www.addisonwhitney.com

In today’s increasingly competitive marketplace, your brand has to

break through the clutter. It has to fully reflect the positioning of your

company, product, or entire product line. It must reinforce your

strategic plan.

At Addison Whitney, we specialize in creating such brands, but we don’t

do it alone. We firmly believe powerful branding takes partnership with

you, which is why we cultivate productive relationships with clients.

Working together, we repeatedly craft world-class brands that have

immediate impact and long-term staying power.

Focus. Specialization. Branding expertise.

True expertise starts with specialization. That’s been our focus since

1991. Branding is our only job. We develop brand strategies carried out

through verbal and visual branding that make sense for the future.

We deliver brands that are validated by market research – brands that

both your organization and your outside advertising and marketing

specialists can successfully apply.

Addison Whitney®

Because a great brand is essential in a competitive marketplace.

Because every great brand begins with a unique premise.

Because your brand must be part of your total strategy.

Because no two companies are alike.

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Count on our total commitment to branding you.

First, we make sure we know your organization – your goals, your

strategic position, and your corporate culture. Our experience in a

variety of industries proves over and over again that for your brand

to be truly powerful, it must be uniquely yours.

Your brand must work as an inherent component of your marketing

plans and strategies. It must communicate an idea and convey

emotional relevance. It must provide value for your organization.

To develop such a brand, we must work as a functional part of your

unique organization, making the process of brand development efficient

and effective. It takes this commitment for us to produce brands that

repeatedly deliver success.

Siemens Power Generation

NetBank

Sun Microsystems

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Put strength behind your brand.

A strong strategy produces a brandthat can endure market swings andindustry slumps. It distinguishes youfrom competitors and clearly conveys your message.

That’s where the systematic processand logic-driven creativity of AddisonWhitney pay off. We analyze themarketplace, your current branding,and your company. We assess yourbrand equity, industry trends,audiences, and customer perceptions.We learn your goals and work to alignall elements of the brand with oneanother and with the ongoingcorporate vision.

For you, that means every brand isbased on an intelligent, innovative and effective brand strategy that will define and position your brandfor success.

After reinventing itself as a centralized,

solutions-focused organization, Sun

needed to apply the new business

strategy to its brand portfolio. Addison

Whitney positioned Sun as a master

brand over a select portfolio of

sub-brands, prioritized by brand

equity. Addison Whitney established

guidelines to deter brand proliferation

while still allowing Sun to trademark

its major innovations.

Siemens enlisted Addison Whitney to develop

a nomenclature strategy for its line of power

generation products. Siemens acquired

many assets that still bore the names of legacy

companies. After conducting global research

with target customers, Addison Whitney

established Siemens as a global master brand,

developing an intuitive alphanumeric naming

system to unify the portfolio.

Siemens Power Generation

NetBankNetBank engaged Addison Whitney

to determine if the NetBank brand

was strong enough to encompass

its subsidiaries. Based on a brand

equity assessment, Addison Whitney

recommended and visually

implemented a master brand strategy

for NetBank to maintain a consistent

brand message across channels and

capitalize on its existing brand equity.

Sun Microsystems

Transamerica Reinsurance

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Transamerica ReinsuranceTransamerica provides life, annuity, accident and health reinsurance to financial

services companies in Asia, Latin America, and North America. Transamerica approached

Addison Whitney to create an overall brand message that was credible and compelling,

but flexible enough to be sustainable. It expressed a need to bridge the gap between its

customers’ expectations and their actual experience when working with Transamerica.

Addison Whitney developed a message that speaks to all target audience groups and

addresses their needs and concerns.

Addison Whitney designed a complete presentation system to reinforce the “Knowledge.

Experience. Performance. The Power of Insight.” message and present a consistent look

to the end user.

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Identify. Classify. Distinguish. Name.

Names and taglines articulate theessence of your brand. They convey an idea while they evoke an emotional response.

At Addison Whitney, names andtaglines are born of strategy and bredof creativity. Our process begins with a focused analysis of your company,product or service so that we candetermine the best directions forcreative exploration. Once we definethe creative landscape, we developnames and taglines that best captureand express your brand. We alsoevaluate them for potential linguistic pitfalls and assess themfor trademark availability.

Our process is creative, credibleand successful. Our deliverable is a name or tagline that connects with your audience and effectivelycommunicates your brand’s message.

Microsoft OutlookMicrosoft OutlookMicrosoft approached Addison Whitney to

name its desktop information management

software. The creative team recommended

the name Outlook, meaning “a place offering

a view.” This definition is ideal for the software

because users view all of the activities in

one window.

LexaproLexaproForest Laboratories requested that

Addison Whitney create a brand for its

new treatment for depression. Addison

Whitney created the Lexapro brand,

allowing Forest Laboratories to build

on the established equity of the Celexa

name through the use of the shared

“lexa” stem.

Listerine PocketPaksPfizer challenged Addison Whitney to create

a brand name for its breakthrough oral

care Listerine strips. The product needed a

name that focused on its portability and

effectiveness for today’s busy lifestyle. The

Listerine PocketPaks name emphasizes the

product’s miniature dispenser as well as

its compactness.

Listerine PocketPaks

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The Power of Integrated SpecializationIt takes expertise in four distinct arenas to ensure successful brands. AddisonWhitney brings you all four, and unlike many other firms, combines them into anintegrated team.

Working separately, our Brand Strategy, Verbal Branding, Visual Branding, andMarket Research professionals focus their extensive experience on your project.These specialized departments then integrate their expertise at key juncturesthroughout your project.

The result: maximum value and maximum branding results for you.

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Create impact you can see.

The Addison Whitney design team

brings brands to life. We believe a

strong visual brand is one that unites

creative skill with strategic vision,

enabling it to deliver powerful and

sustainable results for today’s

competitive landscape. With a

thorough knowledge of industry

trends, our designers are experts at

translating data-driven research into

effective visual identity solutions that

resonate with target audiences and

help capture valuable market share.

We apply our design experience to

carry your visual message throughout

your entire system, from signage to

stationery and standards, to packaging

and collateral. The result: a unified

identity program that conveys

your unique position and appeal

in the marketplace.

Olympus EndoTherapyOlympus enlisted Addison Whitney to

develop a new graphic identity and

tagline for the Olympus EndoTherapy

business. Addison Whitney created

a new, unified logo and tagline.

“Beyond the Scope” aptly describes

the advanced technology of the

products, while the logo illustrates

the attributes of the product line:

innovation, quality and compatibility.

Kellogg’sTiger Power

Kellogg’s Tiger PowerAddison Whitney assisted Kellogg’s

with the development of the Tiger

Power name, validation research,

and package design. The name,

Tiger Power, speaks to the cereal’s

nutritional benefits and also allows

the brand to incorporate Tony the Tiger

– a powerful endorsement for both

parents and children.

Propex FabricsPropex Fabrics, formerly Amoco Fabrics and

Fibers, invited Addison Whitney to develop

its corporate identity, including logo, stationery

system, and standards manual. The logo

features an abstract representation of woven

fabric integrated with the letter “O” to illustrate

a connection to the fabrics industry.

Propex Fabrics

Olympus EndoTherapy

Olive GardenOlive GardenDarden Restaurants presented Addison Whitney with the challenge of updating the Olive

Garden corporate image with a warmer, more welcoming feel to complement its popular

“Hospitaliano” restaurant concept. This objective required a visual brand that reflected

the new positioning of an authentic, rustic, family-oriented restaurant. Addison Whitney

tested several icons; however, the warm feel and vibrant colors of the grapes were a

consistent favorite.

The grape design reflects the new wine service and attracts a more sophisticated target

audience while maintaining a fresh, wholesome look that appeals to family-oriented

customers. The distinctive grape icon was implemented on signage, menus, placemats,

take-out items, and promotional materials and serves as a memorable, stand-alone

symbol for the restaurant chain. Addison Whitney also developed and implemented a

corporate standards program to ensure consistent usage of the Olive Garden visual

identity on all marketing collateral such as signage, menus, stationery, packaging,

promotional materials, and clothing.

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Take the guesswork outof success.

Effective market research drives and validates your brand decisionsand gives you confidence in yourbrand’s power. Our expertise spansglobal markets and includes Internet,telephone, and focus groupmethodologies.

Research, however, is only as good assurvey design, sample selection, andinterpretation. Our clients depend on Addison Whitney for reliabletesting to introduce, manage andfacilitate brand equity through allphases of a brand’s life cycle. Frombrand positioning, messaging andarchitecture to naming, tagline anddesign, our testing methodologies repeatedly prove successful. The result: brand strategies andidentities are validated throughcustomized market research and positioned for success in the marketplace.

Cypress SemiconductorCypress SemiconductorAfter conducting extensive research for

Cypress, Addison Whitney recommended a

new corporate positioning strategy to more

effectively differentiate Cypress from

competitors and capitalize on its existing

corporate strengths and external perceptions.

Addison Whitney designed the strategy to

evolve as Cypress increasingly delivered on

its new brand promise.

Honda ElementHonda ElementHonda chose Addison Whitney to assist

with the product nomenclature for its

new vehicle targeted at young males.

Addison Whitney developed the brand

name, Element, which focuses on

maximum functionality. In essence,

the brand is always in its own

“element” and fits ideally into the

lifestyle of the young, active audience.

AdvairGlaxoSmithKline asked Addison

Whitney to conduct the name

validation research for its fluticasone

propionate 100 mcg/salmeterol 50 mcg

inhalation powder. Addison Whitney

surveyed healthcare professionals to

assess the name Advair and several

other candidates for safety concerns

and overall marketing appeal.

Advair

SonyBF GoodrichLSI LogicAcxiomFood LionTexas InstrumentsGELogicVisionCominco FertilizersFrito-LayRalston PurinaBP AmocoTropicanaJ.M. Smucker Co.BMC SoftwareMeadWestcavoW.R. Grace & CoEntergyBard MedicalAmerican ExpressHeidelbergOnStarCooper Tire & Rubber Co.Union PacificBrach'sGlen EllenDuracellScott PaperParke-DavisFord Motor Co.GlaxoSmithKlineNational SemiconductorR.J. ReynoldsTakedaCobra GolfEpsonStanleyHeinzJDSUMaybellineBAE SystemsAT&T Fruit of the LoomMerck & Co.InformixMyogenBayerPernod RicardSky Financial GroupImaginOnAllerganMaster LockStarbucksPitney BowesWashington MutualBausch & Lomb Hamilton BeachLexmarkAvayaTransamerica ReinsuranceShoppers Drug MartIngersoll Rand

General MotorsRobert MondaviDannonLundbeckPactivFood Products AssociationHewlett-PackardLowe’sBankAtlanticJPMorgan ChaseClariantRenfro Hosiery Mills Co.Darden RestaurantsPerkinElmerShell ChemicalsGeorgia-Pacific3ComBrineSignature HomestylesIrving Bible ChurchKraft FoodsAffymetrixSkanskaMedarexP&GAramarkCompaqUnisysBICLensCraftersHondaJ.D. EdwardsDecisionOneSigma-AldrichPfizerToys “R” UsConvaTecBurger KingHasbroEndo PharmaceuticalsNikePioneerBrown-FormanSource TechnologyChar-BroilGuidantMagellanAnheuser-BuschIBMForest LaboratoriesCloroxDePuySeagram Beverage Co.UnileverNavistarTop-Flite GolfMcKessonRoxioPhysicians MutualHarper’s RestaurantsWyethPetrobras

Barr PharmaceuticalsChristian Children’s FundSpaldingCardinal HealthMedtronicJohnson & JohnsonRadisysKimberly-ClarkPeterbiltDr Pepper/Seven Up, Inc.Sylvan Learning CenterAstraZenecaLexisNexisNeurochemRussell AthleticEastman Chemical CompanyChurch & Dwight Co., Inc.ShawCorMediRiskXilinxRBC CenturaBank of AmericaOlive GardenThe Hershey CompanySearsGTSIAdams GolfRayovacDow AgroSciencesPlaytexHäagen-DazsWyndham Hotels & ResortsRaytheonCircuit CityPhilip Morris (Altria)HPQwestSiemensEthiconGlobal RestaurantsBanner PharmacapsUnocalInKine-SalixPanasonicHitachiNielsen BainbridgeOSRAM SYLVANIACompTIAKokusaiMacGregor GolfBig BowlSENCORubbermaidColemanGenworth FinancialPurdue PharmaTampa Maid FoodsStryker Teva BellSouthOlympussanofi-aventisBANCAHSAWrigleyCiba Animal HealthShire KohlerDowAlliant Foodservice Inc.Sara LeeNextelGeneral MillsBacardiDiscovery Communications - TLCNortelOracleRocheCorning

JanssenAmSouth BankNACSEli Lilly and Co.DialMiller Brewing Co.ConAgra FoodsAbbott LaboratoriesITTHobartSigma AlimentosXEROXBlack & DeckerChoice Hotels InternationalKendall-JacksonSOLVAYNewisysTetra PakWhirlpoolMotorolaRR DonnelleyKellogg'sOn the BorderSubaruLP Price PfisterMcNeil Consumer HealthcareExperianAkzo NobelExelonLockheed MartinFerring PharmaceuticalsCampbell’sBristol-Myers SquibbProgress SoftwareNOVARTISOnMobileQuintiles TransitionalSuzukiStorageTekChiquitaPhilipsMPS GroupRexall SundownBoehringer IngelheimMylan LaboratoriesAvonNECMEDRADOSI PharmaceuticalsSC JohnsonUCB AceOscient PharmaceuticalsNestléChironGoodrichMarriottPPG IndustriesBoston ScientificJack in the BoxParabon ComputationSmokey Bones BBQHughes Network SystemsNexity BankBiltmore EstateTelikSunbeamKodakDellLong John Silver'sMandalay Resort GroupAtlanta Bread CompanyRadioShackColgate-PalmoliveEngelhardGenzymeBerlex

UPSTaylorMadeHyundaiLotus SoftwareNovellPolaroidBaxter HealthcareAMDInfineonGoodyearNabiscoMicrosoftEMCToshibaCitizens BankSchering-PloughOmnipointBDAmerican Cancer SocietyAmgenDuPontAlkermesTargetLucent TechnologiesCypress SemiconductorYamahaSymantecCognosBridgestone FirestoneThe Coca-Cola CompanyKawasakiBahama BreezeFlagstar BankHoliday Inn WorldwideIndevus PharmaceuticalsCanonBioelectronicsTAP Pharmaceutical ProductsNovo NordiskAccentureMaytagNetBankSprintInsmedExabyteProctor & GambleMitsubishi Pharma CorporationGenome TherapeuticsBrinker InternationalLifeCellImpax LaboratoriesCelgeneKing & Prince SeafoodPfaltzgraffStarwood Hotels & ResortsMay Department StoresSt. Jude MedicalEATONAgilent TechnologiesGRTACarrierFortune BrandsSunGardBCBSNCInternational Aero EnginesLabatt BreweriesPlantersLifesaversSMART TechnologiesReynolds & ReynoldsALTANA PharmaMaxtorKids IIsanofi pasteurBiovail

Ask our partnerswhere brandbuilding starts.Join our elite group of brandingsuccess stories. Use the power of ourpartnership to develop strong brandsthat continue to gain equity.

Addison Whitney, Inc. 11006 Rushmore DriveSuite 350 Charlotte, NC 28277 USA tel 704•347•5700fax 704•347•5703www.addisonwhitney.comconsultants@addisonwhitney.com