Overview of successful brand relaunch for Pitney Bowes

1. Reinventing an 82 Year-old Company Through Branding Matthew Sawyer VP, Corporate Marketing December, 2005

6. Brand Assessment Identified need to evolve the brand rather than reinvent it Heritage Trusted Reliable Secure Maintain From To Change > > > > Senior Management Low-level decision Solutions provider for improving business process in mail and document management Single point Innovative, dynamic, confident Low profile, low energy Leaders, knowledgeable, flow of communication Just a “meter company”

9. 3) Introduce Branding Advertising was the first introduction of the new branding message to C-Suite target audience Unexpected genius for helping companies improve the creative flow of mail, documents and information. Late Timing of Information Sent to Wrong Target Positioning Creative Expression Subject Areas Inaccurate or Incorrect Information “ Engineering the flow of communication”

12. 4) Extend Campaign With a 360˚ Integrated Branding Strategy Advertising Call Center Sales calls & Presentations Service Calls Invoices Values Measures Attitude Tracking Coaching Newsletters Training Appraisals Recruitment PB Today Trade Shows Intranet Events Lobby & signage Support services Brochures PB.com Personality Operating Principles External Brand Positioning Vision Annual Report Product Design Power Talks Internal Direct Mail White Papers E-Mail Marketing E-Mail Marketing Posters PB Events Public Relations Nomenclature Growth Strategy

14. 39 pb.com Web Site

15. Online Tutorials

16. 39 Media Relations

17. “ One Company” Brand Look

18. Internal Newsletter

19. Trade Shows

20. Documents & Presentations

25. Results Exceeded Objectives 84% increase in media coverage 40% increase in media coverage 21% improvement in C-suite awareness of document management capabilities 20% increase in awareness of non-meter solutions 56% increase in C-suite understanding 20% increase in C-suite perception Results Objectives

27. Pitney Bowes Brand Value = $3 Billion Source : Deloitte & Touche, March 2005