We put nanotechnology into Nanofilm Branding Your Company CEB Meeting April 23, 2004 Scott Rickert 216-447-1199 President, Nanofilm, ltd. We put nanotechnology into the palm of your hand. DFJ Primaxis Confidential

Why Branding? IBM, Merck, Pfizer, 3M, GE, Intel, Microsoft are Brands Branding is the consumer association of something that he values with your company. 2 Levels of Branding Company Branding Product Branding DFJ Primaxis Confidential

Why Not Product Branding Only? How many product brands to you recall? Surveys indicate very little product brand recognition. Product brands stand for different things over time as the product brand evolves. New brands are introduced to replace tired ones. DFJ Primaxis Confidential

Why Company Branding? Everything is derived from your company’s brand Quality Performance Reliability Ease-of-Use Durability Innovation High Technology VALUE DFJ Primaxis Confidential

How to Brand Your Company Carefully reflect on your future. Ask your customers why they buy from you. Draw several images of your company from these activities. Hire a PR Firm or consultant to develop a branding strategy to support these images. DFJ Primaxis Confidential

Branding Strategies What is the simple message? How often is that message delivered to the press? How often do your customers see this message? DFJ Primaxis Confidential

How to Catalyze Your Brand Discover which reporters cover your type of company for your local newspaper. Invite the reporters in for lunch and a tour. Give keynote presentations at national and regional meetings. Always return reporters phone calls immediately.

Conclusion Patents offer little long term competitive advantages Trade secrets offer little long term competitive advantages Brands build …. Internal relationships with your employees (they are believers) External relationships with your customers (they trust in you) External relationships with your community (they know you) External relationships with the world (they can categorize you)