The Consumer Connection Brian Landauer Senior Vice President & General Manager Cramer-Krasselt October 25, 2004 Any and all ideas and/or concepts, including

The Consumer Connection

Brian LandauerSenior Vice President & General Manager

Cramer-KrasseltOctober 25, 2004

Any and all ideas and/or concepts, including any trademarks or trade designations, which are part of this presentation arethe property of Cramer-Krasselt and shall not be used without Cramer-Krasselt’s authorization. © 2004 Cramer-Krasselt

Advertising

“Advertising is a cruel and shallow money trench, a long plastic hallway where thieves

and pimps run free, and the good men die like dogs.

There’s also a negative side.”

-Dr. Hunter S. Thompson

An Alternative View

Yes, it is a popularity contest.And the brand with the most friends wins.

Building A More Popular Brand

The secret formula.The silver bullet.

The magic little black box.


All cruel lies.


The real world:

99% perspiration1% inspiration


Our philosophy is driven by a simple truth:

People ignore advertising that ignores them.


Within the foundation of any great communication lies a simple human truth.


Where is the truth in your brand?

Submerge.

• Brand Ecosystem


Distill.

• Brand Architecture• C-K Bridge• Brand Connections

Animate.

Submerge.

The Brand Ecosystem

Where do we dig?

Competitive analysis

Advertising file

Trade publications

Trade association data

Lexis / Nexis

Local. Regional. National. International.

category

Proprietary tracking research

Mission - core values

Internal stakeholder audit

External stakeholder audit

Historical files

Employee feedback

brand

Where do we dig?

Consumer trend data providers

People Magazine

Oprah

Survivor

Your own cul-de-sac

lifestyle

Where do we dig?

Consumer research

Call center tracking data

Advisory panels

consumer

Where do we dig?

Distill.

Distill

Obligatory SWOT

The One-Page Brief

Brand Architecture

Collage

Brand Connection Video

DifferentiationDifferentiation

PersonalityPersonality

Brand Brand AttributesAttributes

Category Cost of Entry:

Distill

Brand Architecture Model

The brand at itsThe brand at itsmost magnetic.most magnetic.

Brand Connection

Rational Strength:Why the brand exists.

Emotional insight into thepeople we need to reach.

Distill

The CK Bridge Model

Animate.

SRP ESS

Emotional insight into the people we need to reach

Rational strengths: Why the brand exists

Brand connection

You may be wastingYou may be wasting more than you think more than you think

Apathetic customers

who don’t know, don’t watch,

don’t care

Electric utilitycommitted toconservation

SRP ESS

Leverage: Apathy

AirTran Airlines



Brand connection

Opportunity Opportunity awaitsawaits

The under-served,

under-appreciatedbusiness traveler

Low-fare carrier that

offers full-fare features

AirTran Airways

Leverage: Frustration

Ace Asphalt



Ace Asphalt

Arizona’s number one

paving company

I can think of at least 10,000 other

things more important than my

driveway

Brand connection

We’re obsessed We’re obsessed with asphaltwith asphalt

Leverage: Apathy

Horseshoe Gaming



Brand connection

We ignite theWe ignite thegambler’s soulgambler’s soul

Gambling isn’ta hobby…it’s a way of life

Premiumhigh-service

casinos and hotels

Horseshoe Gaming

Leverage: Rebellion

Corona Beer



Brand connection

An escape to the An escape to the freedoms and lifestylefreedoms and lifestyleof the tropical getawayof the tropical getaway

Urban import drinker

who enjoys makingunconventional

choices

Easy-to-drinkpremium

Mexican lager

Corona Beer

Leverage: Fantasy

Osteo Bi-Flex



Brand connection

Therapy is betterTherapy is better

than pain reliefthan pain relief

Active adults frustrated by

the limitations of joint pain

Leading brand of natural

supplements forjoint health

Osteo Bi-Flex

Leverage: Discouragement

SRP V2C



SRP V2C

A trustworthy provider of water,

power and community stewardship

Most companies only do what’s in

their own best interest

Brand connection

We stand for We stand for more than a more than a monthly billmonthly bill

Leverage: Skepticism

Cliff Castle Casino



Brand connection

Totally unexpectedTotally unexpectedIndian

gamingsucks.

State-of-the-art casino with unusually

great customer service

Cliff Castle Casino

Leverage: Disappointment

MGM Grand



Brand connection

TheThe ultimate ultimate Las Vegas experienceLas Vegas experience

I go to Vegas to transform myself

and fulfill my inner fantasies

A four-starcasino / resort unequalled in

breadth, depth and energy

MGM Grand

Leverage: Escapism

Wigwam Resort



Five-star resort with an

authentic Arizona flavor

My sex life? What’s a sex life?

Brand connection

The place to The place to rediscoverrediscover

Wigwam Resort

Leverage: Desire

The Brand with the most friends wins.

A Review

Your Brand’s truth can be found in many places.Submerge.Distill. Animate.Leverage.

“Creative ideas flourish best in an environment which preserves some spirit of fun. Nobody is in business for fun, but that

does not mean there cannot be fun in business.”

-Leo Burnett

Closing Thoughts

“I have always believed that writing advertisements is the second most profitable

form of writing.

The first, of course, is ransom notes.”

-Phil Dusenberry

Plan B

Questions?

Thanks.

Documents

The Consumer Connection Brian Landauer Senior Vice President & General Manager Cramer-Krasselt October 25, 2004 Any and all ideas and/or concepts, including