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The power of the brand umbrella !. 133 years of brand heritage 380.435 fans on Facebook. Making promises. Is your branding features or benefit driven? . Keeping promises. Branding 1.0. We tell them what to think. Branding 2.0. They tell us what to think. Branding 3.0…?.

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Presentation Transcript
slide4

133 years of brand heritage

380.435 fans on Facebook

c. j. porter-schultz

slide6

Makingpromises

Is your branding features or benefit driven?

Keepingpromises

c. j. porter-schultz

branding 1 0
Branding 1.0

Wetellthemwhat to think

c. j. porter-schultz

branding 2 0
Branding 2.0

Theytelluswhat to think

c. j. porter-schultz

branding 3 0
Branding 3.0…?

We…uhhh…they…ehm…together…no...hhmmm…?!?

c. j. porter-schultz

slide15

Commanders Intent

No plan survives enemy contact

“…The management of Plant #13 has continuously shown a disregard for compliance with China labor laws and Mattel’s own GMP standards…an even more disconcerting factor appears to be Mattel’s unwillingness or inability to exert pressure on Plant #13 to rectify the noted short falls and improve its treatment of workers.”

“…There are some notable exceptions where plant # 21 conduct significantly deviates from Mattel’s GMP standards and underlying values of Mattel as a responsible global enterprise. They require immediate and unambiguous action on Mattel’s part to ensure that Plant #21 lives up to their commitment of meeting Mattel’s GMP standards.”

”...The minimum wage rate in the two plants’ district is RMB700 per month…workers’ payroll records confirmed that all workers were paid at least the minimum wage rate.”

”...It would seem that Mattel has not been successful in maintaining a ceiling over excessive work-hours. The sad fact is that rather than being the upper limit, Mattel’s more liberalized work-hour regime is increasingly being used as the acceptable minimum from which the plants continuously seek to extend the range of additional hours to be worked at the factory.”

c. j. porter-schultz

slide16

Back to basics

The core

From ”howmuchcanwesell it for?” to ”is it actuallyanygood?”

c. j. porter-schultz

slide17

Keep branding simple!

c. j. porter-schultz

slide18

Pomelo

A pomelo is the largest citrus fruit. The rind is very thick but soft and easy to peel away. The resulting fruit has a light yellow to coral pink flesh and can vary from juicy to slightly dry and from seductively spicy-sweet to tangy and tart

c. j. porter-schultz

slide19

Pomelo

A super-sized grapefruit

c. j. porter-schultz

slide22

Tanzania 2.0

Connect to all your dreams

®

c. j. porter-schultz

slide23

Keep it relevant!

c. j. porter-schultz

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The information

”The principal of the Aga Khan Secondary School in Dar es Salaam, announced today that the entire school faculty will travel to Zanzibar next Thursday for a conference in new teaching methods. Amongst the speakers will be world renowned anthropologist Margaret Mea, University President Dr. Robert Utchins, and Minister of Education Hon. Dr. ShukuruJumanneKawambwa.”

c. j. porter-schultz

slide25

The relevance

”No school next Thursday”

c. j. porter-schultz

slide26

We are a caring financial services provider, partnering with all our stakeholders to create prosperity through a customer centric, innovative and diverse product offering

NBC INJECTS TZS 10 MILLION INTO THE 2009 PRESIDENT’S MANUFACTURER OF THE YEAR AWARDS

NBC VICTORIA BRANCH DONATES SCHOOL BOOKS WORTH TSHS 2.5 M TO DESTINY SECONDARY SCHOOL

NBC DONATES SEWING MACHINES WORTH 2.5 M TSHS TO UPENDO ALBINOS GROUP

NBC SPENDS 2.5M TSHS TO FINANCE THE EXPANSION OF UYAWENKO WOMENS GROUP MUSHROOM GROWING PROJECT

NBC DONATES T-SHIRTS WORTH TSHS 7.5 M TO MARK INTERNATIONAL WOMEN'S DAY

NBC DONATES 34M TSHS TO THE CONSTRUCTION OF TUMAINI UNIVERSITY DAR ES SALAAM COLLEGE

NBC MLIMANI CITY BRANCH DONATES SCHOOL DESKS WORTH TSHS 2,5 M TO MAKABE PRIMARY SCHOOL

c. j. porter-schultz

slide27

We are a caring financial services provider, partnering with all our stakeholders to create prosperity through a customer centric, innovative and diverse product offering

NBC DONATES 34M TSHS TO THE CONSTRUCTION OF TUMAINI UNIVERSITY DAR ES SALAAM COLLEGE

TumainaUniversity teams up with NBC to secure a bright future for students in Dar es Salaam

c. j. porter-schultz

slide33

By letting it go it all gets done. The world is won by those who let it go.

But when you try and try. The world is beyond the winning.

Lao Tzu

c. j. porter-schultz

slide34

Q&A

TWITTER: @CJSCHULTZ

CJSCHULTZ1977@GMAIL.COM

WWW.LINKEDIN.COM/CJSCHULTZ

MOBILE: +4531414185

c. j. porter-schultz