Burnham Marketing Capabilities

BURNHAM MARKETING, LLC

1 Amber Ridge Road -‐ Chestnut Ridge, NY 10977 – (917) 686-‐4816

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“Empowering businesses to be change agents for social good and sustainability.”

Who We Are: A global network of communication strategists, marketing engineers, social scientists, and leadership advisors who collaborate to improve how businesses behave and innovate towards building a better tomorrow.

What We Do: We help develop brand cultures that influence positive social change by aligning business purpose with stakeholder values and integrating innovation and CSR best practices into the communications supply chain.

How We Do It: By applying behavioral design to stakeholder engagement, change strategies, marketing communications, and impact measurement, we help businesses better understand the psychological drivers of social behavior and the systemic relationship dynamics that exist between brand actors and stakeholders.

Why We Do It: We believe that when businesses are more transparent and empathetic to our collective needs and values, they can be positive motivators of social change and cultural designers for a sustainable future.

An overarching change management init iative towards developing a values-based business infrastructure can lead to greater long-term stabil ity while giving a greater purpose to your organization. No longer can we focus purely on immediate short-term gains at the risk of ignoring future human impact. Progress is achieved by people both internally and externally to any organization, and collaboration is the key. Allow us the opportunity to share with you our unique approach and methodology to help you develop more socially responsible and sustainable brands. When integrated properly, we all experience positive ROI. BE BETTER. CREATE TOMORROW.

Helping good brands be better.

BRAND CULTURE DESIGN & DEVELOPMENT

FOCUS AREAS FOR COLLABORATION:

• Process & workflow auditing: Create operational efficiency and improve collaboration and innovation. • Gap analysis & needs assessment: Prioritize your investments to assure a greater return on social capital value. • Leadership development & training: Empathize, inspire, motivate, and unite organizational actors and stakeholders. • Culture & values alignment analysis: Align needs and values to improve perception, reputation, while reducing entropy. • Behavioral change & collective action: Influence positive shifts in collective perception and social behavior. • Design thinking & systems integration: Implement human-centered design into your business strategy and activities. • Neurographics & persona development: Measure the psychological stimulators and motivators of your stakeholders. • Organizational design & development: Maximize your investment in human capital and increase productivity. • Brand building & go-to-market strategy: Develop strategies for business stability and create a sustainable brand culture. • Stakeholder communications planning: Impact key stages of decision making to shorten time lag to desired outcomes. • Socially responsible media management: Assure media partners and providers share and support your brand values. • Social media & marketing governance: Strengthen high value relationships to improve loyalty, retention, and advocacy. • Transformation & predictive modeling: Identify and project how various activities will impact brand stakeholders. • Impact measurement frameworks: Monitor and quantify impact investment return to maintain a positive trajectory. • Intelligent augmentation analytics: Understand the psychological causations behind the behavioral effects.



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Strategic Approach IDENTIFY: A social system is a group of people that can influence one another’s perception and behavior as a result of sharing ideas, information, and knowledge via interconnected communication channels. A brand’s social system consists of all stakeholders that can directly impact a brand’s image, positioning, reputation, revenue, and equity. A brand’s culture is defined by the behavioral output of the social system. That output is influenced by how stakeholders perceive a brand, how they interact with a brand, as well as how they communicate their experiences with a brand. ENGAGE: In our highly fragmented, yet socially connected digital world, it is becoming increasingly more important to connect with people based on their emotions, values, needs, cognitive resistances, interests, heritage, and communication preferences. Deep knowledge of the psychology of your stakeholders is required to build empathetic brand cultures. The more effectively you can engage people in this way, the greater opportunity there is to influence, predict, and support the output of a social system’s collective behavior. This approach to stakeholder engagement can evolve culture in an empathetic and systemic way through intentional design.

CHANGE: Social systems are highly complex, adaptive states of collective perception. Burnham Marketing identifies emergent patterns of thought to provide unique insight into influencing collective perception in order to shift behavior of stakeholders to achieve brand impact goals and desired outcomes. By mapping the governing dynamics of the social system, we determine how best to monitor and influence changes within it. IMPACT: Our comprehensive approach to social engineering provides precise intersections of influence on the behavior of the social system. Social engineering directs the behavioral outcomes of the system by measuring communication flow and by studying stakeholder interactions and relationships to predict how the system will evolve, as a means to transform culture.



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Methodology INTEGRATION: People do not behave in silos and they do not rigidly experience brands, products, and services. These are just components of people’s lives that satisfy specific needs, values, and desires. For this reason, how we understand, measure, and analyze people’s brand perception and social behavior must also evolve. Burnham Marketing’s brand culture design and development practice resides at the core of business strategy and integrates across the organization within all quantitative and qualitative research, persona development, communication activities, and measurement programs. By applying a range of data-driven, human-centered design methodologies, we provide the necessary lens to help you better understand the psychological drivers of collective perception, social behavior, and the relationship dynamics of your brand actors and stakeholders. NEUROGRAPHICS: A person’s neurographic archetype reveals the fundamental stimulators and motivators of all human interaction and affects every decision one makes. Neurographics helps tell us how people and cultures form their values, their cognitive needs and resistances, learning style, communication preferences, and relationship building requirements. Leveraging a neurographic framework and segmentation platform we measure how the primary forces of human thinking drive collective perception and social behavior in a scientifically valid way.

Layering and correlating all other demographic, psychographic, attitudinal, and behavioral data within a neurographic framework allows us to build archetypes and personas that deliver much richer insights and offers up a deeper understanding of human perception and behavioral cause and effects than any other technology that currently exists within the field of market research and social analytics.



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SEGMENTATION: According to new research, the driving forces that are behind how and why people think and behave have a far greater influence over people’s opinions and sentiments than most other demographics and psychographics. Recent studies also identified that certain neurographics are more inclined to participate in research panels, skewing results significantly. So much so, that some results were inconclusive as the composition of the panel’s neurographic composition was clearly not representative of the audience they were trying to analyze. In order to truly understand someone, you must see the world as they do. When you know how people think, you can communicate and connect with them in a way that yields predictable outcomes. Our cognitive insights and neurographic segmentation platform gives our clients unparalleled insight into the cognitive drivers of human perception and behavior, exposing how best to serve people’s needs and values. We can determine the thinking style composition of your audience, which will give precise information about an individual's approach to decision-making as well as about what is required to impact each stage of that decision-making process. Our segmentation tool can integrate into any survey-based mechanism through a custom iFrame and API. This provides you with neurographic segmentation that can be correlated with a multitude of other datasets for building highly robust personas. An individual’s approach to decision-making and what is required to impact each stage of the decision making process will be dependent on one’s neurographic archetype. By omitting neurographics from their collected metrics, researchers leave themselves without a universal framework of human understanding with which to deliver predictive, conclusive, or actionable results from their analysis.

!Introduction“How It Should Look”

Communication“How It Should Be Said”

Understanding“What They Will Need ”

Perception“How It Will Resonate”

Motivation“What It Will Take”

Behavior“How They Will React”

Satisfaction“Will It Fulfill Them”

Result“What It Will Be”

Learning“What It Will Require”

Express“How They Do It”

Share“To What Extent”

Favor“In Relation To”

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SYSTEMIC ANALYTICS: Because we now live in a socially connected digital world, stakeholders collectively have far greater influence over one another’s perception of a brand or product than marketing or advertising will. By utilizing our methods, tools, and team of specialists, we provide the essential analysis to drive innovation, overcome conversion barriers, and understand memetic effects in order to achieve your desired outcomes and impact goals. We can see how conversations, content, and information is propagating and influencing collective perception and behavior as a result of people’s interaction and experiences with a brand, product, or category. This helps you to prioritize budget allocation, business activities, marketing tactics, and develop communication strategies that can yield predictable outcomes. MEASUREMENT FRAMEWORKS: No tool, methodology, or analysis should be managed within silos. Truly integrated measurement requires a comprehensive and coherent framework that collects the necessary data that allows for a complete understanding of the journey and the impact your business activities are having along the way. A measurement framework should be designed in a way that best captures actual human experience.

Different measurement tools and methodologies provide different kinds of data and insights. There is no one tool or method that can provide all of the answers. And there will always be gaps that need to be filled. We develop custom measurement frameworks that take advantage of the tools that currently do exist. We then integrate them in a way that minimizes the amount of gaps and maximizes insights within your measurement program. We provide system diagnostics to monitor and correlate changes in stakeholder perception and behavior against business activities and key measures, in order to effectively optimize and prioritize allocation of budget and resources, communication tactics, and marketing activities.



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LEADERSHIP TEAM: Collecting the right data and information can only take you so far. When it comes to understanding the motivators and stimulators of human perception and behavior, relationship dynamics, social learning and interaction, the technology will have its limitations. The actionable insights and valuable knowledge that is extracted from analysis is dependent on having a highly diverse team that has the experience and expertise necessary for brand culture design and development:

PROJECT COSTS: Every project will have different objectives, unique needs, and required experience and expertise to activate effectively. Therefore, scope of work and project costs can vary tremendously from one project to the next. Costs are dependent on the tools and technologies utilized, the kind of analysis required, and the amount of resources to be allocated based on the level of ongoing consultation, strategic support, and team engagement. Below will provide some average parameters based on the scope of past projects.

Brand Culture Design & Development (ALL INCLUSIVE): $20K – 30K per month Neurographics Segmentation & Cognitive Insights: $10K – 50K per study Memetic Research Study & Cognitive Linguistics Analysis: $50K – 75K per wave Gap Analysis & Values Alignment Assessment: $10K – 50K per assignment Measurement Framework & Systemic Analysis: $ 5K – 20K per month Executive Workshops & Leadership Training: $ 4K – 30K per workshop Hourly Rate for Services Retained: $300 – 400 per hour

To learn more, please visit www.burnhammarketing.com or contact us at [email protected].

Cultural Psychology | Cognitive Linguistics | Memetics | Social Engineering | Physics Design Thinking | Frame Analysis | Cultural Evolution | Complexity Theory | Innovation

Research | Predictive Modeling | Measurement Architecture | Persona Development Organizational Development | Change Management | Leadership Coaching | Auditing

Brand Strategy | Stakeholder Engagement | Marketing | Social Media Management CSR & Sustainability | Communication Strategy | Gap Analysis | Needs Assessment

Be Better. Create Tomorrow.