1. Marketing Pioneers December 11, 2008 Frans van Zon The Business Case for Love

7. BRAND: Product & price & service + Sense of purpose Clear belief system Emotional engagement BRAND: Product & price & service + Sense of purpose Clear belief system Emotional engagement RETAILER: Product & price + Added value service RETAILER: Product & price + Added value service DEALER: Product + Price DEALER: Product + Price LOVE MEMORABLE RESPECT ENJOYABLE TRANSACTION OK Company behaviour Customer Experience Brand-Customer Relationship

8. Mini. Passion in red and white See it, feel it, touch it, love it! It’s so simple and as soon as you have one it will become part of your life and you can´t live without it…trust me! Sabrina, Germany - 29 June 2005 Mini. Passion in red and white See it, feel it, touch it, love it! It’s so simple and as soon as you have one it will become part of your life and you can´t live without it…trust me! Sabrina, Germany - 29 June 2005 Apple exceeds consumerism. It's a mystical force that interacts with my senses, my emotions and my passions. When I step near an Apple product, I have to tidy my hair, straighten my shirt, wipe my brow and put on a smile because I don't want to spoil our moment. It's a love thing. John, Australia - 29 May 2006 Apple exceeds consumerism. It's a mystical force that interacts with my senses, my emotions and my passions. When I step near an Apple product, I have to tidy my hair, straighten my shirt, wipe my brow and put on a smile because I don't want to spoil our moment. It's a love thing. John, Australia - 29 May 2006

12. Discovery Island Roots Vision passion Experience day Making sense Of it Z to A Event The Advocacy factor journey Memorable customer experiences

13. Don’t take it from us… Our clients are our most passionate advocates. Isn’t that what YOU want, too? “You have guided us to understand what it takes to be a brand, and our whole organisation is now focused on the right behaviours. - Louise Barnes - CEO “The Advocacy Factor is helping us understand how important it is to really live and breathe the Mazda core values through our people and onto our customers. - Mark Cameron – Marketing Director Getting people to live the values that Robert Bosch, the man, stood for, allowed us to have the confidence to engage with customers in a more emotional and rewarding way.” Manfred Seitz – Managing Director “Throughout the team, we now have passionate ownership of the plan to make Ambrosia a great staple of British family meal times again” Simon King – GM, Ambient Desserts

14. Marketing Pioneers December 11, 2008 TO TALK MORE! Frans van Zon Tel. 06-81479038 E-mail: frans.vanzon@theadvocacyfactor.com