1. Welcome to the 2013 Midyear Conference

2. Thanks to Session Sponsor: Archeios

3. Branding @ 360° The Brand, The Re-Brand & Everything in Between Kendal Summers Chief Creative Officer Senior Director, New & WBE Business Development OmniSource Marketing

4. 3 Volunteers Pen & Paper Ready First 3 Things that Come to Mind

23. Branding has the power to connect Organizations with Consumers

24. Ways Pepsi’s re-branding was #Winning… 1. Conveyed Thoughts and Ideas 2. Relating to almost Universal Values 3. Resonated with People 4. Triggering Feelings 5. Feelings Anchor the Conceptual 6. Feelings Influence Future Choices

25. Ways Pepsi’s re-branding was #Winning… Feelings conveyed… Surprise DelightHumanityHope Love Branding made Americans feel good about Pepsi. Strong Feelings are Characteristic of Loyal Fans.

26. #Winning tactics, from Pepsi… 1. Branding Unfolded | Scheduled Serendipity 2. Edgy, Current, Witty, Delightful 3. Clean, Simple Visuals 4. Interactive and Engaging 5. Leveraged Power Colors 6. Beyond Words, to Energy & Essence

27. Find Your Beach (and find any place where your great branding might adversely impact your supply chain!)

29. Lessons from Corona… 1. External Branding Outpaces Infrastructure 2. Multiple Points of Consumer Interruption Key 3. Make “Trading Up” Easy 4. Identify Nexuses of Success

30. Bet On Us – Initiative Outcomes 1. 2011 Same Period Sales up 9% 2. Revenue per Transaction up 28% (Big Packs) 3. Brand Advocacy by Merchandisers a Bankable Asset 4. Best Practices Established for other Key Periods 5. Winning Initiatives are Fun!

32. Bet On Us – a branding initiative 1. Multiple Points of Consumer Interruption & More Display Space Critical to Same Period Sales Increase 2. Marginal Space Increase = Exponential Sales 3. Restocking/Maintenance is Critical @ Holidays 4. Distributor Merchandisers = Key Nexus 5. Store Managers = Key Influencers

33. Branding Activity 1. Future FCA Annual Conferences – how to double attendance? 2. What’s a reasonable time frame for the goal? 3. What points need enhanced? Value? Branding? 4. What Pepsi takeaways might help? 5. As with Corona, what Nexuses must be Engaged to assure success?

35. Questions THANK YOU (: