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BRANDING

Nick Baily Founder & CEO, Belgrave Trust

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Anyone who tells you that “branding” is the reason do do something has no f’king idea what they are talking about.

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•Customer Acquisition •Customer Retention •Customer Loyalty •Additional Stakeholders
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NAMING

•Your brand begins •Logo & URL are first •Your strategy informs •Changing it really sucks

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Anyone who tells you to ignore branding and marketing has no f’king idea what they are talking about.

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PLAN!

•Core Concept, Feelings •Forum or Medium •Audience •Actual Message

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Marketing
Rollout: Building A Compelling Message

PHASE 1

PRINCIPLE Luxury Leadership Markets New, Different, Exciting Controversy

FORUM Luxury Media Tech/Business Financial Press Mainstream & Green Media Activists

MESSAGE We are premium quality and exclusive This product is for leaders and innovators Market driven solutions are the best solution, this company is doing it A membership is the hot new thing gaining popularity among the elite, and praise from those in the know Markets must solve the problem, and ignoring this fact is naive The Belgrave Trust is the world’s leader in carbon offsets

PHASE 2

PHASE 3

PHASE 4

PHASE 5

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PHASE 6

Expertise

All Outlets

Marketing
Rollout: Media & Tastemakers
KEY MEDIA TARGETS
BORN RICH LUXIST NICHE MEDIA JANUS VISIONAIRE ROBB REPORT GENLUX

TECHCRUNCH WIRED LIFEHACKER CNET BOING BOING VERY SHORT LIST

THE ECONOMIST CALCULATED RISK FINANCIAL TIMES WALL ST . JOURNAL SEEKING ALPHA FORTUNE

USA TODAY NEWSWEEK NY TIMES AP & REUTERS NPR NETWORK TV

LUXURY

LEADERSHIP

MARKETS

MAINSTREAM

KARL LAGERFELD STEVE WYNN ROBERT POLET

MARK CUBAN JASON CALACANIS ELON MUSK JEFF JARVIS

RICHARD BRANSON THOMAS FRIEDMAN DAVID SHAW STEVEN COHEN

LEONARDO DICAPRIO TONY BLAIR GEORGE CLOONEY AL GORE

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PROSPECTIVE TASTEMAKERS

Marketing
Rollout: Building A Compelling Message

PHASE 1

PRINCIPLE Luxury Leadership Markets New, Different, Exciting Controversy

FORUM Luxury Media Tech/Business Financial Press Mainstream & Green Media Activists

MESSAGE We are premium quality and exclusive This product is for leaders and innovators Market driven solutions are the best solution, this company is doing it A membership is the hot new thing gaining popularity among the elite, and praise from those in the know Markets must solve the problem, and ignoring this fact is naive The Belgrave Trust is the world’s leader in carbon offsets

PHASE 2

PHASE 3

PHASE 4

PHASE 5

FOUNDER INSTITUTE

PHASE 6

Expertise

All Outlets

Marketing
Rollout: Building A Compelling Message

MAINSTREAM

MARKET EVANGELISTS

LEADERS AND INNOVATORS

LUXURY MEDIA AND TASTEMAKERS
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A Brand Built On A Solid Base Can’t Be Toppled

(yes it works in real life)

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PLAN!

•Core Concept, Feelings •Forum or Medium •Audience •Actual Message •AND TIMING

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Thanks!

Nicholas Baily, Founder & CEO Belgrave Climate Exchange, Inc. 450 Park Avenue South, 8th Floor New York City 10016
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nick@belgravetrust.com | 212.655.9567 www.belgravetrust.com

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