1. Presentation by:About the brandgymDAVID TAYLORTHE BRANDGYMJanuary 2013 16 January, 2013

2. the brandgym Network of 6 senior brand coaches Founded 2001 Coaching on brand vision to action Working globally: London, Amsterdam, Bangalore & Buenos Aries Stream of inspiring, practical brand thinking16 January, 2013 3. Who we are Senior coaches with 15-20 years experience Each coach dedicated to 2-3 clients at a time Delivers "Quality @ speed"PartnersDirectorsManagers16 January, 2013big consultancy plc brandgym network 4. Managing PartnersDavid Taylor David NicholsManaging Partner, Global Managing Partner, Global Founded brandgym in 2001, Joined brandgym in 2004,leads marketing strategy brand strategy & inventionpractice partner One of the worlds 50 most Leading thinker on innovation,important marketing thinkers author of Return on Ideas(CIM), 5 books on branding Led brand strategy projects for Led many corporate brand many service companies incl.vision projects for B2B Strategy & Tesco, Sainsburys, RSAcompanies including T-Mobile,Business Strategy & Insurance and T-MobileRSA Insurance and Nedbank Creativity 2 yrs Strategy Consultant with(South Africas 4th biggest OC&C, 11 years with Addedbank) Value 5 yrs in brand management Written & produced 3 musicalswith P&G, MBA at INSEAD, 8 off West End. Qualifiedyears with Added Value aerobatic pilot 16 January, 2013 5. What we believe in Follow the money focus talent and budgets on the rightbrands, products and projects "SMS" (sell more stuff) the sole purpose of marketing andbranding Brand-led business "bake the brand" into to every bit ofyour business, not just your advertising Grow the core innovation is about your core business, notjust brand stretching Kill the dwarves - ditch the small products that drain time,money & energy away from your core Execution is king the only strategy the consumer ever sees iswhat you actually execute16 January, 2013 6. Supercharging your thinking We work as a mental sparring partner to supercharge your marketing thinking We draw on practical tips, tools and examples from our world-leading series of books, blogs and articles 16 January, 2013 7. Our 3 key areas of expertiseBRAND and BUSINESS GROWTHBrand StretchGrow the Core Brand Vision to Action 16 January, 2013 8. Our 3 key areas of expertise Re-launch positioning Brand Vision to Actionand mix for one of theI need to align and inspire myUKs leading food brandsteam by bringing to life the vision for my brand and action plans to make it happen." Revamped marketing plans for 6 of SABs keyGrow the Corebrands I want to work with my team to create a more effectivemarketing plan with fewer,bigger bolder ideas. Pipeline of new product ideas for the one of the Brand Stretch brands biggest globalWe want to stretchplatforms. strategically, to deliver bothbrand and business growth. "16 January, 2013 9. Brand Vision to Action: Covent Garden Soup)Brand revitalisation: Bottling and bringing to life the magic of this iconic British food brand to align and inspire the senior team, and using this as a springboard to revitalise the brand Totally revamped mix including new communication, pack design, activation and new product development"The brandgym helped us "bottle the magic" of the brand into one unifying vision andaction plan. Their approach blended creativity with rigor, helping us deliver fewer butmuch better marketing and sales initiatives." Nigel Parrott, Group Marketing Director,Hain Daniels 16 January, 2013 10. Vision to Action identity, range, digitalFrom To More distinctiveIDENTITY identity with clearer navigation Clearly establishARCHITECTURE Tastes of the World as a premium, adventurous rangeDIGITAL More natural-ness, food values, kitchen/cook feel16 January, 2013 11. Vision to Action brand idea and communication 16 January, 2013 12. Vision to Action brand idea and communication 16 January, 2013 13. Grow the core: Turbo Marketing for SAB Miller (SA) Helping cross-functional teams from SAB Millers 6 biggest brands in South Africa createturbo-charged marketing plans Interactive, high-energy process blending creativity and strategic rigour. Process nowexpanded to also include Latin America Marketing "chapter plans" for each brand, with fewer, bigger and bolder ideas such asCarling Black Labels "Be the Coach" Brand story : "CHAMPION MEN deserve a CHAMPION beerConsistentConsistentbrand brandpropertiespropertiesWeve been using the brandgym to turbo-charge brand planning for several years now,with great success. Our plans are more insightful, more cohesive and infinitely bolder than16 January, 2013before. Ian Penhale, Marketing Director, SAB Miller 14. How we work coaching not consulting Process proven to increase team alignment, energy, engagement Project team typically 10-12 people: marketing, other key functions, keyagencies16 January, 2013 15. How we do it typical projectINSIGHT IDEAS EXPLOREACTION Fresh insight fuelIdeas Workshop Bringing to life lead Action Workshop ideas (with partner Share consumer Drilling for nuggets Share fresh insight agencies) explorationin existing Use to ignite newresearch and data Consumer exploration Finalise brand ideas strategy 8 qrtr marketing plan Weeks 1-4 Week 5 Weeks 6-12 Week 13 16 January, 2013 16. Insight fuel Drilling for nuggets of insight in your existing research and data Insight fuel used to ignite new ideas Working with best-in-class partners: Dreamworks team and/or your preferredinsight agenciesSemiotic Decoding EthnographyExtreme consumers e.g. Who is the next e.g. Day in the lifee.g. Talking to operaworking mans hero in consumer16 January, 2013 a videos forsingers for a sore throatthe US?grocery retailerbrand 17. Bringing to life and exploring ideas Bringing ideas to life for consumers... and test-drive of ideas by the brandteam and agency Active involvement of key agencies, especially communications agency Can also use our partner stimulus agency SwaG AdceptsBrand videosNew product ideas16 January, 2013 18. Vision to Action Finalising and crafting the brand strategy Generating marketing ideas that bring it to life Agreeing roadmap of key actions Brand Story Complete toolkit (any Marketing ideas tobrought to life shape you January, 201316 want)bring the strategyto life 19. Why the brandgym? Quality@speed from The brandgyms hothouse process took us dedicated senior from a standing start to a sharper positioning,simplified architecture and revamped mix in coachesjust 12 weeks."Carol Welch, Marketing & R&D Director,Jordans Cereals Follow the money: no-The brandgyms helped us align our nonsense, practical, European portfolio, solving a real business bottom-line focusedchallenge wed been facing for years.Kostas Vlachos, European Gum Director,Cadbury Coaching not consulting"The approach to creating marketing plans to align and energize your created much more energy, alignment and team creativity on our key brands."Phil Chapman, CMO, Kerry Foods 16 January, 2013 20. ContactDavid TaylorDavid NicholsThe BrandgymHillcrest 20 Campion RoadChurch Lane, SparsholtLondon SW15 6NW Winchester SO21 2NJUnited KingdomUnited Kingdom M: +44(0)77 89 20 25 64M: +44(0)77 87 148 806 T: +44(0)208 785 6760T: +44(0)1962 776 877david@thebrandgym.com davidn@thebrandgym.com www.thebrandgym.comwww.thebrandgym.comwww.brandgymblog.comwww.brandgymblog.com 16 January, 2013