1. Brand Architecture madison2main.com Ralph Sherman © madison2main, 2011, all rights reserved 1

2. Purpose Brands require structure to inform strategy Markets change Media changes Products evolve Business operations, not just Marketing, need a simple, common language and picture of the brand to be effective Media fragmentation, the emergence of social media platforms and new device technology demands thoughtful brand integration strategy © madison2main, 2011, all rights reserved 2

3. Catalysts Competition Product Innovation Technology Channels Economic Disruption Social/Culture Change © madison2main, 2011, all rights reserved 3

4. Systems Definition Tool Set: Brands in some hierarchy/scheme Brands viewed in value streams Brands competing in-house/out-of house Brands with “public” ownership Brands viewed on-line/off-line Brands as defined by others © madison2main, 2011, all rights reserved 4

5. Inputs Core competency and values Authentic customer satisfaction measures Competitive benchmarks Loyalty measures Migration options and paths Channel control & influence Geography Messaging array and platform utilization © madison2main, 2011, all rights reserved 5

6. Principles Align with business strategy Reflect actual customer experience Acknowledge all stakeholders Look to create/document value Plan B Make it measurable © madison2main, 2011, all rights reserved 6

7. Spectrum Basic Architecture Options Diversified HybridUnitary © madison2main, 2011, all rights reserved 7

8. Foundation DIFFERENTIATE Competency Quality Price Options Experience Execution © madison2main, 2011, all rights reserved 8

9. Process Know current customers Profile prospects Establish value segmentation Communicate with stakeholders Validate/test Build support © madison2main, 2011, all rights reserved 9

10. Results Impact revenue, margins, profit, market cap Command price premiums Decrease cost of entry to new markets Reduce risk Attract talent Lead company culture Inform strategy Proper Brand Architecture Can: © madison2main, 2011, all rights reserved 10