual experience. In our mind’s

eye, the presentation will proceed roughly as follows:

We’ll use a kinetic, typographical solution to illustrate Rescigna’s 2008 comments (during

which he’ll make live follow-up comments based on his previous promissory words). At the

end of this section, Frank will re-introduce the concept of the right product with the right

marketing in the right accounts.

We’ll follow with timed still photography of Viva’s GUESS products and Rescigna will do a

live voice-over.

The products section will lead into the marketing segment. Rescigna will give a short

introduction to the “Word on the Street / Seat” concept and the video will play.

We’ll produce an additional short video that highlights the new internal GUESS

organization at Viva as it related specifically to the realization of the ‘right accounts’ goals

Rescigna set in 2008.

Closing comments that revisit all of the points made in the presentation and set new goals

for 2010 and beyond.

Concept Overview

KineticTypographyThe technical name for moving text, Kinetic Typography, is

an animation technique mixing motion and text. This text is

presented over time in a manner intended to convey or evoke

a particular idea or emotion. In this case, we’re attempting

to convey the idea that Rescigna’s speech in 2008 might

have been only words to those in attendance and perhaps

even easily forgotten. To him and his staff, however, those

words represented a moment of clarity that bore the weight of

promises to be kept.

Now 2 1/2 years later, these words are part of the Viva culture

in no less of a way that Kennedy’s “toss our hat over the wall

of space” or Roosevelt’s “only thing we have to fear is fear

itself” is a part of the American experience. At the time of their

utterance they were a prophecy to be fulfilled; a mandate. They

exist now as a reminder of lessons learned.

Talking Points

In order to maximize the potential, impact and cost-effectiveness of product imagery,

we’d suggest employing still photography rather than the video Viva has used in the past

(as presented in the 2008 OWOB video). Still photography affords photographers the

opportunity to touch-up less than desirable elements (dust, streaks, etc) in post-production

whereas the same retouching in video is far more time- and cost- intensive.

Additionally, still photography can be easily repurposed for other marketing initiatives

whether the media be video, web, interactive or print.

We’d suggest employing a black reflective background as it really compliments the colors

and quality of GUESS sun and optical eyewear.

The Right Product

The essence of our proposal is the “Word on the Street / Seat” concept. We propose to set

up a small GUESS eyewear kiosk outside of a key NYC account during a high-traffic, mid-

afternoon into evening.

We would recruit fashion-forward passers-by to pick a pair of GUESS sun or optical

glasses, accessorize themselves with other GUESS products from a “GUESS accessory

wall” and participate in producing a video by doing a short interview about how those

GUESS products make them feel.

We know that the GUESS branding has always been about sexy, youthful, fresh, flirty,

unique, spontaneous and glamorous, but this allows Viva International to stay in touch with

what the actual brand is about by communicating directly in an interactive and tactile way

with the brand’s stakeholders – the people who use, or are likely to use, GUESS eyewear.

We would propose to do a similar video once a quarter in a different market (Europe, Asia,

West Coast, etc.) and distribute it to Viva’s GUESS partners in all markets as part of a

new “Word on the Street / Seat” initiative to support Viva’s larger Educate, Empower and

Energize culture.

The Right Marketing

The Right Account

Let’s ideate this together. One idea might be to produce a short video that

highlights the new internal GUESS organization at Viva as it related specifically

to the realization of the ‘right accounts’ goals Rescigna set in 2008.

A digital version of this presentation can be viewed at guess.pdpdev.com/OWOB

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