1. B R A N D E X P E R I E N C E P L A N N I N G
T H E PAT H TO B E T T E R C O N N E C T I O N S

2. The whole is greater than the
sum of the parts.
- Aristotle
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3. The Path to Better
Connections
An Explanation
Key Inputs
Brand Experience Plan
Proving the Path

4. The Path to Better
Connections
An Explanation
Key Inputs
Brand Experience Plan
Proving the Path

5. Why create a
Brand Experience Plan?
Modern communications
should focus less on what
the consumer should buy,
and more on what they
should buy into.

6. What’s the value to
your clients?
Make every touchpoint more
valuable.
Utilize every marketing dollar for
maximum impact.
Provide a company-wide
communications blueprint.
Understand the evolution of your
brand.
Increase your ROI at every brand
interaction.

7. Develop and deliver the
right content in the right
context at the right time in
the right sequence

8. Context Matters
Message and media must
happily marry to breed better
experiences

9. The Path to Better
Connections
An Explanation
Key Inputs
Brand Experience Plan
Proving the Path

10. Brand Experience Plan Input and Output
Experience
Planning
Brand
Behavior
Interactive
Landscape
Consumer
Forensics
Success
Metrics
Strategic
Opportunities
Brand
Planning Choke Points
& Barriers
Creative
Focus &
Deliverables

11. The Ask
What environments or programs
can Mentos uniquely own to build
awareness in gum?

12. The Challenge
Identify the right context that
Mentos can uniquely own to
build awareness in gum
Consumer
Interests
Brand
Equity
Product
Attributes
Ownable
Context

13. Consumer
Interests
Brand
Equity
Product
Attributes

14. Fresh Matters Most
Competing brands are focused on
other functional benefits, but people
still just want fresh breath
43%
13%
Importance of Gum/Mints Benefits
Fresh Breath
Healthy Mouth
Source: Mintel International Group, 3/15/10

15. Consumer
Interests
Product
Attributes
Brand
Equity

16. Fresh
Health
“Protection”
AttitudeAttribute
Innocent
Innuendo
Clean, Not dirty
Re-establishYour
Position of Fresh in
the Gum Category
Redefine Fresh in
the brand’s attitude
and persona
Ridiculously Long Lasting
StimulateYour Senses
Extra Long Time

17. Fresh is the brand’s equity
and the product attribute

18. A
B
Fresh thinking that
solves life’s small
problems
The bite-sized catalyst for a fresh
take on the world

19. Brand
Equity
Product
Attributes
Consumer
Interests

20. Philosophy: Don’t let life happen to you
Highly ambitious
Heavy socializers
Believe they have more ability than most
Socially responsible
Social Strivers
DNA Profile
Source: MRI Doublebase 2010

21. 50% M/F
57% 18-34Years (Millennials & GenXers)
48% Single
66% Caucasian
19% African American
18% Hispanic
Social Strivers
Demographics
Source: MRI Doublebase 2010

22. Social Strivers
Attitudes + Values
Great Self-Expectations
“I strive to achieve high social status.” 163
“My goal is to make it to the top of my profession.” 162
“Preserving the environment is very important to me.” 123
Own the Leading Role
“I enjoy being the center of attention.” 179
“I must admit that I like to show off.” 175
Couture with a Conscience
“I’m influenced by what’s hot and what’s not.” 154
“I consider my fashion style to be trendy.” 147
“I mix and match high- and low-end designers when putting
an outfit together.” 139
Radiate Confidence
“I dress more fashionably than most people.” 188
“I consider myself sophisticated.” 146
“I feel I am more environmentally conscious than most.” 128
Love to Make a Splash
“I like to live a lifestyle that impresses others.” 181
“I wear designer brands partially to impress people.” 153
“I enjoy showing off my home to guests.” 132
Refuse the Mundane
“I’m always looking for a new thrill.” 184
“I like a lot of excitement in my life.” 161
“I like outrageous people and things.” 153
Source: MRI Doublebase 2010

23. Social Strivers
Media Profile
TV
@ Home
@ Work
Magazine
Newspaper
Radio
Outdoor
0 1 2 3 4 5
119
109
121
145
134
122
112
NOTE: Numbers in bar graph are indices vs. base.
TV
Meet the Press (147)
The Colbert Report (186)
The Soup (238)
Family Guy (195)
ESPN SportsCenter (188)
NBA Regular Season Games (171)
NFL Sunday Night Football (132)
Radio Formats
Alternative (151)
Rock (170)
Urban (192)
Magazines
Rolling Stone (184)
Cosmopolitan (217)
People (138)
Relish (146)
ESPN (208)
Car and Driver (145)
Discover (135)
Entertainment Weekly (151)
Food & Wine (146)
Newspaper Sections
Lifestyle (135)
Entertainment (123)
Sports (135)
Comics (121)
Source: MRI Doublebase 2010
MEDIA QUINTILES (low to high)

24. Consumer
Interests
Brand
Equity
Product
AttributesOwnable Context

25. Brand Behavior Own environments that give a
fresh outlook on the world

26. Environment 1
Comedy with a
Fresh Outlook
Segment ownership on the Daily Show or Colbert –
make them turn a funny/negative situation into a
positive one
Own trending videos on buzzfeed
Work withTosh.0 to create segment in his show
featuring most upbeatYouTube videos of the day

27. Environment 2
Fresh Beats
in Music
Create a presence at music festivals across the country –
stream concerts live to those who can’t attend
Sponsor the tour of a musician or band that has either a
positive message in their music or is a fresh, emerging artist

28. Environment 3
Fresh Faces
in Fashion
Collaborate with up-and-comingYouTube Fashion
sensations to share fashion advice and positive
critique (Anna Saccone – “The Style Diet”)

29. The Path to Better
Connections
An Explanation
Key Inputs
Brand Experience Plan
Proving the Path

30. Consumer Experience Path
RECEIVING/
PAYING
EATING
TELLING
(GOOD/BAD)
LOVING
PLANNING/
ORDERING
SEARCHING/
FINDING
THINKING/
CONSIDERING
WAITING

31. RECEIVING/
PAYING
EATING
TELLING
(GOOD/BAD)
LOVING
PLANNING/
ORDERING
SEARCHING/
FINDING
THINKING/
CONSIDERING
WAITING
Audience Size
Audience Involvement
Why is Understanding the Path Important?

32. Defining the Brand in the Marketplace
BRANDVOICE | We make your favorites because we believe any moment has the potential to be a favorite moment
BRAND BEHAVIOR | Spread contagious optimism
BRAND MISSION | We believe everyone should get the food they really want
RECEIVING/
PAYING
EATING
TELLING
(GOOD/BAD)
LOVING
PLANNING/
ORDERING
SEARCHING/
FINDING
THINKING/
CONSIDERING
WAITING

33. Source: Simmons Spring 2009 NCS Adult Full Year Study
Eating Machines
Life inTransition
18-34, full-time student/newly
employed
Never married
Likely to rent a house or own a
condominium
Has experienced major life
milestones in the past 12 months
and is likely to undergo more
changes in the next 12 months

34. Brand Experience Plan
BRANDVOICE | We make your favorites because we believe any moment has the potential to be a favorite moment
BRAND BEHAVIOR | Spread contagious optimism
BRAND MISSION | We believe everyone should get the food they really want
RECEIVING/
PAYING
EATING
TELLING
(GOOD/BAD)
LOVING
PLANNING/
ORDERING
SEARCHING/
FINDING
THINKING/
CONSIDERING
WAITING
Consumer Experience Path
WHAT DO THESE PEOPLE NEED/WANT?
“I really don’t
think about where
my next meal is
coming from until
I’m hungry.”
“It has to be super
easy to find
information and
and I want offers
relevant to me.”
“I order when I’m
hungry and I really
don’t think about
it sooner
than then.”
“Anticipation kills
me. I often call to
check on an order
if it’s taking too
long.”
“I like getting a
good deal without
having to ask
for it.”
“I always feel the
need to flavor up
my food.”
“I only share my
experiences with
friends when they
are either really
bad or good.”
“I like to associate
with brands that
make me seem
with it.”

35. Brand Experience Plan
BRANDVOICE | We make your favorites because we believe any moment has the potential to be a favorite moment
BRAND BEHAVIOR | Spread contagious optimism
BRAND MISSION | We believe everyone should get the food they really want
RECEIVING/
PAYING
EATING
TELLING
(GOOD/BAD)
LOVING
PLANNING/
ORDERING
SEARCHING/
FINDING
THINKING/
CONSIDERING
WAITING
Consumer Experience Path
WHAT DO THESE PEOPLE NEED/WANT?
HOW DO THEY FEEL ABOUT THIS EXPERIENCE TODAY?
/
“I really don’t
think about where
my next meal is
coming from until
I’m hungry.”
“It has to be super
easy to find
information and
and I want offers
relevant to me.”
“I order when I’m
hungry and I really
don’t think about
it sooner than
then.”
“Anticipation kills
me. I often call to
check on an order
if it’s taking too
long.”
“I like getting a
good deal without
having to ask for
it.”
“I always feel the
need to flavor up
my food.”
“I only share my
experiences with
friends when they
are either really
bad or good.”
“I like to associate
with brands that
make me seem
with it.”

36. Brand Experience Plan
WHAT SHOULD WE CONSIDER TO FULFILL THESE NEEDS?
RECEIVING/
PAYING
EATING
TELLING
(GOOD/BAD)
LOVING
PLANNING/
ORDERING
SEARCHING/
FINDING
THINKING/
CONSIDERING
WAITING
Consumer Experience Path
How can Pizza Hut
permeate guy
culture so that they
are top of mind?
How can we be at
their fingertips when
they want to order?
How can we tailor
offers to matter
more?
How do we have
preset ordering in
place for different
occasions?
How can we turn
waiting into a fun
time with the
family?
How do we show
our appreciation in
ways that really
matter to them?
How do we find
ways to recognize
those little favorite
moments or make
them favorite
experiences?
How do we
surprise them with
resolution to a
complaint and
show appreciation
for a compliment?
How do we prove
that we are a brand
worth their love?
WHAT WAYS CAN WE MAKE THIS COME ALIVE?
Radio (Terrestrial, Digital)
Mobile
OOH / Guerilla Tactics
Search / PH.com / Banner Ads Hut TV Social Media
Online Games
In-Restaurant Posters / Clings
TV Ads
Coupons
Love Bombs
Message
On Hold
Call Center
Email Response / CRM
Special Offers Artifacts
Love Bombs
Boxes / Receipts
Uniforms / Delivery Car Decals

37. It’s a CreativeTool and
an Organizing Principle

42. The Path to Better
Connections
An Explanation
Key Inputs
Brand Experience Plan
Proving the Path

43. New ways to capture learning
for proving a path

44. Recap
We have an opportunity to articulate
what the experience looks like today and
what we think the ideal experience
should be
It’s not a deliverable but a way of
working
It’s not a media check list but an ideation
stimulant
Our actions and opportunities across
the BEP should be viewed through the
lens of the brand/creative idea.