1. PROPRIETARY & CONFIDENTIAL. COPYRIGHT 2012. PRESENTED BY: Dianne Hanlon Druyff Executive Director, Strategic Services KSV

2. PROPRIETARY & CONFIDENTIAL. COPYRIGHT 2012. What is a brand? 2 A brand is the sum total of the thoughts, feelings, associations and expectations a prospect or customer experiences when exposed to any aspect of a company’s product or service, including its name, logo, the actual product experience, word-of-mouth, marketing, etc.

3. PROPRIETARY & CONFIDENTIAL. COPYRIGHT 2012. Traditional branding vs. Digital branding 3

4. PROPRIETARY & CONFIDENTIAL. COPYRIGHT 2012. 4 I S B R A N D I N G I N T H E D I G I T A L A G E R E A L L Y D I F F E R E N T ?

5. PROPRIETARY & CONFIDENTIAL. COPYRIGHT 2012. 5 Y O U A R E N O T A L O N E

6. PROPRIETARY & CONFIDENTIAL. COPYRIGHT 2012. 6 T E L L I N G G R E A T S T O R I E S

7. PROPRIETARY & CONFIDENTIAL. COPYRIGHT 2012. 7 I N T H E B E G I N N I N G

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9. 9 P R O G R E S S I V E I N S U R A N C E

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15. PROPRIETARY & CONFIDENTIAL. COPYRIGHT 2012. 15 D O S E Q U I S

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22. PROPRIETARY & CONFIDENTIAL. COPYRIGHT 2012. 22 J E T B L U E

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24. PROPRIETARY & CONFIDENTIAL. COPYRIGHT 2012. 24 M O B I L E B R A N D E X P E R I E N C E S

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27. PROPRIETARY & CONFIDENTIAL. COPYRIGHT 2012. Tips for adding digital to the mix Tell YOUR story “Do” digital in a way that makes sense for you. You don’t have to have a huge budget or loads of free time. Make a plan you can live with and start. Go into it with a clear, strong sense of your brand’s identity. Make sure everyone in your organization understands it as well. Be prepared: think about how you will deal with negative feedback, real customer service problems, etc. Ignoring can backfire! Understand what success looks like for you. Are you trying to raise awareness of your brand, change perception or drive a specific increase in leads or sales? This will help you establish metrics. 27

28. PROPRIETARY & CONFIDENTIAL. COPYRIGHT 2012. THANK YOU 28