Sustainable Strategies in DaylightingResearch – Approach – Materials - Support

Welcome Everyone!

Sustainable Strategies in DaylightingResearch – Approach – Materials - Support

Why we are here

Sustainable Strategies in DaylightingResearch – Approach – Materials - Support

How we got hereLinda Byam

Sustainable Strategies in DaylightingResearch – Approach – Materials - Support

Our EvolutionScott Hauman

FINDING DUO-GARD’S BRAND VOICE

Goals

1.How can Duo-Gard build an authentic and purposeful brand

2.How can Duo-Gard leverage a brand in this new, ever-connected economy

What the heck is branding anyways?

Your brand isn’t what you say it is—it’s what they say it is.

70% only know you fairly well or just a little

= Awareness and storytelling barriers

Most significant influence on decision to select and engage Duo-Gard

= Ability to customize

70% feel Duo-Gard is a leading innovator in the field of polycarbonate technology

Top Strengths

= Superior Flexibility= Superior Customizable Solutions

Leading Brand Descriptors

= Accommodating (89%)= Forward-thinking (67%)

Duo-Gard Uniqueness and Specialness

= The offer and delivery of customization

The Competition

Duo-Gard | Internal to External Brand Communications Platform

Purpose

Mission

Vision

Trueline

Tagline

5: Tagline (An out-facing expression of your trueline)Forge ahead.

4: Trueline (An internal expression of Duo-Gard’s most compelling differentiator) Unmatched design and performance options that form tailored, integrated building solutions for architects and designers

3: Vision (A bold picture of the future to focus everyone’s efforts on the mission)Spaces in harmony…for every generation.

2: Mission (An over-arching strategy for achieving your purpose)Activate the global architecture, design and building marketplace to embrace and champion innovative sustainable building products

1: Purpose (The fundamental reason Duo-Gard is in business beyond making money)To be a catalyst for inspiring, sustainable building communities

Forge Ahead.™

Duo-Gard

Symbolizes:A “call-to-action” for designers, architects and builders to…• Advance• Meet today’s challenges• Collaborate and move forward• “You design it, dream it or

imagine it. We build it.” Reflects:• Skilled expertise• Craftsmanship• Partnership• Innovation• Guts and hard work

Brand Traits and Personality

Avid

Ambitious, passionate, striving

Canny

Keen, clever, imaginative

Adaptable

Flexible, nimble, fitting

Guiding

Beacon, ally, visionary

Forge Ahead.™

The Brand Story

Brand Story Elements

Forge Ahead

Duo-Gard

GuidingAdaptable

CannyAvid

Spaces in Harmony

The Brand Experience

The Brand Promise

The Brand Reward

Core Brand Stance:The Visionary: A Challenger brand setting out a much higher vision that transcends the category nature.

Key story points:• Forging integration of

new technologies is the key to the realization of sustainable products

• Duo-Gard strives to forge products that redefine the standard for performance

• Creative and innovative engineered solutions can be forged through collaboration

How the brand should look, speak and act

Does this align with the new platform?Does this reflect our new brand personality?Can this pair with the new tagline?Does this signal innovation?

Our Past Our Future

The Duo-Gardian Manifesto

Scott | 5 min.

Product/Vision

Mike & Dave10 min.

Living the Brand

Distribution of Gifts | Led by Julie10 min.

The Duo-Gardian Award

Led by Mike | 5 min.

Closing/Thank You/Toast

Led by Dave