1. “Ted’s giving you a massive clue here…”

2. “Allow us to introduce you to Ted...” “Ted Baker is one of the UKs fastest growing leading lifestyle brands” http://www.tedbakerplc.com/ted/en/home/

3. “Travel with Ted” Past Cultural References http://www.teds25years.com

4. “Mr Baker and I.” “Date night, cocktail hour, and falling in love in style”

5. “Meet Jamie Ted Baker’s Assistant Manager of the Flagship...” Ted Baker’s Flagship store in Floral Street, Primary Research 2013 "The message hasn't changed - we just want to better yesterday in terms of performance. I always wanted to create great clothes that were affordable.” -Ray Kelvin http://www.vogue.co.uk/news/2013/05/16/ted-baker-celebrates-25th-anniversary---ray-kelvin- interview

6. Essence of Ted What does Ted Baker stand for? Ted sticks to the… - Heritage/Classic Britain - Quality materials - Keeping the humor - Unconventional window displays What Ted Baker offers the consumer?  Ted wants you to know that he cares by giving you a retail experience.  Attention to detail is key in all of his stores, with each being unique ensuring you that the products are quality. Who would Ted Baker be? - Ted’s the quirky, witty, eccentric Uncle you only see at Christmas. With his shirts you don’t want to admit to being slightly jealous of. What makes Ted Baker credible? - Limited stock on shirts, blazers and dresses making you feel EXCLUSIVE - Ted’s no advertising rule means you buy based on word of mouth “ No Ordinary Designer Label ”

7. CLASSICCREATIVE “Ted says get into position” LUXURY VALUE Zara Topshop River Island French Connection All Saints Paul Smith Karen Millen Reiss Ted Baker Thomas Pink Hugo Boss Savile Row Barbour Oliver Sweeney Jaeger Hobbs

8. “We break the mould, taking the lead because we are very serious about what we do, as much as we joke.” Text “There all talking about us”

9. “ Ted likes to communicate ” “It’s all about the people, the product and the passion” -Ray Kelvin

10. Christmas at Ted’s Cambridge Store, 2010 Ted uses his witty, eccentric and enticing window display’s as his main visual communication channel Ted celebrates the Jubilee at the Regent Street, 2012Ted celebrates the Olympics in 2012

11. “Word of mouth is more Ted’s style But...He’s ok with social media” Facebook Twitter TedBakerTV YouTube

12. Online Blog Pinterest

13. “Ted’s Handwriting”

14. The Ted Baker Gent

15. The Ted Baker Lady

16. Ted’s barking mad for our new concept

17. Clothing for pets is a booming market and according to our friends at MTW Research. ‘the industry will be worth £35 million by 2015’ http://www.bbc.co.uk/news/magazine-16943314

18. Then Ted le(a)d us to this…

19. Why not treat your four-legged friend Left to Right: The Liaah Raincoat £39, The Redington coat £49, The Cheshire Raincoat £49

20. Promotional boards for Ted’s online presence and instore handouts “Ted’s friends over at Pedigree have offered to cater to the canine consumer by giving free treats out on the launch date” “The RSPCA's position is that clothing is appropriate for animals in some circumstances. For dogs a layer to provide warmth or waterproofing in cold weather may be beneficial.” http://www.bbc.co.uk/news/magazine-16943314

21. How much is that doggy in the window ?

22. Ted gets social