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UBS Warburg

Redesign of ResearchWeb

Visual Identity and Materials

November 10, 2000

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We create

brand experiences

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São Paulo London Madrid Paris Barcelona Mexico City Bombay Westport

The Coleman Group network has 21 offices in 17 countries

New York San Francisco Santiago Buenos Aires Moscow Basel Minneapolis

Hamburg Düsseldorf Milan Amsterdam The Hague Toronto

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We are part of the McCann-Erickson WorldGroup

FutureBrand Coleman

HyperMecia

FutureBrand Coleman

HyperMeciaZentropyZentropyShandwickShandwick

McCann-Erickson Worldwide Advertising

McCann-Erickson Worldwide Advertising

McCann Relationship

Marketing (MRM) Worldwide

McCann Relationship

Marketing (MRM) Worldwide

Momentum Experiential

Marketing Group

Momentum Experiential

Marketing Group

McCann Healthcare Worldwide

McCann Healthcare Worldwide

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Selected client brand programs

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Recent B2C and B2B e-brands we’ve created

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What makes a brand powerful

DigitalBranding

Advertising& Promo

New Products

BRANDBRAND

InternalInternal

PartnersPartners ConsumersConsumers

CustomersCustomers

Retail

Brand Identity

Packaging

“Technology made friendly”

sub-brandingsub-brandinguser interfaceuser interface

point of sale materialspoint of sale materials

advertisingadvertising

promotions/activitiespromotions/activities

product designproduct design

websitewebsite

package designpackage design

Apple

“All natural and individualistic”

sub-brandingsub-branding

deliverydelivery

user interfaceuser interface

point of sale materialspoint of sale materials

promotions/activitiespromotions/activities

package designpackage design

Snapple

“Vibrant and close (to you)”

static bannersstatic banners

dynamic bannersdynamic banners

promotions/activitiespromotions/activities

QuickTime™ and aAnimation decompressor

are needed to see this picture.

animationanimation

pervasive brandingpervasive branding

user interface (corp)user interface (corp)

user interfaceuser interface

QuickTime™ and a decompressor

are needed to see this picture.

Terra

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Opportunities for ResearchWeb

DigitalBranding

Advertising

Name

BRANDBRAND

InternalInternal

PartnersPartners ConsumersConsumers

CustomersCustomers

InternalComm’s

Brand Identity

PrintPromo

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We create brand experiences

A positioning, brand architecture, and key message central tothe business proposition

A brand communications and implementation program needed to introduce and manage over time

Visual, verbal and experiential brand expression that is compelling and distinctive

Tools for valuation and evaluation to direct brand investment decisions

Brand Strategy Brand Creation

BrandManagement

BrandMeasurement

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Our Services

Brand Creation

BrandManagement

BrandMeasurement

Brand Strategy

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Brand Strategy

• Positioning platform

• Online/offline

• Brand attributes

• Brand personality

• Brand architecture

• Brand expansion

• Key audience messages

• Product implications

• Site functionality implications

We position your brand in the

competitive landscape and

develop specific brand attributes

to guide all subsequent brand

communications.

We determine the desired

brand relationships across

the entire organization.

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A case study in positioning a new online service

in a crowded competitive environment

Brand Positioning

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Brand Positioning

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To ____________Personal Pages is the brand

of______________ that ______________

because _______________________.

Brand Positioning

Prime Prospects

Competitive Framework Point of Difference

Support/Aspiration

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Patients:

To patients or consumers concerned with health, Merck Connection is a new dimension in Internet health care that let’s you actively participate in the improvement of your health.

Physicians:

To health care professionals, Merck Connection is a new dimension in Internet health care that saves you time and easily keeps you current, so that you can better treat your patients.

Brand Positioning

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Our Services

BrandManagement

BrandMeasurement

Brand Strategy Brand Creation

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Brand Creation

• Name creation

• Nomenclature systems

• Brand identity design

• Design systems

• Collateral material

• Retail and interior design

• Packaging design

• Industrial design

• Interactive design

We create visual and verbal

expressions to make the brand

proposition relevant and

emotionally compelling.

We design environments, products

and packaging to enhance the

brand experience of your customers

and employees at every point of

contact.

We create e-space experiences

that excite and delight end-users.

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A case study in creating a brand that becomes

a Category Killer TM

Name Creation

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The agricultural e-commerce category is crowded with vendors, both traditional as well as e-commerce start-ups

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The agriculture e-commerce space is crowded with words that are rapidly becoming the industry’s “generics”

Similar and repeating words

• AG

• Farm

• Farmer

• Field

• Seed

Common technology/internet words and word parts

• Net

• Web

• Cyber

• Virtual

• Direct

• Tech

The agricultural“webspace”

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The opportunity exists to create a “category killer” brand

The opportunity to create a “category killer” brand exists when there is a recognizable naming convention within a category. It is necessary to stand outside of the convention to convey a compelling point of difference and capture category leadership.

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books.com

booksdirect.com

bookweb.com

bookzone.com

booksonline.com

bookmania.com

bookstore.com

booksearch.com

booksource.com

bookwire.com

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jobs.com

jobsource.com

jobfind.com

jobnetwork.com

jobsonline.com

jobsearch.com

jobhelp.com

jobnet.com

jobstore.com

jobbank.com

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agrishop.com

agrisource.com

agristore.com

agritech.com

agrivillage.com

agriweb.com

agriplanet.com

agrinet.com

agrimarket.com

agreen.com

agromania.com

agromarket.com

agsuperstore.com

agworld.com

agplace.com

agonet.com

agmall.com

aghorizons.com

agez.com

ageasy.com

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Our Services

BrandMeasurement

Brand Strategy Brand Creation

BrandManagement

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Brand Management

• Brand launch planning

• Brand best practices

• Internal branding

– Employee engagement

– Culture/behavior integration

• Brand education

• Brand guidelines

• Brand asset management

We launch new brands and apply

them to a broad range of

communications materials and

venues

We share global best practices

to help control and manage brand

communications over time.

We help engage employees at all

levels in the brand-building

process.

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Our Services

BrandManagement

Brand Strategy Brand Creation

BrandMeasurement

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Brand Measurement

• Brand valuation

• Brand value drivers

• Dynamic brand value model

• Baseline and metrics for brand tracking

• Brand investment prioritization

• Brand research and testing

We offer brand measurement

and tracking tools which help

determine the drivers of brand

value in order to yield the

greatest return on brand

investment.

We rigorously test creative

solutions for linguistic, cultural,

and other sensitivities.