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Welcome to the 2013 Midyear Conference

Welcome to the 2013 Midyear Conference. Thanks to Session Sponsor: Archeios. Branding @ 360° The Brand, The Re-Brand & Everything in Between. Kendal Summers Chief Creative Officer Senior Director, New & WBE Business Development OmniSource Marketing.

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Welcome to the 2013 Midyear Conference

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  1. Welcome to the2013 Midyear Conference

  2. Thanks to Session Sponsor:Archeios

  3. Branding @ 360°The Brand, The Re-Brand & Everything in Between Kendal Summers Chief Creative Officer Senior Director, New & WBE Business Development OmniSource Marketing

  4. 3 VolunteersPen & Paper ReadyFirst 3 Things that Come to Mind

  5. Branding has the power to connect Organizations with Consumers

  6. Ways Pepsi’s re-branding was #Winning… Conveyed Thoughts and Ideas Relating to almost Universal Values Resonated with People Triggering Feelings Feelings Anchor the Conceptual Feelings Influence Future Choices

  7. Ways Pepsi’s re-branding was #Winning… Feelings conveyed… Surprise Delight Humanity Hope Love Branding made Americans feel good about Pepsi. Strong Feelings are Characteristic of Loyal Fans.

  8. #Winning tactics, from Pepsi… Branding Unfolded | Scheduled Serendipity Edgy, Current, Witty, Delightful Clean, Simple Visuals Interactive and Engaging Leveraged Power Colors Beyond Words, to Energy & Essence

  9. Find Your Beach (and find any place where your great branding might adversely impact your supply chain!)

  10. Lessons from Corona… External Branding Outpaces Infrastructure Multiple Points of Consumer Interruption Key Make “Trading Up” Easy Identify Nexuses of Success

  11. Bet On Us – Initiative Outcomes 2011 Same Period Sales up 9% Revenue per Transaction up 28% (Big Packs) Brand Advocacy by Merchandisers a Bankable Asset Best Practices Established for other Key Periods Winning Initiatives are Fun!

  12. Bet On Us – a branding initiative Multiple Points of Consumer Interruption & More Display Space Critical to Same Period Sales Increase Marginal Space Increase = Exponential Sales Restocking/Maintenance is Critical @ Holidays Distributor Merchandisers = Key Nexus Store Managers = Key Influencers

  13. Branding Activity Future FCA Annual Conferences – how to double attendance? What’s a reasonable time frame for the goal? What points need enhanced? Value? Branding? What Pepsi takeaways might help? As with Corona, what Nexuses must be Engaged to assure success?

  14. Questions THANK YOU (:

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