AUGUST Jennifer Barron, Principal Deloitte Consulting LLP 1 Copyright 2017 Deloitte Development LLC. All rights reserved.

Of consumer choice is driven by brand Only ever buy their preferred brand Source Prophet Brand Strategy, American Express

Of new hires less likely to leave a company with a strong brand Of workers won t even consider working for companies with bad reputation 5 Copyright 2017 Deloitte Development LLC. All rights reserved. Source: CareerArc, HBR

Marketing Spend as a % of Company Revenues Additional Areas of Brand Investment Consumer Services 14% Tech / Software / Biotech 12% Retail / Wholesale Transportation 12% 11% CSR Communications / Media 11% Healthcare 10% Consumer Packaged Goods 10% Service Consulting Education Banking / Finance / Insurance Manufacturing Mining / Construction 1% 3% 5% 4% 6% ECOSYSTEM CUSTOMER TOUCHPOINTS SPONSORSHIP SOCIAL MEDIA Energy 1% 8 Copyright 2017 Deloitte Development LLC. All rights reserved. Source: Deloitte CMO Survey 2017

IF BRAND IS SO IMPORTANT, WHY IS IT NOT ALREADY IN THE BOARDROOM?

INCREASE In total shareholder return with one marketing-experienced director Effect is even stronger when the company is facing declining market share 11 Copyright 2017 Deloitte Development LLC. All rights reserved. Source: Marketing Science Institute, 2015

Bloggers Recommendation Engines Social Network Reviews Loyalty Programs SHARE Social Media RE/DISCOVERY Tips /Tricks Personalized Campaigns Subscription Model Retailer Apps Dynamic Pricing & Promotions Samples Video PURCH ASE INSPIRATION & EXPLORATI O N POS (B&M, Online) Service VALIDATIO N 15 Copyright 2017 Deloitte Development LLC. All rights reserved. Events POS Activation

U N I T E D A I R L I N E S

Average Daily Social Media Mentions Social Media mentioned the day after the incident and most were negative Increase in mentions 18 Copyright 2017 Deloitte Development LLC. All rights reserved. Source: Brandwatch

% OF RESPONDENTS PICKING UNITED WH EN AMONG PEOPLE WHO HAD HEARD OF UNITED RECENTLY AMONG PEOPLE WHO HAD NOT HEARD OF UNITED RECENTLY The United and American flights were identical The American Airlines flight had an extra layover The American Airlines flight cost $66 more The American Airlines flight had a layover and cost $66 more 21% 49% 43% 73% 51% 81% 56% 86% Source: Morning Consult

W E L L S F A R G O

U B E R

Riders deleted the app due to the #deleteuber campaign Fired after sexual harassment investigation sparked by Susan Fowler blog post Decline in valuation based on private market trading 25 Copyright 2017 Deloitte Development LLC. All rights reserved. Source: TechCrunch, NY Times

BRAND PROMISE BRAND DELIVERED

Executives do not feel well equipped to deal with reputational crises. What is your organization s level of readiness for a reputational crisis? because responsibility is not well defined, no one is truly accountable Who in your organization is responsible for reputation? Don't know or not applicable Optimized Don't know or not applicable CEO Maturing No formal role Not very CMO Somewhat Everyone in the organization CRO 27 Copyright 2017 Deloitte Development LLC. All rights reserved. Source: 300 respondents Deloitte

Of the value and positioning of our Brand DEFEND GROW With customer sentiment and how we deliver on our Brand promise RESPOND NURTURE And accountable across the C-Suite (CEO, CFO, CMO, CRO, COO, CHRO) on delivering on our Brand promise