1. The Integrated Brand Existing Brand Examples

2. The Integrated Brand An integrated brand is a system of mutually reinforcing elements. This discipline serves to govern all facets of any consumer/brand interface; it is the positioning foundation from which all communication should flow. “What it is”“What it does”“What it means”“Who it is” AttributesBenefitsValues Personality Traits

3. The Integrated Brand:Ivory 99.44% Pure Soaps Cleans gently A Fresh and Natural Feeling Pure Innocent Unpretentious “What it is” (Attributes) “What it does” (Benefits) “What it means” (Values) “Who it is” (Personality)

4. The Integrated Brand: Haagen Dazs Rich in all natural butterfat; only the highest quality premium / gourmet ingredients Tastes exceptionally rich & creamy; is extraordinarily satisfying Hedonistic pleasure Discriminating Sophisticated Self-Indulgent (Original Ice Creams) “What it is” (Attributes) “What it does” (Benefits) “What it means” (Values) “Who it is” (Personality)

5. The Integrated Brand: Ben & Jerry’s All natural ice creams imaginative captivating flavors made with authentic ingredients Inviting, involving rich creamy tastes and exciting unexpected textures Child-like Pleasure Innocent Wholesome Off-Beat Good Citizen “What it is” (Attributes) “What it does” (Benefits) “What it means” (Values) “Who it is” (Personality)

6. The Integrated Brand:Pepperidge Farm Fine baked foods made from the highest quality ingredients Looks exceptionally appetizing; tastes rewardingly delicious Emotional transport to a time or place associated with “made with care” quality Discriminating Distinctive Authentic “What it is” (Attributes) “What it does” (Benefits) “What it means” (Values) “Who it is” (Personality)

7. The Integrated Brand: Slim Fast “What it is”“What it does”“What it means”“Who it is” Diet related products; most saliently liquid meal replacement shakes Helps you lose weight fast “Quick Fix” Deliberate Determined Successful 15

8. The Integrated Brand: Weight Watchers Diet related education, information, services and products. Provides an easy to follow regime An accessible way of life that will change your life. Optimistic Confident Realistic “What it is” (Attributes) “What it does” (Benefits) “What it means” (Values) “Who it is” (Personality)

9. The Integrated Brand: Classic Guinness “What it is”“What it does”“What it means”“Who it is” Completely satisfies with a bold, manly taste and a distinctive smooth, creamy finish Legendary Irish Tradition Proud Strong Resilient Original recipe: deep, full-bodied flavor, creamy head

10. The Integrated Brand: SKYY Vodka Fine, grain- based vodka surprisingly free of natural impurities. Delivers a deep, smooth, pleasurable taste experience with no residual regrets. Mystery and Emotional Transport Dramatic Captivating Other-worldly “What it is”“What it does”“What it means”“Who it is” Center of gravity of SKYY’S beginnings (denotative dimensions) Center of gravity of SKYY’S future (connotative dimensions) { {

11. Integrated “Source” Brands Brands that umbrella a family of related products Products can be related in a variety of ways: –Common ingredients/flavor profile –Common benefits –Common usages/occasions –Common culinary perspective Examples include: ­ Starbucks ­ Haagen Daz ­ Healthy Choice ­ Pepperidge Farm ­ Hershey’s ­ Mc Donald’s ­ El Paso Chili Company ­ The Silver Palate

12. Examples of “Dis-integrated” Brands Red Dog Beer Clearly Canadian Crystal Pepsi V-8 Splash McDonald’s Arch Delux Smartfood Popcorn