© 2010 Buyology Inc. All Rights Reserved. Buyology Inc™ and Consciously Leveraging the Non-Conscious™ are registered trademarks of Buyology Inc. 1 The Power of Brand Relationships March, 2011

© 2010 Buyology Inc. All Rights Reserved. Buyology Inc™ and Consciously Leveraging the Non-Conscious™ are registered trademarks of Buyology Inc. 2 Three Steps Ahead

© 2010 Buyology Inc. All Rights Reserved. Buyology Inc™ and Consciously Leveraging the Non-Conscious™ are registered trademarks of Buyology Inc. 3 What pilots and priests know Ten things you need to know Back stage at “Digital Idol” Desire is in the news Three Steps Ahead

Non-Conscious Decisions

15% Conscious Interactions are everything that a company does and says in an attempt to influence current and prospective consumers 85% Non-Conscious Relationships form the context the consumer has with the brand and the filter they use to process and interpret interactions and choices How We Choose

© 2010 Buyology Inc. All Rights Reserved. Buyology Inc™ and Consciously Leveraging the Non-Conscious™ are registered trademarks of Buyology Inc. 6 Non-Conscious Processes Awe Exploration Harmony Reflexes Memories & Values Emotional Wants & Desires Intuition

…. and Relationships

Powerful Relationships

© 2010 Buyology Inc. All Rights Reserved. Buyology Inc™ and Consciously Leveraging the Non-Conscious™ are registered trademarks of Buyology Inc. 9 The faith of Christianity

© 2010 Buyology Inc. All Rights Reserved. Buyology Inc™ and Consciously Leveraging the Non-Conscious™ are registered trademarks of Buyology Inc. 10 The Reward Center (Nucleus Accumbens)

© 2010 Buyology Inc. All Rights Reserved. Buyology Inc™ and Consciously Leveraging the Non-Conscious™ are registered trademarks of Buyology Inc Stronger Brands 12 Weaker Brands

© 2010 Buyology Inc. All Rights Reserved. Buyology Inc™ and Consciously Leveraging the Non-Conscious™ are registered trademarks of Buyology Inc. 12 BRANDscan  // BRANDscan Strong relationships Strong Brands Christianity Weak relationships

© 2010 Buyology Inc. All Rights Reserved. Buyology Inc™ and Consciously Leveraging the Non-Conscious™ are registered trademarks of Buyology Inc. 13 Brand Relationship Drivers™ A Clear Vision Storytelling Sensory Appeal Symbols Rituals Evangelism Enemy Sense of belonging Grandeur Mystery

Barbie & Ken’s Relationship

© 2010 Buyology Inc. All Rights Reserved. Buyology Inc™ and Consciously Leveraging the Non-Conscious™ are registered trademarks of Buyology Inc. 15 Evangelism by will.i.am at Intel

© 2010 Buyology Inc. All Rights Reserved. Buyology Inc™ and Consciously Leveraging the Non-Conscious™ are registered trademarks of Buyology Inc. 16 Brand Grandeur

© 2010 Buyology Inc. All Rights Reserved. Buyology Inc™ and Consciously Leveraging the Non-Conscious™ are registered trademarks of Buyology Inc. 17 American “Digital” Idol

© 2010 Buyology Inc. All Rights Reserved. Buyology Inc™ and Consciously Leveraging the Non-Conscious™ are registered trademarks of Buyology Inc. 18 Brand Relationship™ Drivers Tracking Research Conscious Measure

© 2010 Buyology Inc. All Rights Reserved. Buyology Inc™ and Consciously Leveraging the Non-Conscious™ are registered trademarks of Buyology Inc. 19 Brand Relationship ™ Drivers Tracking Research Non-Conscious

© 2010 Buyology Inc. All Rights Reserved. Buyology Inc™ and Consciously Leveraging the Non-Conscious™ are registered trademarks of Buyology Inc. 20 Brand Relationship Drivers™ Key Drivers of Favorability AppleGoogle 1. sensory1. belonging 2. symbols2. sensory 3. storytelling3. symbols

© 2010 Buyology Inc. All Rights Reserved. Buyology Inc™ and Consciously Leveraging the Non-Conscious™ are registered trademarks of Buyology Inc. 21 How are you measuring the holistic impact of ALL of your media? How does the consumer define the relationship with your brand—does it match your view? How does the relationship effect their decision to buy? Key Questions

© 2010 Buyology Inc. All Rights Reserved. Buyology Inc™ and Consciously Leveraging the Non-Conscious™ are registered trademarks of Buyology Inc. 22 Most Desired Brands

© 2010 Buyology Inc. All Rights Reserved. Buyology Inc™ and Consciously Leveraging the Non-Conscious™ are registered trademarks of Buyology Inc. 23 Top 10 Most Desired Brands Top 10 for Men #1 Crest #2 BMW #3 National Geographic #4 Panasonic #5 Hyundai #6 Kleenex #7 Coca-Cola #8 Microsoft #9 Tide #10 Lexus Top 10 for Women #1 Johnson & Johnson #2 Sony #3 Kleenex #4 National Geographic #5 MasterCard #6 Google #7 Amazon #8 Visa #9 General Electric #10 Toshiba

© 2010 Buyology Inc. All Rights Reserved. Buyology Inc™ and Consciously Leveraging the Non-Conscious™ are registered trademarks of Buyology Inc. 24 Measuring Brand Signal Strength

© 2010 Buyology Inc. All Rights Reserved. Buyology Inc™ and Consciously Leveraging the Non-Conscious™ are registered trademarks of Buyology Inc. 25 Money ≈$8 Million Time > 6 Years Consumer Data > 2500 Respondents

© 2010 Buyology Inc. All Rights Reserved. Buyology Inc™ and Consciously Leveraging the Non-Conscious™ are registered trademarks of Buyology Inc. 26 AweSuperiorityHarmonyExploration Awe AA National Geographic Pixar AS Lexus AH Wii Cartier AE BMW Blackberry Superiority SA Sony IBM SS Microsoft Home Depot SH Apple Taco Bell SE Google Amazon Harmony HA Hewlett Packard DreamWorks HS Crest Coca-Cola HH J&J Hallmark HE Target Disney Exploration EA American Express Pepsi ES Visa FedEx EH Wal-Mart FaceBook EE GE Toyota Neurotypes™

© 2010 Buyology Inc. All Rights Reserved. Buyology Inc™ and Consciously Leveraging the Non-Conscious™ are registered trademarks of Buyology Inc. 27 Shower of Media-fetti

© 2010 Buyology Inc. All Rights Reserved. Buyology Inc™ and Consciously Leveraging the Non-Conscious™ are registered trademarks of Buyology Inc. 28 Three Steps Ahead

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