brand implementation group Examples of brand implementation. 1. Global Brand Change

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1 brand implementation group 01/12/11 page seite 1 Examples of brand implementation. 1. Global Brand Change

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3 brand implementation group 01/12/11 page 3 Brand change of a global player. After Linde AG took over BOC in 2006, the newly formed company The Linde Group emerged as the worldwide market leader for industry, process and specialty gases and became one of the most profitable engineering companies. In early 2007, the board gave the order to plan and execute the worldwide brand change.

4 brand implementation group 01/12/11 page 4 Challenge: Guarantee a sustainable and consistent visual brand identity. Permit quality control and monitoring of all communication matters at The Linde Group. Create coordinated processes and save time and costs significantly. Operate a knowledge base and exploit synergies. Achieve a high level of transparency in all communication issues and processes. Align and consolidate all implementation projects and activities may they be marketing driven, communication driven or procurement driven. Establish a Brand Management Platform as one central working platform.

5 brand implementation group 01/12/11 page 5 Linde Brand Management Portal.

6 brand implementation group 01/12/11 page 6 All relevant Tools One User Experience. Central information, communication and working

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8 brand implementation group 01/12/11 page seite 8 Examples of brand implementation. 2. Effective and efficient campaign rollout.

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10 brand implementation group 01/12/11 page 10 Challenge. Guarantee sustained compliancy with corporate design Option to modify content and make formal adaptations Ensure complete transparency across the entire campaign Significant savings in time and cost

11 brand implementation group 01/12/11 page 11 3 campaign levels, 10 campaign motives, 36 languages, 73 countries, 4 agency English (UK) Thai Brand Leadership Global Network English (Philippines) Netherlands Sweden (brand) Riccardo Chailly Personal Commitment US Turkish Brand Strengths Italian (Italy) Polish Australia Renewable Energy SME Europe (products) English SME EuropeThailand Turkey Creation German (Germany) Campaign Activation Toolkits SME Asia AdaptationUK (Singapore) Hindi (Below the line Japan Spanish (Pan Russian Switzerland Spanish (Spain) South Afric communication) Chemicals Bernie Ecclestone Hong IntAms) Kong Dutch Japanese Malaysia Chinese simplified India Spain Polish (Belgiem) LatAm France French Portuguese (Brazil) German (Switzerland) Taiwan Corporate Media planning Italian Canada Design Brazil Norwegian Austria Bokmal (Switzerland) Poland Republic of Korea SME Asia Swedish English Russia (Sri Chin Operational Excellence Dutch UAE (The Germany Belgiu Peru Lanka) Competitive a Advantage Netherlands) Colombia French Portuguese (Brazil) Finish Mexico m Operational Excellence Saudi Arabia Spanish Italy German JamaicaDenmark Indonesia Norway (Austria) Cantonese (Hong Vivienne Westwood Kong) (Mexico)

12 brand implementation group 01/12/11 page 12 Fully automated process for advertisements. SIMPLE DELIVERED IMPORT MEDIA SPECS MEDIAGATE Import Media into the MediaGate Database and run formal check (feasible data). VERIFY MEDIA SPECS MEDIAGATE/ ADSTREAM Verify the Media Specs regarding size of the ad, publication name, publication date, etc.. On error: notify media agency. GET APPROPRIATE MASTER ADINTEGRATOR DATABASE Find an appropriate master template regarding motive, call-to-action, etc. images if COPY MASTER appropriate. TEMPLATE ADINTEGRATOR DATABASE/ WEB-TO-PRINT Generate a copy of the master template and initiate the adaptation process. COPY ROTATION WEB-TO-PRINT/ TRANSLATION MEMORY Exchange headlines, copy, etc. with the pre-translated text from the Translation Memory exchange RESIZE ADD FORMAT ADAPTOR/ WEB-TO-PRINT Resize the add to the specified size: resize fonts, move items, crop/scale images, etc. GENERATE HIGH- RES PDF WEB-TO-PRINT Generate the high-resolution PDF of the add. about the ATTACH COLOR availability. PROFILE WEB-TO-PRINT/ ADSTREAM Attach the appropriate color profile for printing to the high-resolution PDF. DISTRIBUTE PRINT DATA WEB-TO-PRINT/ ADSTREAM Move the printready file to Adstream and notify the publishing house CONFIRM DOWNLOAD ADSTREAM Get confirmation of the successful download of the prepress file.

13 brand implementation group 01/12/11 page 13 Untertitel bearbeiten > 2,500 ads within a year implemented.

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15 brand implementation group 01/12/11 page 15 Partly automated process for brochures, ads, flyers, poster SIMPLE DELIVERED CHOOSE AN ITEM WEB INTERFACE ADAPT FORMATS FORMAT ADAPTOR TRANSLATE WEB-TO-PRINT GENERATE HIGH-RES PDF WEB-TO-PRINT User selects a motif for a print ad or a below-theline communication item. The system adapts the ad according to the user specifications: object positioning, type font size definition, picture scaling, etc. With the aid of translation memory, text already translated (headlines, copy, etc.) is automatically inserted in the target language. If no translation is available, the user can enter the text via the WYSIWYG editor. Creates a high resolution PDF file with corresponding color profile as print master for the respective ad and makes it available for download.

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18 brand implementation group 01/12/11 page seite 18 Brand Implementation Group is a specialized management consultancy for the implementation of complex brand identities. With expertise in branding, communications, marketing and information technology, we offer single-source consulting and implementation for globally operating companies. Our holistic approach to brand implementation ensures globally consistent, sustainable brand presence while maximizing operational effectiveness and efficiency. Brand Implementation Group is a subsidiary of BBDO. With 287 offices in 79 countries BBDO is a member of the Omnicom Group, the second largest global communication network. Günther Misof, CEO Brand Implementation Group Westhafenplatz Frankfurt am Main guenther.misof@brand-implementation-group.com