1. Why it matters
Kim Brandt
Manager, Marketing
FIFTH GEAR
2010

5.  Nouns
 Person
“A LOGO
 Place
 Thing
 Verb is NOT a
 Action Words BRAND.”

10. www.infifthgear.com

13.  The Fifth Gear brand in ACTION
 Which problems we solve
 The things we promise
 How we communicate
 The ways we react
 The service we provide
 Things we celebrate
 The boxes that we ship
 The way we serve our customers

14. Brands are what make
companies and products
stand out from the
crowd. They have an
essence, or spirit, and

15. Articulate
Value

16. Create
Trust
Articulate
Value

17. Build
Loyalty
Create Trust
Articulate
Value

18. Influence
Buying
Decisions
Build Loyalty
Create Trust
Articulate Value

19. Shift
Attention to
Intangibles
Influence
Buying
Decisions
Build Loyalty
Create Trust
Articulate Value

20. Command
Premium
$$
Shift
Attention to
Intangibles
Influence Buying
Decisions
Build Loyalty
Create Trust
Articulate Value

21. PROTECT
MARKET
SHARE
Command
Premium $$
Shift Attention
to Intangibles
Influence Buying
Decisions
Build Loyalty
Create Trust
Articulate Value

22.  Our corporate brand is our responsibility.
 We enable it at every level
 Warehouse
 Development
 Finance
 Human Resources

23.  Understand the impact from inside your
department
 Communicate SPECIFICALLY why brand
matters to your team
 Share the value of getting it right
 Pass on marketing campaigns to your team
 Insist on brand integrity
 Instill pride in the brand – make the brand
promise part of our culture

24. Ask Yourself . . .
 Would you tattoo the
brand on your
shoulder?
 Would you riot if the
brand ceased to

25.  Problem Solvers
 Be the Experts
 Bring Ideas to the Table
 Share Best in Class
Standards
 Prioritize
Responsiveness
 Resolve Issues
 THEME:
As their vendor, we
MUST be a well-oiled
machine

27. Fetch Dogs
Denali Ippolito Kaysie Tracy
Daisy Ansheles
Emma Roland
Buddy Doughty
Doug Howell
Lucy Roland
Gracie &
Gretchen
Kruysman
Lucy Lahme

28. FetchDog celebrates the
intimate, joyful relationship
between dogs and their owners,
especially women, through
shared experiences and useful
advice. We help to enhance the
lives of both dogs and dog
owners through the finest and
healthiest products and services
available.

30.  You are FetchDog
 Be Authentic – Ask about their dog.
 Be knowledgeable about the catalog and website.
 Resource guides
 Navigation
 Product information
 Be able to communicate our policies.
 Free shipping
 Returns
 Be able to make thoughtful product
recommendations.
 Breed
 Size
 You are FetchDog

31. We want to keep
encouraging you to
spend time with our
customers and to get to
know their dogs.
We want you to err on
the side of doing what’s
‘right’ for the customer.

32. WE:
 Are the voice of our
clients’ brands
 Are the source of
feedback for brand
satisfaction
 Can change a brand –