Brand Strategy

1
Brand Strategy

• David Howitt
• Todd Friedman

2
The Meriwether Group

• We are
• Meriwether Capital Partners
• Meriwether Accelerators
• Meriwether ID
• Meriwether Financial Services
• Meriwether Foundation
• We understand the heart and soul of success. We
  partner with ideas, entrepreneurs, and companies
  who strive to create the future.
• We partner with disruptive companies, who are
  either creating new categories or dramatically
  challenging the status quo of existing categories.

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Traditional View Of The World

• There is high tech and there is the rest of the
  world
• High tech companies
• The best technology wins
• Faster, better, cheaper
• Internally focused
• Consumer branded companies
• Design, marketing, branding
• Distribution channels
• Knowing the consumer
• Consumer focused, customer aware

4
Consumer Branded Technology

• The consumer is demanding that technology
  companies understand them and develop, brand, and
  market their products accordingly. Technical
  wizardry does not drive success.
• The imperative Be Consumer Focused
• Who is the consumer?
• Is it designed with them in mind?
• Does it resonate with them?
• Does it meet a need?
• Can they understand how to use it?
• Is it at a price they will pay?
• Consider
• iPod vs. everything else
• Tivo vs. other DVR
• Blu-ray and HD-DVD

5
Paths to Consumer Branded Technology Success

• Technology companies will need to develop
  competence in consumer branding to be successful.
  This can happen through
• Internal development
• Joint venture
• Licensing
• Partnership agreements
• Acquisition
• Many tech companies assume they can be successful
  by internally developing their competency few do
  it well

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Examples Where This Is Happening

• Nike/Apple
• Motorola/Dolce Gabbana
• Tivo
• Google
• Motorola RAZR
• Examples you will hear about
• Naturally Advanced Technologies
• Audiomojo