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Branding?January 7, 2009

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Communications Continuum

Branding Transacting

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Brand Exploration

Brand Development

Brand Platform

Marketing & Advertising

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Brand Exploration

Brand Development

Brand Platform

Marketing & Advertising

Concept

Promise

Strategy

Execution

Conditions

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Who are you?

Who you think you are?or

How others perceive you.

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Why are you?

—Jeff Immelt

Credible Unique Valuable Desirable

Where’s the value?

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What, to whom.

Product

Customer’s View

Description

Positioning

Strategy

VOX

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To whom, what.

The Customer

Product Story

Relevant

Understandable

Valuable

Resonating VOX

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Case Studies

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Spalding: Around the Rim and In…

Purchased from private equity owner

Needed focus and brand repositioning

Low marketing investment

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Spalding: Around the Rim and In…

Great brand equity

Good professional affiliations

Retail consolidation

Uneven brand perception

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Spalding: Around the Rim and In…

Strong brand assets

- Heritage

- Authenticity

- Performance

Fractured image among consumers

Basketball is key!

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Spalding: Around the Rim and In…

1. Varsity Competitor

Male 16-24

Serious athlete

Sports junkie

2. Pick-up Player

Male 20-28

Competitive

Not price sensitive

Competes to win.

Uses sports to challenge self.

Wants best equipment available.

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Spalding: Around the Rim and In…

New Brand Vision

“Spalding is committed to being the highest quality brand of authentic sporting goods equipment in the world. Our reputation will be built on the courts and the fields of play, and serious athletes will trust Spalding equipment when they want the very best.”

No glitz, no hype

Respect for the game

Equipment for superior performance

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Spalding: Around the Rim and In…

New Identity

True to the Game

Aligns withnew positioning

Integrated with Spaldingwordmark

Contemporary

Appeals to coreconsumer

Memorable

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Spalding: Around the Rim and In…

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Eaton Vance Advisors Institute

Strong corporate brand in high-end financial circles.

Very sophisticated products, many “best in class.”

Competition is increasing.

Products sold via sales channel to advisor channels to end consumer.

Sales force needs to “add-value” to relationship with advisors.

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The Process

Survey competitive “institute” programs for best practice.

Move beyond product relationship to advisory business support.

Build value story to sales, create differentiation.

Build value story for end-use advisors.

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The Concept

Expand relationship by providing advisory tools focused on:

Better business practice.

Professional Development.

Leverage existing Eaton Vance brand to create new institute identity.

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The Challenge

The value proposition resonates

in a demographic once removed from the source.

EVAI EV sales EV clients

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Two Options

EVAI EV sales EV clients

Push

EVAI EV sales EV clients

Pull

OR

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The Promise

EVAI Brand Strategy Statement

The Eaton Vance Advisor Institute caters to the highest end of the advisor marketplace by helping them develop unique solutions and strategies for today’s affluent. We do so by offering a range of innovative programming designed to deepen the conversation, strengthen relationships and elevate the client experience.

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“The griffin is a mythical beast – a cross between a lion and an eagle. The lion represents strength, the eagle range. Combined

they represent wisdom and fortitude.”

Alexander Nisbet—attributed to Chassaneus, as translated from Latin 1722

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Build Internal Brand

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Create External Value

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Explore / Define

Who are you?

Why are you?

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The Story & The Promise

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Hear & Execute.

What, to whom.

To whom, what.

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The Strategy & The Tactics.

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The Customer’s perception is your reality.

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It’s hard to be simple.

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It’s easy to be better.

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See. Say.Think.

Thank You.

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