1. IEEE 802 ® Plenary 21 July 2003 “Crash Course in IEEE & 802 Brand Management” Karen McCabe Senior Marketing Manager +1 732 562 3824 k.mccabe@ieee.org

2. Value of the IEEE and 802 Name What’s in a name? l IEEE and 802 ® have strong brand or name recognition throughout industry worldwide l Represent integrity, quality and value l Need to protect brand names to ensure the value of the IEEE and 802 names l Need to ensure exposure that leads to greater awareness and usage

3. Corporate Identity and Branding Why it’s important l A corporate identify program is like a dress code—defined, sometimes inflexible and rich in symbolism l However, it’s wise to exercise branding guidelines—but need to keep it simple l It’s as important to legally protect a name, as it is to create one l IEEE branding guidelines www.ieee.org/identitystandards

4. Protecting the IEEE and 802 Brands Helpful Hints l Take nothing for granted—don’t assume that since our brand has been around for a long time that folks know us and what we offer l Keep the IEEE and 802 names prominent/stay visible l Be sensitive and responsive to changes in the marketplace and in perceptions

5. Protecting the IEEE and 802 Brands Helpful Hints l Don’t let someone else position us l Use PR (news releases, 802 News Bulletin, event sponsorship opps, guest columns and interviews) l Be careful about comparisons—take the high road and be positive

6. Protecting the IEEE and 802 Brands Helpful Hints l Use “IEEE” when referencing standards or talking about them vs just using the standard number l Proper use of trademarks by standards’ numeric designations (IEEE 802.11g ™, 802 ®) l Have “IEEE” precede standards’ numbers (IEEE 802.3af ™)

7. Protecting the IEEE and 802 Brands Helpful Hints The goal of what we say or write is to motivate our audiences to act in ways beneficial to the IEEE and 802 l Be factual and informative, providing answers not assertions l Eliminate unsupported superlatives to create a tone of honesty, maturity and confidence l Stay clear of hyperbole, unsupported claims and jargon l Convey clear thinking

8. Protecting the IEEE and 802 Brands Some Challenges The Near Future Of Wi-Fi Arik Hesseldahl, 04.15.03, 10:00 AM ET NEW YORK - Before it was Wi-Fi, the wireless networking technology that is currently the hottest accessory for a notebook PC was best known by a jumble of letters and numbers: IEEE 802.11b. This arcane designation was assigned to the technology by the Institute of Electrical and Electronics Engineers, a global organization that sets standards for many of the technologies we use in daily life.

9. Protecting the IEEE and 802 Brands Resources l IEEE 802 News Bulletin standards.ieee.org/802news/ l IEEE Standards Development Process backgrounder standards.ieee.org/announcements/backgrounder.html l IEEE-SA and IEEE backgrounders standards.ieee.org/announcements/crpbackgrounders.html

10. Protecting the IEEE and 802 Brands Resources l Interview Guide standards.ieee.org/announcements/interviewguide.html l Web templates l Power point presentation templates www.ieee.org/organizations/corporate/ l IEEE Corporate Communications and IEEE- SA marketing staff k.mccabe@ieee.orgk.mccabe@ieee.org; 732 562 3834

11. Protecting the IEEE and 802 Brands Wrap Up l Protect the integrity of our brands l Always maintain credibility l Use a consistent look/feel in signatures, logos and web pages l Use “IEEE”