Brand Asset Valuation

Brand Asset Valuator

Project Banzai Prepared for John Gerzema, Y&R, Global Insights Officer

Submitted by Lee “Chappy” Chapman

September 28, 2010

Brief

Create a new revenue pipeline to amortize Brand Asset Valuator’s proprietary brand and financial database franchise. Create new demand for BAV modeling and client engagement.

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Brand Challenge

Separate the wheat from the chaff; distinguish BAV, the empirical model, from what the data can do - Energize Differentiation. Brand Asset Valuator’s brand proposition and its product offering occupy similar positionings.

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Examining the BAV Value Proposition

Many moving complex parts, introducing new language

POSITIONINGPOINT OF DIFFERENCE

VALUE PROPOSITION

PRODUCT PORTFOLIO

REASON TO BELIEVE

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Applying the BAV Methodology

Steep Learning Curve: Theory to System to Application

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Current Brand Asset Consulting Product Portfolio is Extensive and Comprehensive

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Situation Analysis - Hypothesis

Universally, today’s business climate for brand and financial management suffers low visibility; decisions made today can appear as illusions tomorrow. How do managers assess brand value in uncertain markets?

New metrics come and go as passing waves. Decision makers require easy-to-use, accurate and reliable tools, and systems more than ever. Confidence is achieved through market-proven strategic validation.

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U.S. Consulting Market by Product Revenue - 2009

CORPORATE STRATEGY$26.2B

CORPORATE ADVISORY$8.8B

MARKETING/SALES: $1.8B

BRAND INSIGHT: $1B

Source: IBISWorld, 2010

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Brand Advisory Category & Marketplace

$0

$75

$150

$225

$300

2009 Brand Insight Revenue by Competitor, Millions

Interbrand Forrester Mintel Landor FutureBrand Futures Co Greenfield Iconoculture

Source: AAAA, Adage.com

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Competitive Mapping

Consult Advise

Prescription

Innovation

McKinsey

BCG

Interbrand

Wolf Olins

Mintel

Iconoculture

Landor

Greenfield

FutureBrand

BAV Franchise

Agency Planning

FutureBrand

Research

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Trefis

Performance Sells

Market-proven results and track record are technical benefits

COMPETITIVE ADVANTAGE

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Business Opportunity

Create the only pipeline strategically connecting brand value to investment and capital markets, helping business decision leaders recognize future growth value.

Young & Rubicam Brands introduces Brand Asset Index, the largest composite of the world’s leading brand values listed on one digital market space.

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Idea

Use legacy data to build the foundation for the most powerful, online, real-time brand reference tool in business; index company and category data to exchanges around the world, establishing Brand Asset Index as the leading indicator and measure of intangible brand value.

1993 2010+

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An Authoritative Digital Brand Presence

Powerful, rich content-driven applications and solutions • World’s Largest Brand Data Base• Most Powerful Brand Model• Brand Asset Index• Mobility - Blackberry, iPad• Stock Screening and Tracking • Analyst Earnings Models • Expert Bloging• News and Information • Decision Maker Community• BAV Analysis, Applications, Resources and Tools• Brand Asset Consulting• On-Demand Research and workshops • Partnerships: AAAA, CFA, CMO Council, FASB, NYSE , NYSSA, Wired

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An Application to Modern Business Thinking

User Interface

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User Benefit

The most accurate measure of brand value in the world. Access to the most powerful consumer-based and empirical brand valuation model, explaining how brands grow, decline and recover.

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Young & Rubicam Brands Benefit

New, Optimized and Scalable Revenue and CF Streams

• Brand Asset Index Annual Listing Fee• Multi-faceted and scalable index format• Subscription service to access rich content • Ancillary advertising revenue• New penetration by Fortune rank, business, category, and brand value

Incremental Growth Code:

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Brand Asset Valuation Consulting Revenue Model

A funnel of growth: List, Purchase, Retain

LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4List on Brand Asset Index

Measure with BAV tools and studies

Engage BAV Consulting for brand management

Realize benefit - Long term relationship

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Strategic Approach

PRODUCT OFFERING

Listing the World’s Most Powerful Brand Values

PRODUCT

Original Brand Valuation, Rich Content

PACKAGE

B2B

PLACE

Digital, Wireless, Mobile

PRICE

Premium

PROMOTION

Public Relations, B2B Community

Elevate the legacy of BAV from database to market space

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Target

Executive and Institutional Decision Makers, Leaders, and Managers who are fiduciaries of brand value and wealth Fortune 1000

•Domestic and Foreign-listed companiesLevel

•C: Decision Makers in Brand, Corporate Coms, Finance, Innovation, Investment, Marketing Coms, Media, Sales, Strategy, Ventures, etc

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High Profile Target Usage

Energizing brand strategies that impacts business performance

•Brand Management •Capital Expenditure Decision Making•Board-Level Corporate Strategy, Governance and Policy•Investment Thesis and Research•Product Marketing & Sales Strategy •Merger & Acquisition, Private Equity Buyout Suitor Identification

•Brand Architecture, Portfolio Integration, Divestitures

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Considerations

How much more than $130M is Y&R willing to invest? What is the future of BAV and Brand Asset Consulting? Who will be responsible for new growth and development?

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End

BAV, Managing the World’s Brand Value.

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