Brand Box Values & Personality Reasons to Believe Discriminator Professional, Cooperative, Investigative, Progressive, Open-minded and Eager. Committed to facilitating global multidisciplinary collaboration, cultivate research and foster knowledge exchange. A holistic approach to improve diagnostics tools and therapeutic modalities between disciplines. Reasons to Believe The only event that focuses on unifying the global knowledge of Fatty Liver, and that has the potential to yield research through multidisciplinary involvement. Core Promise A common language: Providing a global collaboration of multidisciplinary approaches to research and health services Discriminator I know that I dont know enough about how Fatty Liver effects my dicipline, I want to learn how to treat it based on new research in the field and through new collaborations Benefits Learning what’s new in the field “diagnostics and therapeutics modalities” and joining a multidisciplinary community to network and share data/knowledge. Key Insight To treat my patients I need more knowledge of the Fatty Liver early warning signs. I also need better guidance for treatments options and access to a wider spectrum of data/research from a multidisciplinary point of view. Do not lose sight of the importance of including GPs. Competitive Environment Smaller international events focusing on either the clinical or scientific aspect of NAFLD within a very niche segment. Core Audience Hepatologists and gastroenterologists with the support of related “sub” specialities to bridge the gap of therapeutic modalities and research.

Definitions of Brand Box Items Values & Personality What the brand stands for and believes in. The personal characteristics of the brand Reasons to Believe The proof we offer to substantiate the positioning Core Promise Benefits The different emotional and functional benefits that motivate the audience Discriminator The single most compelling statement that the audience would make Key Insight That element of all you know about the audience and their needs upon which the brand is founded Competitive Environment The market dynamics and trends Core Audience The audience that is the most essential to realising the company’s / organisation’s objectives