MossMedia > Brand Platform Overview by Moss Media

Brand Platform S C I E N C E & SA M P L E S

Presented by MossMedia, LLC ÂŠ2011

What is a Brand Platform? Your brand platform is a working resource that will evolve over time. MossMedia has a formula for discovering what your brand is, and isn’t. We happen to know from experience, it’s the best foundation you can provide for your business. This first step marks the launch of your top marketing deliverables for your organization, which will incorporate the design, development and delivery of a new brand for you. Brand Platforms culminate in a “living” document that informs all marketing

Brand Platform Samples • Highway Guardian • Classic Diagnostic Imaging • Gamecomm • OneCommunity

communications for your organization or branded product. It is designed to be distributed, enforced, and re-envisioned over time – serving both internal and external champions of your brand or service offering. A brand platform typically captures the following key foundations: • Brand Personality Attributes • Core Brand Values • Value Proposition • Brand Vision • Positioning Statement • Tagline

Highway Guardian B r an d P lat f o r m © 2 0 1 0

“

NEVER DRIVE FASTER THAN YOUR GUARDIAN ANGEL CAN FLY.

BRAND PLATFORM

–

V E R S I O N 1. 3 : N O V E M B E R 2 0 10

AUTHOR UNKNOWN

”

B U I LT F O R : H I G H WAY G U A R D I A N C R E AT E D B Y: MOSSMEDIA

H I G H WAY G U A R D I A N > B R A N D P L AT F O R M 1. 3

BRAND PERSONALITY ATTRIBUTES Highway Guardian personifies protection. Our brand is like a guardian that is:

Nurturing

Safe

Reliable

Understanding

Conscientious

Preventative

Caring

Innovative

Honest

Life-valuing

Passionate

Pro-active

Responsible

Family-centered

Straight-forward

* Top attributes marked in bold

Insight: Two elements affect an individual’s relationship with a brand. First, there is the relationship between the brand-as-person and the customer, which is analogous to the relationship between two people. Second, there is the brand personality — that is, the type of person the brand represents. The brand personality provides depth, feelings and liking to the relationship, and serves as an effective way to achieve differentiation. These traits inform brand behavior through both prepared communication/packaging, etc., and through the people who represent the brand - its employees.

PA G E 2

H I G H WAY G U A R D I A N > B R A N D P L AT F O R M 1. 3

CORE BRAND VALUES Highway Guardian stands for safety. Our products are driven to deliver:

A Higher Standard in Safety

Made in the USA

Universal Need

Preventative Solutions

“Peer-pressure Proofing”

Leading-Edge Technology

Affordability

Life-saving Peace of Mind

Guardian

Proven Quality

Circumstantial Demand

Security/Assurance

User-Friendliness

Ease of Purchase

“3rd Parent”

* Top values marked in bold Insight: One of the biggest marketing challenges, surprisingly, is articulating a brand essence inside your own company. Brand values are the code by which the brand lives — the core values represented by your organization. They act as a benchmark to measure behaviors and performance. These can build an emotional connection with staff, clients, prospects and external audiences and influence how stakeholders perceive and interact with your company.

PA G E 3

H I G H WAY G U A R D I A N > B R A N D P L AT F O R M 1. 3

COLOR SPIRIT Our products may be working behind the scenes, but they speak colors that are:

Strong

Timeless

Reliable

Everlasting

Solid

Secure

Hopeful

Simple

Positive

C O L O R SY S T E M :

PRIMARY

SECONDARY

TERTIARY

Process Black

Pantone 1595

Pantone 8421 (Metallic)

Pantone Warm Gray 5c

Pantone 3145

Pantone 3115

Insight: Color is an important consideration in your brand identity system, and should support your established brand attributes. Substantial research reveals that people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing, and that between 62% and 90% of that assessment is based on color alone.

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PA G E 4

H I G H WAY G U A R D I A N > B R A N D P L AT F O R M 1. 3

VALUE PROPOSITION Our external brand proposition is simple. The value of choosing our products is clear.

Highway Guardian provides confidence and assurance for parents in knowing their young teen drivers are protected against driving at dangerously high speeds.

Highway Guardian saves lives and reduces automotive injuries by limiting the speed of vehicles in which our flagship device has been installed.

Highway Guardian was invented by law enforcement officers who have witnessed high-speed driving tragedies, firsthand.

Highway Guardian was designed and developed by parents for parents.

OUR OFFICIAL PROPOSITION:

Highway Guardian is a breakthrough device designed to insure the safety of young drivers, offering peace-of-mind to parents interested in secure, speed-limiting protection.

Insight: A Value Proposition is a business statement that summarizes why a consumer should buy a product or use a service. This statement should convince a potential consumer that one particular product or service would add more value or better solve a problem than other similar offerings.

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PA G E 5

H I G H WAY G U A R D I A N > B R A N D P L AT F O R M 1. 3

INTERNAL CULTURE Above all, Highway Guardian is:

Family-focused - with founders possessing a strong sense of responsibility to drivers of all ages.

Dedicated - to delivering safety first, through an innovative and reliable line of products.

Committed - to offering this life-preserving device to as many families as possible at an affordable price.

Driven - by a passionate and positive leadership team determined to make life on the road more safe.

Aggressive - with a sense of urgency in everything we do. The more we move, the more lives we save.

Never forget... we are in the business of saving lives.

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PA G E 6

H I G H WAY G U A R D I A N > B R A N D P L AT F O R M 1. 3

VISION STATEMENT Where will we be 5-10 years from now?

Highway Guardian will be the pre-eminent provider of speed-limiting devices globally.

Highway Guardian will attract significant endorsements and partners including: law enforcement agencies, insurance companies, and cause-driven organizations â&#x20AC;&#x201C; all sharing in a universal commitment to the safety of young drivers.

Highway Guardian will be recognized globally as an innovator in protecting the lives of our young drivers.

Highway Guardian will produce a portfolio of driver safety products built on the success of its initial speed-limiting product.

O U R O F F I C I A L S TAT E M E N T: Highway Guardian will have a direct, invaluable impact on the safety of young drivers, Worldwide.

Insight: The brand vision defines and communicates to the organization, its stakeholders and the public, the future aspirations of the business and the goals required to achieve the vision. It includes the image that a business must have of its goals before it sets out to reach them. It describes aspirations for the future, without specifying the means that will be used to achieve those desired ends. Vision statements need to articulate a unified set of values and ideas that is supported, understood and permeated through every level of the organization. The vision statement should be the key driver of all activities with a corporate brand that is well-aligned.

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PA G E 7

H I G H WAY G U A R D I A N > B R A N D P L AT F O R M 1. 3

POSITIONING STATEMENT WHO:

Young drivers 16-20 years old in jeopardy of fatalities

W H AT:

A GPS speed-limiting after-market device available for installation on all makes and models of motor vehicles

FOR WHOM:

Parents looking for peace-of-mind and preventative protection.

W H AT N E E D :

Fatalities are on the climb. Highway Guardians debut device is- designed specifically to save lives and reduce injuries caused by high-speed automobile accidents

AGAINST WHOM:

To protect young drivers from themselves. And to protect the rest of the road from impulsive young drivers.

W H AT â&#x20AC;&#x2122; S D I F F E R E N T:

T H E R E S U LT:

No product like it on the market, designed and developed by law enforcement officers.

A leading-edge, reliable, affordable, speed-limiting device for 16-20 year old drivers and parents interested in protecting lives and reducing automobile fatalities and severe injuries.

O U R O F F I C I A L S TAT E M E N T: Highway Guardian protects young drivers ages 16-20 from high speed collisions by limiting their ability to achieve those speeds in the first place. This device is an affordable breakthrough that works under the hood, providing peace of mind for parents and guardians, by eliminating key risk factors for impulsive young drivers.

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PA G E 8

H I G H WAY G U A R D I A N > B R A N D P L AT F O R M 1. 3

OUR TAGLINES

OUT OF SITE. PEACE OF MIND.™ THE GUARDIAN UNDER THE HOOD™ THE TECHNOLOGY TO BRING THEM HOME SAFE.™ DESIGNED FOR A SAFER ROAD.™ PREVENTION IS PRICELESS.™ PROTECTION, ASSURANCE... INSTALLED.™ A HIGHER LEVEL OF DRIVER SAFETY.™ ON THE ROAD TO SAVING LIVES.™ SLOW SPEED. ACCELERATE LIFE .™

S T R AT E G Y N O T E : These taglines represent more than catchy phrases, they are refined brand messages that can help sustain the brand through growth in advertising, marketing, and sales campaigns — for years to come. These key players in Highway Guardian’s brand promise are designed to help drive themes for ads, promotions, packaging, and tailored communications to both known and emerging target markets.

PROTECTION AT THE SPEED OF LIFE™ UNDER THE HOOD. OVER THE ROAD.™

In other words, they’re interchangeable.

Insight: A tagline compresses the meaning of a company vision, competitive position, brand promise, product or service benefit, or customer experience into a cogent story. It’s the distilled essence of your brand message — conceived strategically, expressed artfully, and delivered persuasively. Taglines can enhance the value and relevance of your brand, extend its reach, and give it renewed vigor.

PA G E 9

Classic Diagnostic Imaging B r an d P lat f o r m ÂŠ 2 0 0 8

Presented by MossMedia, LLC ÂŠ2011

“Branding adds spirit and a soul to what would otherwise be a robotic, automated, generic price-value proposition. If branding is ultimately about the creation of human meaning, it follows logically that it is the humans who must ultimately provide it.” – DAVID AKER Author, Building Strong Brands

BRAND PLATFORM DEVELOPMENT WORKSHEET Prepared for Classic Diagnostic Imaging Presented by MossMedia Final Version, June 17, 2008

CLASSIC DIAGNOSTIC IMAGING: BRAND PLATFORM DEVELOPMENT WORKSHEET

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BRAND PERSONALITY

Brand Personality Attributes

Two elements affect an

If you could personify the brand, what attributes would you use to describe its’ personality?

individual’s relationship with a brand. First, there is the

* Top 5 marked in bold

relationship between the brand-

friendly

helpful

relationships first

personable

engaged

reliable

genuine

relaxed

caring

Second, there is the brand

positive

confident

no frills

of person the brand represents.

dedicated

understanding

compassionate

as-person and the customer, which is analogous to the relationship between two people. personality — that is, the type The brand personality provides depth, feelings and liking to the relationship, and serves as an effective way to achieve differentiation. These traits inform brand behavior through both prepared communication/ packaging, etc., and through the people who represent the brand - its employees.

B RA N D EX P E R I E N C E CO R E M ESSAG ES B RA N D AT T R I B U T ES

[1]

CLASSIC DIAGNOSTIC IMAGING: BRAND PLATFORM DEVELOPMENT WORKSHEET

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CO R E B R A N D VA LU ES

Core Brand Values

One of the biggest marketing

What are the core values represented by the organization?

challenges, surprisingly, is articulating a brand essence

“Classic Diagnostic Imaging is about...”

inside your own company.

consistency

responsiveness

knowledgeability

commitment

straightforwardness

honesty

genuineness

accessiblity

integrity

your organization. They act

competitiveness

behaviors and performance.

pride

Brand values are the code by which the brand lives — the core values represented by as a benchmark to measure These can build an emotional connection with staff, clients,

notes :

prospects and external

Top values (5) marked in bold

audiences and influence how stakeholders perceive and interact with your company.

B RA N D EX P E R I E N C E CO R E M ESSAG ES B RA N D AT T R I B U T ES

[2]

CLASSIC DIAGNOSTIC IMAGING: BRAND PLATFORM DEVELOPMENT WORKSHEET

Your Color Palette

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T H E CO LO R PA L E T T E

What are the characteristics of your color profile?

Color is an important consideration in your brand

classic

contemporary

med-tech

non-typical (sans medical blue)

identity system, and should

warm

support your established brand attributes. Substantial research reveals that people make a subconscious judgment about a person, environment, or product

notes :

within 90 seconds of initial viewing, and that between 62%

Below is Classicâ&#x20AC;&#x2122;s official color palette.

and 90% of that assessment is based on color alone.

[primary]

[secondary]

[secondary tints [50%]]

B RA N D EX P E R I E N C E CO R E M ESSAG ES B RA N D AT T R I B U T ES

[3]

CLASSIC DIAGNOSTIC IMAGING: BRAND PLATFORM DEVELOPMENT WORKSHEET

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T H E VA LU E P R O P O S I T I O N

Your Brand Promise (External Value Proposition)

A Value Proposition is a

What is the value of doing business with your organization? Of using your products or services?

business statement that summarizes why a consumer

We are a professional partner, not just some parts supplier.

should buy a product or use a

We offer a single point of contact.

service. This statement should

We deliver what we tell customers we’ll deliver, time and again.

that one particular product or

convince a potential consumer service will add more value or

We provide in-house technical expertise and support.

better solve a problem than other similar offerings.

We understand the daily rigors of sustaining a fleet of medical imaging devices and components.

Value P roposition : Classic Diagnostic Imaging is a full-service medical imaging device specialist, offering in-house technical expertise for the repair, refurbishment, and resale of imaging systems and critical components. We respond to Engineers and Medical Professionals in crisis, with immediacy, thoroughness, and friendly care — largely because we believe in our role in the “care continuum.” Bottom line, we keep these medical devices in service — bettering the lives of healthcare professionals and the patients they serve.

B RA N D EX P E R I E N C E CO R E M ESSAG ES B RA N D AT T R I B U T ES

[4]

CLASSIC DIAGNOSTIC IMAGING: BRAND PLATFORM DEVELOPMENT WORKSHEET

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Attributes of your (Internal) Culture Describe the culture of your organization: We are family based and growth-minded, promoting lifelong learning of employees, associates, and partner organizations. We value the entrepreneurial spirit, providing leadership opportunities in all we do. We work nose to the grindstone, setting aggressive goals on a daily basis. We are resourceful, helpful, and above all down to earth. We foster a close-knit, open and honest atmosphere. We value honesty, follow-through, and ongoing support. We do not hound our prospects and clients. We make the case for long-term relationships over short-term gains. We work to live verses live to work.

B RA N D EX P E R I E N C E CO R E M ESSAG ES B RA N D AT T R I B U T ES

[5]

CLASSIC DIAGNOSTIC IMAGING: BRAND PLATFORM DEVELOPMENT WORKSHEET

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THE BRAND VISION

Your Vision Statement

The brand vision defines

Where will you be 5-10 years from now?

and communicates to the organization, its stakeholders and

We will have an international presence.

the public, the future aspirations

We will become best known for our integrity, level of service, and industry-leading technical support and expertise. We will have refined our inventory in every category.

of the business and the goals required to achieve the vision. It includes the image that a

We will have expanded into new models, new device categories, and digital equipment.

business must have of its goals before it sets out to reach them.

We will have expanded opportunities for our employees to advance their role in our success.

It describes aspirations for the future, without specifying

We will offer a warranty program.

the means that will be used to achieve those desired ends.

V I S I O N STAT E M E N T:

Vision statements need

Expanding into new models, device categories, and digital equipment, Classic Diagnostic Imaging will grow to become the

to articulate a unified set

worldâ&#x20AC;&#x2122;s premiere provider of medical imaging components and refurbished equipment expertise.

of values and ideas that is supported, understood and

Along with refined inventory, greater understanding of medical device lifecycles, and full-service mindset, our indelible philosophy for customer experience will further position Classic as an industry-leader.

permeated through every level of the organization. The vision statement should be the key driver of all activities with a corporate brand that is aligned to communicate this.

B RA N D EX P E R I E N C E CO R E M ESSAG ES B RA N D AT T R I B U T ES

[6]

CLASSIC DIAGNOSTIC IMAGING: BRAND PLATFORM DEVELOPMENT WORKSHEET

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THE POSITIONING STATEMENT

Your Positioning Statement

A Positioning Statement is a

who what for whom what need against whom whatâ&#x20AC;&#x2122;s different

the result

medical device repair, resale, and component specialists

two or three sentence statement

consultation and tech support for the repair and sale of mammography units, GE AMX portables, refurbished bucky trays, glassware, processors, ultrasound parts and probes engineers and medical professionals

that conveys what you do for whom, to uniquely solve a specific need. Creating a Positioning Statement requires

sustain, maintain operation of medical imaging machines and related devices

you to identify, then articulate in a concise and brief statement

parts wholesalers, sales hounds, and understaffed profiteers

your distinct value to your

greater inventory, superior in-house technical expertise, price (not always), in better tune with needs of the industry

customer in relation to your

In a sense, we serve a noble cause, key to the medical industry continuum of saving and bettering the lives of people.

Statement is where you need

competitors. The Positioning to begin when planning the messages in any marketing

We play the role of superhero to the on site Engineers and Technicians in the way we support those responsible for 60% of hospital and medical center profits. We have a direct impact on the bottom line of each and every customer we serve.

communications campaign. When you consistently use key messages based on your unique Positioning, you will effectively build your brand.

C L ASS I C S P O S I T I O N STAT E M E N T: Classic Diagnostic Imaging is in the business of providing industry-leading technical and sales support for the repair, resale, and distribution of medical imaging equipment and parts. In partnership with our customers, we anticipate the evolving needs of the industry, averting crisis through unparalleled communication.

B RA N D EX P E R I E N C E CO R E M ESSAG ES B RA N D AT T R I B U T ES

[7]

CLASSIC DIAGNOSTIC IMAGING: BRAND PLATFORM DEVELOPMENT WORKSHEET

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T H E TAG L I N E A tagline compresses the meaning of a company vision,

Your Company Tagline:

competitive position, brand promise, product or service

Support that Sustains. Knowhow that Saves.

benefit, or customer experience into a cogent story. It’s the distilled essence of your brand message — conceived strategically, expressed artfully, and delivered persuasively. Taglines can enhance the value and relevance of your brand, extend its reach, and give it renewed vigor.

B RA N D EX P E R I E N C E CO R E M ESSAG ES B RA N D AT T R I B U T ES

[8]

Gamecomm

B r an d P lat f o r m ÂŠ 2 0 0 9

Presented by MossMedia, LLC ÂŠ2011

BRAND PLATFORM Prepared for Gamecomm Strategy and Design by MossMedia February 11, 2008

GAMECOMM, LLC

</BRAND PLATFORM: DRAFT>

BRAND PERSONALITY

Brand Personality Attributes

Two elements affect an

The following personify Gamecomm’s brand personality:

individual’s relationship with a brand. First, there is the relationship between the brand-

smart

charged

juiced

solid

confident

irreverent

as-person and the customer, which is analogous to the relationship between two people. Second, there is the brand

I N S I G H T:

personality — that is, the type

It’s here Gamecomm’s face to the world is amped up. We are knowledgeable without coming off tech snob. Hard-core

The brand personality provides

without giving away too much of our inner geek.

of person the brand represents. depth, feelings and liking to the relationship, and serves

Look, Gamecomm is not just an authority in the space — we own the space — by redefining the Game category. We extend our reach. Push the boundaries. Bring the Game World together in bold new ways.

as an effective way to achieve differentiation. These traits inform brand behavior through both prepared communication/ packaging, etc., and through the people who represent the brand - its employees.

B RA N D EX P E R I E N C E CO R E M ESSAG ES B RA N D AT T R I B U T ES

[1]

GAMECOMM, LLC

</BRAND PLATFORM: DRAFT>

CO R E B R A N D VA LU ES

Core Brand Values

One of the biggest marketing

What are the core values represented by our organization?

challenges, surprisingly, is articulating a brand essence

Gamecomm is...

inside your own company.

pioneering

solid

thorough

knowledgeable

innovative

user-centered

a leader

revolutionary

global

visionary

connected

a change agent

Brand values are the code by which the brand lives â&#x20AC;&#x201D; the core values represented by your organization. They act as a benchmark to measure behaviors and performance. These can build an emotional connection with staff, clients,

I N S I G H T:

prospects and external

Gamecomm benefits from a comprehensive development philosophy, high quality experiences, user-centered design.

audiences, and influence how stakeholders perceive and interact with your company.

B RA N D EX P E R I E N C E CO R E M ESSAG ES B RA N D AT T R I B U T ES

[2]

GAMECOMM, LLC

</BRAND PLATFORM: DRAFT>

T H E CO LO R SYST E M

Brand Color System

Color is an important

What are the characteristics of our color profile?

consideration in your brand identity system, and should

design smart

solid-state

engaging

dynamic

non-stereotypical tech

refined

support your established brand attributes. Substantial research reveals that people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing, and that between 62% and 90% of that assessment is based on color alone.

[primary]

[secondary]

[secondary tints [50%]]

I N S I G H TS : Full color system to be determined and presented with Brand Identity concept boards.

B RA N D EX P E R I E N C E CO R E M ESSAG ES B RA N D AT T R I B U T ES

[3]

GAMECOMM, LLC

</BRAND PLATFORM: DRAFT>

T H E VA LU E P R O P O S I T I O N

Value Proposition (External Brand Promise)

A Value Proposition is a

What is the value of doing business with Gamecomm? Of using our products or services?

business statement that summarizes why a consumer

Expect a user heightened experience. Connect through a new-level of communication.

should buy a product or use a service. This statement should

Participate in an innovative global community of gamers, players, and developers.

convince a potential consumer that one particular product or

Work with a world leader in voice communication and experience-based products.

service will add more value or

Launch the logical solution for PC gamers.

better solve a problem than other similar offerings.

Engage in an worldwide social network and advanced communication environment.

Value P roposition : Gamecomm enhances the Gamerâ&#x20AC;&#x2122; experience, extends gaming, and opens new channels of entertainment.

B RA N D EX P E R I E N C E CO R E M ESSAG ES B RA N D AT T R I B U T ES

[4]

GAMECOMM, LLC

</BRAND PLATFORM: DRAFT>

Culture Profile (Internal) The following capture the culture of our organization: entrepreneurial — ageless team spirit collaborative — keen sense of customers service driven — all eyes on the road ahead flexible — workspace and work structures players first — developers second the gamer’s gamer — inventing new features and products for our own balls to the wall — focus on the future relaxed — but responsive matrixed — leadership opportunities for all emotionally invested — inclusive and above all, transparent

B RA N D EX P E R I E N C E CO R E M ESSAG ES B RA N D AT T R I B U T ES

[5]

GAMECOMM, LLC

</BRAND PLATFORM: DRAFT>

THE BRAND VISION

Vision Statement

The brand vision defines

Where will Gamecomm be 5-10 years from now?

and communicates to the organization, its stakeholders and

Gamecomm will be an exclusive partner with some of the worldâ&#x20AC;&#x2122;s finest retail and game brand names in the space.

the public the future aspirations of the business and the goals

Gamecomm will have expanded into new categories, including game publishing and LAN parties.

required to achieve the vision.

Gamecomm will have be a top Industry advocate, involved in all facets of Gaming, such as events and tournements.

It includes the image that a business must have of its goals

Gamecomm will offer content delivery, game syndication of produced and/or licensed game content.

before it sets out to reach them.

Gamecomm will have grown to be a multi-million dollar international experience-based company.

It describes aspirations for the future, without specifying

Gamecomm will evolve from freeware to subscription-based software services.

the means that will be used to

Gamecomm will have branched into international markets, be available in multiple languages, and incorporate a full spectrum media

achieve those desired ends. Vision statements need to articulate a unified set

V I S I O N STAT E M E N T:

of values and ideas that is supported, understood and

Gamecomm is driving a culture shift in the gaming industry

permeated through every level of the organization. The vision statement should be the key driver of all activities with a corporate brand that is aligned to communicate this.

B RA N D EX P E R I E N C E CO R E M ESSAG ES B RA N D AT T R I B U T ES

[6]

GAMECOMM, LLC

</BRAND PLATFORM: DRAFT>

THE POSITIONING STATEMENT

Positioning Statement

A Positioning Statement is a

who what for whom what need

two-three sentence statement

gamecomm of game communications, inc. communication software for gamers, social platform for players, and developer resources.

that conveys what you do for whom, to uniquely solve

by gamers for gamers. play groups. developers. gen x-z.

a specific need. Creating a

ubiquitous communication, new level of human interaction, and enhanced game experience

you to identify, then articulate

Positioning Statement requires in a concise and brief statement

against whom

ventrillo (not really), actually, there are very few competitors in the space

what’s different

superior graphic user interface and functionality that’s extremely easy to use. advanced user-controls that are highly customizable, offering highest quality signal, and enhanced opportunities for social interaction

your distinct value to your customer in relation to your competitors. The Positioning Statement is where you need to begin when planning the

the result

we have a tool that redefines the gaming industry, opens up new opportunities in human interaction, and creates new channels for activity and content distribution.

messages in any marketing communications campaign. When you consistently use key

people to watch

xfire.com, getgsc.com, gametap.com

messages based on your unique Positioning, you will effectively build your brand.

P O S I T I O N STAT E M E N T: Gamecomm is an integral force in the Gamers’ Universe —redefining communications and the gaming experience.

B RA N D EX P E R I E N C E CO R E M ESSAG ES B RA N D AT T R I B U T ES

[7]

GAMECOMM, LLC

</BRAND PLATFORM: DRAFT>

T H E TAG L I N E

Taglines

A tagline compresses the

* Top taglines marked in bold

meaning of a company vision, competitive position, brand

Connect. Play. Conquer.

Get Your Voice in the Game

Game-time. Real-time. Communication

benefit, or customer experience

The Voice of Gamers in Real-time

Assault, Assemble… Live in the Game

distilled essence of your

Because IM is so Old School

A Voice for Every Gamer

Group in the Game

Give Your Game a Voice

Voice Up for the Game

Be the 100lb Gorilla in the Room

Log on. Talk Game, Together.

Don’t Be Left Without a Voice!

Game Guru’s… Unite!

Get Your Head in the Game

Your Game Voice

Communication for the Serious Gamer

promise, product or service into a cogent story. It’s the brand message — conceived strategically, expressed artfully, and delivered persuasively. Taglines can enhance the value and relevance of your brand, extend its reach, and give it renewed vigor.

I N S I G H T: Gamecomm has elected to make use of variable taglines, long term. We’ll begin with 2-3 interchangeable taglines in the first year of the Gamecomm brand communications campaign.

B RA N D EX P E R I E N C E CO R E M ESSAG ES B RA N D AT T R I B U T ES

[8]

BRAND PLATFORM Prepared for OneCommunity Presented by MossMedia October 20, 2008

</DIFFERENTIATE>

ONECOMMUNITY: BRAND PLATFORM

BRAND PERSONALITY

Brand Personality Attributes If you could personify OneCommunity’s brand, these attributes would describe its’ personality...

Two elements affect an individual’s relationship with a brand. First, there is the relationship between the brand-

resourceful

driving

transforming

coactive

uniting

collaborative

enterprising

iterative

tech-savvy

Second, there is the brand

catalyzing

dynamic

passionate

of person the brand represents.

expert

visionary

politically neutral

empowering

tech-agnostic

notes:

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ONECOMMUNITY: BRAND PLATFORM

CO R E B R A N D VA LU ES

Core Brand Values

One of the biggest marketing

These are the core values represented by OneCommunity...

challenges, surprisingly, is articulating a brand essence

creating connected communities

leadership in technologyâ&#x20AC;&#x2122;s best practices

creating dynamic partnerships & coalitions

bridging the digital divide

creating sustainable networks

local impact, global influence

being non-competitive, non-profit

driving economic opportunity

enabling advanced service delivery

21st century applications for global competitiveness

maximizing community assets

applying technology for economic development

transforming community services

advancing community potential

inside your own company. Brand values are the code by which the brand lives â&#x20AC;&#x201D; the core values represented by your organization. They act as a benchmark to measure behaviors and performance. These can build an emotional connection with staff, clients, prospects and external audiences, and influence how stakeholders perceive and interact with your company.

notes:

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ONECOMMUNITY: BRAND PLATFORM

T H E VA LU E P R O P O S I T I O N

Your Brand Promise (Value Proposition)

A Value Proposition is a

OneCommunity offers...

business statement that summarizes why a consumer

innovation and leadership

should buy a product or use a

best practices in creating connected communities

convince a potential consumer

service. This statement should that one particular product or

sustainable business models for technology solutions

service will add more value or better solve a problem than

ability to create a vision for communities to realize potential

other similar offerings.

infrastructure and expertise for advanced technology solutions vision and support for evolving technology needs ultra-broadband access to shared resources leadership for collaborative efforts methodologies to uncover technology opportunities

notes:

Your Value Proposition: OneCommunity is a leader in collaborative technology initiatives that empower communities to transcend economic and social barriers and achieve global competitiveness.

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ONECOMMUNITY: BRAND PLATFORM

Attributes of your (Internal) Culture The culture of OneCommunity can be described as... passionate

responsive

entrepreneurial

technology focused

visionary

NEO focused

resourceful

supportive

flexible

professional

cooperative

collaborative

intelligent

non-competitive

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ONECOMMUNITY: BRAND PLATFORM

THE BRAND VISION

Your Vision Statement

The brand vision defines

Where will you be 5-10 years from now?

and communicates to the organization, its stakeholders and the public the future

Communities driven by super-powerful, flexible, ubiquitous technology infrastructure

aspirations of the business and

Enhancing service delivery

the goals required to achieve the

Accelerating prosperity, innovation and learning

vision.

Expanding civic access and engagement

It includes the image that a

Enabling paradigm shifts vs. incremental change

before it sets out to reach them.

business must have of its goals It describes aspirations for

Connect. Enable. Transform. (connecting communities. transforming lives. enabling progress.)

the future, without specifying the means that will be used to achieve those desired ends. Vision statements need

notes:

to articulate a unified set of values and ideas that is

Your Vision Statement: OneCommunity is driving a new civic paradigm, where all citizens benefit from the

supported, understood and

application of innovative technologies and shared resources, designed to accelerate economic prosperity and build sustainable communities.

permeated through every level of the organization. The vision statement should be the key driver of all activities with a corporate brand that is aligned to communicate this.

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ONECOMMUNITY: BRAND PLATFORM

THE POSITIONING STATEMENT

Your Positioning Statement > Mission

A Positioning Statement is a who what

for whom

what need

desired outcome

OneCommunity

two-three sentence statement

Provides the technology brain-power that sparks transformation of business and social networks via a broad spectrum of users. Users include both individuals and organizations within the medical, non-profit, civic, educational and cultural groups.

that conveys what you do for whom, to uniquely solve a specific need. Creating a Positioning Statement requires you to identify, then articulate in a concise and brief statement

To transcend the barriers to world-class connectivity.

your distinct value to your

To enable the transfer of knowledge across multidisciplinary user groups. To transform local communities to global competitiveness. To provide access to leading-edge technology for the benefit of all citizens. To expand the scope of human potential.

notes:

customer in relation to your competitors. The Positioning Statement is where you need to begin when planning the messages in any marketing communications campaign. When you consistently use key

Your Positioning Statement:

messages based on your unique

OneCommunity fosters transformation through world-class technology resources, empowering local communities to achieve global competitiveness.

Positioning, you will effectively build your brand.

Mission Statement: To foster transformation utilizing world-class technology resources and collaborative public/private partnerships, empowering communities to achieve global competitiveness.

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ONECOMMUNITY: BRAND PLATFORM

T H E TAG L I N E

Your Company Tag line

A tag line compresses the

OneCommunity...

meaning of a company vision, competitive position, brand

Connecting Communities. Empowering Innovation. Maximizing Potential.

promise, product or service benefit, or customer experience

Connecting Communities. Driving Innovation. Maximizing Potential.

into a cohesive story. Itâ&#x20AC;&#x2122;s the distilled essence of your

Connecting Communities. Empowering Innovation. Realizing Potential.

brand message â&#x20AC;&#x201D; conceived

Connecting Communities. Empowering Innovation. Maximizing Potential.

strategically, expressed artfully, and delivered persuasively. Tag

Empowering Innovation. Transforming Communities.

lines can enhance the value and

Connecting Communities. Empowering Possibilities.

Connecting Communities. Driving Innovation.

Champions of Connected Communities

Opportunities Through Innovation

Empowering Innovation. Transforming Communities.

Innovation to Thrive.

relevance of your brand, extend its reach, and give it renewed vigor.

notes:

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ONECOMMUNITY: BRAND PLATFORM

Your Elevator Pitch

T H E elevator pitc h An elevator pitch is a sort of script that describes your

OneCommunity leverages broadband and information technology to drive economic and community development in Northeast Ohio. We foster innovative public-private partnerships and drive tech-centered programs in education, health care, government and workforce development. We are creating an intelligent, 21st-century community positioned to overcome challenges and become a leader in the new economy.

organization clearly and concisely using few words. As the name implies, it should be short enough to deliver in the span of an elevator rideâ&#x20AC;&#x201D;30 seconds. A well crafted elevator pitch is carefully planned and practiced and should leave your audience without question as to who you are and what you do.

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ONECOMMUNITY: BRAND PLATFORM

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SUMMARY OneCommunity is an organization that can be described as resourceful, coactive, enterprising, catalyzing, expert, empowering, driving, uniting, iterative, dynamic, visionary, tech-agnostic, transforming, collaborative, tech-savvy, passionate and politically neutral. The core values of OneCommunity are: creating connected communities, creating dynamic partnerships and coalitions, creating sustainable networks, being non-competitive and not-for-profit, enabling advanced service delivery, maximizing community assets, transforming community services, providing leadership in technologyâ&#x20AC;&#x2122;s best practices, bridging the digital divide, having local impact with global influence, driving economic opportunity, creating 21st century applications for global competitiveness, applying technology for economic development, and advancing community potential. The culture within OneCommunity is passionate, entrepreneurial, visionary, resourceful, flexible, cooperative, intelligent, responsive, technology focused, NEO focused, supportive, professional, collaborative, non-competitive. Value Proposition: OneCommunity is a leader in collaborative technology initiatives that empower communities to transcend economic and social barriers and achieve global competitiveness. Positioning Statement: OneCommunity fosters transformation through world-class technology resources, empowering local communities to achieve global competitiveness. Mission Statement: To foster transformation utilizing world-class technology resources and collaborative public/private partnerships, empowering communities to achieve global competitiveness. Vision Statement: OneCommunity is driving a new civic paradigm, where all citizens benefit from the application of innovative technologies and shared resources, designed to accelerate economic prosperity and build sustainable communities. Elevator Pitch: OneCommunity leverages broadband and information technology to drive economic and community development in Northeast Ohio. We foster innovative public-private partnerships and drive tech-centered programs in education, health care, government and workforce development. We are creating an intelligent, 21st-century community positioned to overcome challenges and become a leader in the new economy. Tag line: TBD

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BRAND PLATFORM DEVELOPMENT WORKSHEET > 9

OUR TAGLINES

[VARIABLE]

OUT OF SITE. PEACE OF MIND.™ THE GUARDIAN UNDER THE HOOD™

STRATEGY NOTE: THE TECHNOLOGY TO BRING THEM HOME SAFE.™ DESIGNED FOR A SAFER ROAD.™ PREVENTION IS PRICELESS.™ PROTECTION, ASSURANCE... INSTALLED.™ A HIGHER LEVEL OF DRIVER SAFETY.™ ON THE ROAD TO SAVING LIVES.™ SLOW SPEED. ACCELERATE LIFE .™ PROTECTION AT THE SPEED OF LIFE™

These taglines represent more than catchy phrases, they are refined brand messages that can help sustain the brand through growth in advertising, marketing, and sales campaigns — for years to come. These key players in Highway Angel’s brand promise are designed to help drive themes for ads, promotions, packaging, and tailored communications to both known and emerging target markets. In other words, they’re interchangeable.

UNDER THE HOOD. OVER THE ROAD.™ Insight: A tagline compresses the meaning of a company vision, competitive position, brand promise, product or service benefit, or customer experience into a cogent story. It’s the distilled essence of your brand message — conceived strategically, expressed artfully, and delivered persuasively. Taglines can enhance the value and relevance of your brand, extend its reach, and give it renewed vigor.