1. PM  COMMUNICATIONS © 2005 Paul Mlodzik, ABC, MC Vice President Marketing and Agency The Co-operators Less Sizzle, More Steak: Making your brand work for employees. PM  COMMUNICATIONS © 2005

2. Agenda Overview of Branding Definition, Key Concepts, etc. Case Study: Defining Brand Attributes The Co-operators "Heritage" brand campaign Making the Brand Real for Employees Executing an "Internal Branding" Strategy How to integrate internal and external focus Tips & Traps

3. PM  COMMUNICATIONS © 2005 What Is A Brand? A brand is made up of the tangible and intangible associations consumers form about a company and its products/services. Brand has its own unique elements:  Visual (logos, ads, offices)  Emotional (feelings from advertising or direct experiences)  Cultural (“how we do things around here”) The brand is the experience that is delivered to clients every day.

4. PM  COMMUNICATIONS © 2005 Paul Mlodzik, ABC, MC paul_mlodzik@cooperators.ca Less Sizzle, More Steak: Making your brand work for employees. PM  COMMUNICATIONS © 2005 Questions?