ABOUT – BARKLEY®

About – Barkley®. We’re out to. prove the power. of creativity. Ideas are our. business—independence. our secret weapon. As a bunch of rule-breakers and orthodoxy-smashers, we’re always in beta. Diversity and inclusion fuel original thinking — and we’re committed to turning this belief into action every chance we

CPG – BARKLEY®

Experts. With 30 years of experience working with clients such as Walmart, Cargill, Weight Watchers and Anheuser-Busch, Brad leads Barkley’s consumer product strategy and generational research team. Chad brings nearly 20 years of experience working with brands like Smithfield-Farmland Foods and Anheuser-Busch to identify

research-driven

THE WHOLE BRAND PROJECT: MAY THE MOST WHOLE BRANDS WIN The Whole Brand Spectrum is your playground and tool for evolution: opportunity spotting, internal integration, collaboration, alignment, communication and growth. Whole brand thinking requires a simple shift in thinking: in today’s market, a brand is the sum of every experience a consumer has with a company or organization. It’s

everything.

BRAND BATTLES: SOUTHWEST AIRLINES VS. FRONTIER AIRLINES How a holistic strategy transformed the airline business. Summary: Two brands face off, measured across brand impact determinants and evaluated by their performance data in our latest study The 360° Advantage: How Whole Brands Dominate. In this Brand Battle, Southwest Airlines takes on Frontier, both low-cost carriers in a crowded, competitive category. DAIRY FARMERS OF AMERICA: MÜLÜ CAMPAIGN. Challenge. With impeccably chic beverages swarming social feeds, we needed an unexpected strategy that would entice millennial families to give milk a fair shot. Solution. For World Milk Day, we created Mülü, a campaign to bring a “new” product to the people. Featuring a stunning design ecosystem and flashy-but-true health

claims, we

BRAND BATTLES: BLUE CROSS AND BLUE SHIELD VS How a giant holds onto its lead. Summary: Two brands face off, measured across brand impact determinants and evaluated by their performance data in our latest study The 360° Advantage: How Whole Brands Dominate. In this Brand Battle, Blue Cross and Blue Shield—an association of regional non-profit health insurance carriers—takes on Aetna, a deep-pocket national brand. SPIRIT AIRLINES: REPOSITIONING AND REBRAND. Spirit offers base fares with a range of optional services, allowing customers to choose only the extras they value. But here’s the rub: It didn’t get credit for its unique and wildly misunderstood business model, earning a reputation for nickel-and-diming their

customers.

PLANET FITNESS: HISS OF SHAME CAMPAIGN. Solution. On the first of January, PF released a new TV spot roasting the over-intense spin category, which became an instant rallying cry for all those who want to workout, but who don’t in fear of being shamed. The “Hiss” execution reinforced Planet Fitness as the right choice for anyone who wants a pressure-free fitness experience

that

GETTING TO KNOW GEN Z GettinG to Know Gen Z: How THe PivoTal GeneraTion is DifferenT from millennials January 2017 THE PURPOSE ADVANTAGE Job Title* Mailing Address* City*

ABOUT – BARKLEY®

About – Barkley®. We’re out to. prove the power. of creativity. Ideas are our. business—independence. our secret weapon. As a bunch of rule-breakers and orthodoxy-smashers, we’re always in beta. Diversity and inclusion fuel original thinking — and we’re committed to turning this belief into action every chance we

CPG – BARKLEY®

Experts. With 30 years of experience working with clients such as Walmart, Cargill, Weight Watchers and Anheuser-Busch, Brad leads Barkley’s consumer product strategy and generational research team. Chad brings nearly 20 years of experience working with brands like Smithfield-Farmland Foods and Anheuser-Busch to identify

research-driven

THE WHOLE BRAND PROJECT: MAY THE MOST WHOLE BRANDS WIN The Whole Brand Spectrum is your playground and tool for evolution: opportunity spotting, internal integration, collaboration, alignment, communication and growth. Whole brand thinking requires a simple shift in thinking: in today’s market, a brand is the sum of every experience a consumer has with a company or organization. It’s

everything.

BRAND BATTLES: SOUTHWEST AIRLINES VS. FRONTIER AIRLINES How a holistic strategy transformed the airline business. Summary: Two brands face off, measured across brand impact determinants and evaluated by their performance data in our latest study The 360° Advantage: How Whole Brands Dominate. In this Brand Battle, Southwest Airlines takes on Frontier, both low-cost carriers in a crowded, competitive category. DAIRY FARMERS OF AMERICA: MÜLÜ CAMPAIGN. Challenge. With impeccably chic beverages swarming social feeds, we needed an unexpected strategy that would entice millennial families to give milk a fair shot. Solution. For World Milk Day, we created Mülü, a campaign to bring a “new” product to the people. Featuring a stunning design ecosystem and flashy-but-true health

claims, we

BRAND BATTLES: BLUE CROSS AND BLUE SHIELD VS How a giant holds onto its lead. Summary: Two brands face off, measured across brand impact determinants and evaluated by their performance data in our latest study The 360° Advantage: How Whole Brands Dominate. In this Brand Battle, Blue Cross and Blue Shield—an association of regional non-profit health insurance carriers—takes on Aetna, a deep-pocket national brand. SPIRIT AIRLINES: REPOSITIONING AND REBRAND. Spirit offers base fares with a range of optional services, allowing customers to choose only the extras they value. But here’s the rub: It didn’t get credit for its unique and wildly misunderstood business model, earning a reputation for nickel-and-diming their

customers.

PLANET FITNESS: HISS OF SHAME CAMPAIGN. Solution. On the first of January, PF released a new TV spot roasting the over-intense spin category, which became an instant rallying cry for all those who want to workout, but who don’t in fear of being shamed. The “Hiss” execution reinforced Planet Fitness as the right choice for anyone who wants a pressure-free fitness experience

that

GETTING TO KNOW GEN Z GettinG to Know Gen Z: How THe PivoTal GeneraTion is DifferenT from millennials January 2017 THE PURPOSE ADVANTAGE Job Title* Mailing Address* City*

ABOUT – BARKLEY®

About – Barkley®. We’re out to. prove the power. of creativity. Ideas are our. business—independence. our secret weapon. As a bunch of rule-breakers and orthodoxy-smashers, we’re always in beta. Diversity and inclusion fuel original thinking — and we’re committed to turning this belief into action every chance we get, from

the

SERVICES – BARKLEY® Content. Experiential. PR. Engagement + Media Plans. Data Strategy + Measurement. Expertise. From burgers to business models, our expertise spans five industries and just as many decades. About. Our job is to create a brand’s biggest possible future through problem-solving

creativity.

CONTACT – BARKLEY® Contact Barkley® New Business + Press Jason Parks, Chief Growth Officer Direct: (816) 813-3892 jparks@barkleyus.com. Human Resources + Employment Verification BRAND BATTLES: BLUE CROSS AND BLUE SHIELD VS. AETNA How a giant holds onto its lead. Summary: Two brands face off, measured across brand impact determinants and evaluated by their performance data in our latest study The 360° Advantage: How Whole Brands Dominate. In this Brand Battle, Blue Cross and Blue Shield—an association of regional non-profit health insurance carriers—takes on Aetna, a deep-pocket national brand. RESTAURANT – BARKLEY® With almost 30 years in the business, Jeff has an extensive history and passion for the restaurant industry. He helped grow Sonic Drive-Ins into a national brand with one of the most iconic fast food campaigns ever created, resurrected legacy brands like Dairy Queen and Krispy Kreme, and put newer brands on the map, including Wingstop and

WWW.BARKLEYUS.COM

www.barkleyus.com

CONSUMER OF THE FUTURE: FULL REPORT Consumer of the Future:Full Report. Full of noise, constant competition and easy access to just about everything, the modern market is congested with brands doing anything to stand out, while consumers too often respond by shutting off. Potent modern brands understand why: They listen to and study consumers, then evolve to

meet their needs.

MTROUSDALE@BARKLEYUS.COM Barkley Summer Series Discussions - Member Profile > Profile Page. User: mtrousdale@barkleyus.com, Title: New Member, THE POWER OF GEN Z INFLUENCE The Power of Gen Z Influence How the Pivotal Generation is Affecting Market Spend January 2018 THE PURPOSE ADVANTAGE Job Title* Mailing Address* City* BARKLEY® | WE BUILD MODERN BRANDS FOR MODERN CONSUMERS.IDEASEXPERTISESERVICESFUTURECASTABOUTCONTACT We build modern brands for modern consumers. The modern consumer is constantly evolving. Our ideas are fueled by insights that evolve even

faster.

ABOUT – BARKLEY®

About – Barkley®. We’re out to. prove the power. of creativity. Ideas are our. business—independence. our secret weapon. As a bunch of rule-breakers and orthodoxy-smashers, we’re always in beta. Diversity and inclusion fuel original thinking — and we’re committed to turning this belief into action every chance we

CPG – BARKLEY®

Experts. With 30 years of experience working with clients such as Walmart, Cargill, Weight Watchers and Anheuser-Busch, Brad leads Barkley’s consumer product strategy and generational research team. Chad brings nearly 20 years of experience working with brands like Smithfield-Farmland Foods and Anheuser-Busch to identify

research-driven

CONTACT – BARKLEY® Contact Barkley® New Business + Press Jason Parks, Chief Growth Officer Direct: (816) 813-3892 jparks@barkleyus.com. Human Resources + Employment Verification CAREERS – BARKLEY® It’s a state of mind, and a creative brief for our entire organization, from New York to Boulder. Our independence is a creative condition that keeps us nimble, brave in our careers, making things that mean something, and investing in the brands we work with—free from the anxiety of staying relevant. THE WHOLE BRAND PROJECT: MAY THE MOST WHOLE BRANDS WIN The Whole Brand Spectrum is your playground and tool for evolution: opportunity spotting, internal integration, collaboration, alignment, communication and growth. Whole brand thinking requires a simple shift in thinking: in today’s market, a brand is the sum of every experience a consumer has with a company or organization. It’s

everything.

BRAND BATTLES: SOUTHWEST AIRLINES VS. FRONTIER AIRLINES How a holistic strategy transformed the airline business. Summary: Two brands face off, measured across brand impact determinants and evaluated by their performance data in our latest study The 360° Advantage: How Whole Brands Dominate. In this Brand Battle, Southwest Airlines takes on Frontier, both low-cost carriers in a crowded, competitive category. DAIRY FARMERS OF AMERICA: MÜLÜ CAMPAIGN. Challenge. With impeccably chic beverages swarming social feeds, we needed an unexpected strategy that would entice millennial families to give milk a fair shot. Solution. For World Milk Day, we created Mülü, a campaign to bring a “new” product to the people. Featuring a stunning design ecosystem and flashy-but-true health

claims, we

SPIRIT AIRLINES: REPOSITIONING AND REBRAND. Spirit offers base fares with a range of optional services, allowing customers to choose only the extras they value. But here’s the rub: It didn’t get credit for its unique and wildly misunderstood business model, earning a reputation for nickel-and-diming their

customers.

GETTING TO KNOW GEN Z GettinG to Know Gen Z: How THe PivoTal GeneraTion is DifferenT from millennials January 2017 BARKLEY® | WE BUILD MODERN BRANDS FOR MODERN CONSUMERS.IDEASEXPERTISESERVICESFUTURECASTABOUTCONTACT We build modern brands for modern consumers. The modern consumer is constantly evolving. Our ideas are fueled by insights that evolve even

faster.

ABOUT – BARKLEY®

About – Barkley®. We’re out to. prove the power. of creativity. Ideas are our. business—independence. our secret weapon. As a bunch of rule-breakers and orthodoxy-smashers, we’re always in beta. Diversity and inclusion fuel original thinking — and we’re committed to turning this belief into action every chance we

CPG – BARKLEY®

Experts. With 30 years of experience working with clients such as Walmart, Cargill, Weight Watchers and Anheuser-Busch, Brad leads Barkley’s consumer product strategy and generational research team. Chad brings nearly 20 years of experience working with brands like Smithfield-Farmland Foods and Anheuser-Busch to identify

research-driven

CONTACT – BARKLEY® Contact Barkley® New Business + Press Jason Parks, Chief Growth Officer Direct: (816) 813-3892 jparks@barkleyus.com. Human Resources + Employment Verification CAREERS – BARKLEY® It’s a state of mind, and a creative brief for our entire organization, from New York to Boulder. Our independence is a creative condition that keeps us nimble, brave in our careers, making things that mean something, and investing in the brands we work with—free from the anxiety of staying relevant. THE WHOLE BRAND PROJECT: MAY THE MOST WHOLE BRANDS WIN The Whole Brand Spectrum is your playground and tool for evolution: opportunity spotting, internal integration, collaboration, alignment, communication and growth. Whole brand thinking requires a simple shift in thinking: in today’s market, a brand is the sum of every experience a consumer has with a company or organization. It’s

everything.

BRAND BATTLES: SOUTHWEST AIRLINES VS. FRONTIER AIRLINES How a holistic strategy transformed the airline business. Summary: Two brands face off, measured across brand impact determinants and evaluated by their performance data in our latest study The 360° Advantage: How Whole Brands Dominate. In this Brand Battle, Southwest Airlines takes on Frontier, both low-cost carriers in a crowded, competitive category. DAIRY FARMERS OF AMERICA: MÜLÜ CAMPAIGN. Challenge. With impeccably chic beverages swarming social feeds, we needed an unexpected strategy that would entice millennial families to give milk a fair shot. Solution. For World Milk Day, we created Mülü, a campaign to bring a “new” product to the people. Featuring a stunning design ecosystem and flashy-but-true health

claims, we

SPIRIT AIRLINES: REPOSITIONING AND REBRAND. Spirit offers base fares with a range of optional services, allowing customers to choose only the extras they value. But here’s the rub: It didn’t get credit for its unique and wildly misunderstood business model, earning a reputation for nickel-and-diming their

customers.

GETTING TO KNOW GEN Z GettinG to Know Gen Z: How THe PivoTal GeneraTion is DifferenT from millennials January 2017 SERVICES – BARKLEY® Content. Experiential. PR. Engagement + Media Plans. Data Strategy + Measurement. Expertise. From burgers to business models, our expertise spans five industries and just as many decades. About. Our job is to create a brand’s biggest possible future through problem-solving

creativity.

CONTACT – BARKLEY® Contact Barkley® New Business + Press Jason Parks, Chief Growth Officer Direct: (816) 813-3892 jparks@barkleyus.com. Human Resources + Employment Verification CAREERS – BARKLEY® It’s a state of mind, and a creative brief for our entire organization, from New York to Boulder. Our independence is a creative condition that keeps us nimble, brave in our careers, making things that mean something, and investing in the brands we work with—free from the anxiety of staying relevant. SIMPLEVIEW ANNOUNCES ALLIANCE WITH BARKLEY TO SERVE TOP Consumer Products, COVID-19, Education, Finance, Healthcare, Media, Millennial, More, Purpose, Restaurant, Retail, Scratch, Sustainability, The Useful Brand, Travel EXPERTISE – BARKLEY® Where modern consumer knowledge meets category experience. We love cookies and bake them fresh every Wednesday afternoon. We also use

them to both

FROM ADD GOOD TO B CORP: HOW WHOLE BRAND THINKING LED TO From Add Good to B Corp: How whole brand thinking led to our latest moonshot. At the heart of Barkley is a core belief that impacts everything we do: Add good. Through our work. For our culture. And from the time and talent we give in our communities. In 2020, we turned this belief into rocket fuel for our ambition. COVID-19’S IMPACT ON THE JOURNEY TO ADULTHOOD Gen Z and COVID-19!5 02 Post-High School Seeking Exploration Not everyone enters directly into college after high school, or chooses to go at all. For this group, the time after high school is

ONE BARKLEY

v Ideas for staying productive Keeping a positive attitude goes a long way in times of stress. Take time every day for gratitude. Do everything possible to maintain your normal work schedule. Start at the same time and (importantly) end your day. Do not feel you need to be working 24/7. It will lead to burnout. Designate a distraction-free work space in your home. URBAN LEAGUE: EQUAL TO THE CHALLENGE We found our answer in our Idea: “Equal to the challenge.” By using equity and equality as our guide, we created a design system to honor the legacy of civil rights protest and reflect the new imperatives of the Black Lives Matter movement, combining key elements from Urban League history with centennial year branding and messaging as direct and on-the-street as the moment. CONSUMER OF THE FUTURE Consumer Of The Future Insights on Fast Food, Consumer Packaged Goods, Fashion & Apparel and Personal Care & Beauty January 2019 BARKLEY® | WE BUILD MODERN BRANDS FOR MODERN CONSUMERS.IDEASEXPERTISESERVICESFUTURECASTABOUTCONTACT We build modern brands for modern consumers. The modern consumer is constantly evolving. Our ideas are fueled by insights that evolve even

faster.

ABOUT – BARKLEY®

About – Barkley®. We’re out to. prove the power. of creativity. Ideas are our. business—independence. our secret weapon. As a bunch of rule-breakers and orthodoxy-smashers, we’re always in beta. Diversity and inclusion fuel original thinking — and we’re committed to turning this belief into action every chance we

CPG – BARKLEY®

Experts. With 30 years of experience working with clients such as Walmart, Cargill, Weight Watchers and Anheuser-Busch, Brad leads Barkley’s consumer product strategy and generational research team. Chad brings nearly 20 years of experience working with brands like Smithfield-Farmland Foods and Anheuser-Busch to identify

research-driven

CONTACT – BARKLEY® Contact Barkley® New Business + Press Jason Parks, Chief Growth Officer Direct: (816) 813-3892 jparks@barkleyus.com. Human Resources + Employment Verification CAREERS – BARKLEY® It’s a state of mind, and a creative brief for our entire organization, from New York to Boulder. Our independence is a creative condition that keeps us nimble, brave in our careers, making things that mean something, and investing in the brands we work with—free from the anxiety of staying relevant. THE WHOLE BRAND PROJECT: MAY THE MOST WHOLE BRANDS WIN The Whole Brand Spectrum is your playground and tool for evolution: opportunity spotting, internal integration, collaboration, alignment, communication and growth. Whole brand thinking requires a simple shift in thinking: in today’s market, a brand is the sum of every experience a consumer has with a company or organization. It’s

everything.

BRAND BATTLES: SOUTHWEST AIRLINES VS. FRONTIER AIRLINES How a holistic strategy transformed the airline business. Summary: Two brands face off, measured across brand impact determinants and evaluated by their performance data in our latest study The 360° Advantage: How Whole Brands Dominate. In this Brand Battle, Southwest Airlines takes on Frontier, both low-cost carriers in a crowded, competitive category. DAIRY FARMERS OF AMERICA: MÜLÜ CAMPAIGN. Challenge. With impeccably chic beverages swarming social feeds, we needed an unexpected strategy that would entice millennial families to give milk a fair shot. Solution. For World Milk Day, we created Mülü, a campaign to bring a “new” product to the people. Featuring a stunning design ecosystem and flashy-but-true health

claims, we

SPIRIT AIRLINES: REPOSITIONING AND REBRAND. Spirit offers base fares with a range of optional services, allowing customers to choose only the extras they value. But here’s the rub: It didn’t get credit for its unique and wildly misunderstood business model, earning a reputation for nickel-and-diming their

customers.

GETTING TO KNOW GEN Z GettinG to Know Gen Z: How THe PivoTal GeneraTion is DifferenT from millennials January 2017 BARKLEY® | WE BUILD MODERN BRANDS FOR MODERN CONSUMERS.IDEASEXPERTISESERVICESFUTURECASTABOUTCONTACT We build modern brands for modern consumers. The modern consumer is constantly evolving. Our ideas are fueled by insights that evolve even

faster.

ABOUT – BARKLEY®

About – Barkley®. We’re out to. prove the power. of creativity. Ideas are our. business—independence. our secret weapon. As a bunch of rule-breakers and orthodoxy-smashers, we’re always in beta. Diversity and inclusion fuel original thinking — and we’re committed to turning this belief into action every chance we

CPG – BARKLEY®

Experts. With 30 years of experience working with clients such as Walmart, Cargill, Weight Watchers and Anheuser-Busch, Brad leads Barkley’s consumer product strategy and generational research team. Chad brings nearly 20 years of experience working with brands like Smithfield-Farmland Foods and Anheuser-Busch to identify

research-driven

CONTACT – BARKLEY® Contact Barkley® New Business + Press Jason Parks, Chief Growth Officer Direct: (816) 813-3892 jparks@barkleyus.com. Human Resources + Employment Verification CAREERS – BARKLEY® It’s a state of mind, and a creative brief for our entire organization, from New York to Boulder. Our independence is a creative condition that keeps us nimble, brave in our careers, making things that mean something, and investing in the brands we work with—free from the anxiety of staying relevant. THE WHOLE BRAND PROJECT: MAY THE MOST WHOLE BRANDS WIN The Whole Brand Spectrum is your playground and tool for evolution: opportunity spotting, internal integration, collaboration, alignment, communication and growth. Whole brand thinking requires a simple shift in thinking: in today’s market, a brand is the sum of every experience a consumer has with a company or organization. It’s

everything.

BRAND BATTLES: SOUTHWEST AIRLINES VS. FRONTIER AIRLINES How a holistic strategy transformed the airline business. Summary: Two brands face off, measured across brand impact determinants and evaluated by their performance data in our latest study The 360° Advantage: How Whole Brands Dominate. In this Brand Battle, Southwest Airlines takes on Frontier, both low-cost carriers in a crowded, competitive category. DAIRY FARMERS OF AMERICA: MÜLÜ CAMPAIGN. Challenge. With impeccably chic beverages swarming social feeds, we needed an unexpected strategy that would entice millennial families to give milk a fair shot. Solution. For World Milk Day, we created Mülü, a campaign to bring a “new” product to the people. Featuring a stunning design ecosystem and flashy-but-true health

claims, we

SPIRIT AIRLINES: REPOSITIONING AND REBRAND. Spirit offers base fares with a range of optional services, allowing customers to choose only the extras they value. But here’s the rub: It didn’t get credit for its unique and wildly misunderstood business model, earning a reputation for nickel-and-diming their

customers.

GETTING TO KNOW GEN Z GettinG to Know Gen Z: How THe PivoTal GeneraTion is DifferenT from millennials January 2017 SERVICES – BARKLEY® Content. Experiential. PR. Engagement + Media Plans. Data Strategy + Measurement. Expertise. From burgers to business models, our expertise spans five industries and just as many decades. About. Our job is to create a brand’s biggest possible future through problem-solving

creativity.

CONTACT – BARKLEY® Contact Barkley® New Business + Press Jason Parks, Chief Growth Officer Direct: (816) 813-3892 jparks@barkleyus.com. Human Resources + Employment Verification CAREERS – BARKLEY® It’s a state of mind, and a creative brief for our entire organization, from New York to Boulder. Our independence is a creative condition that keeps us nimble, brave in our careers, making things that mean something, and investing in the brands we work with—free from the anxiety of staying relevant. SIMPLEVIEW ANNOUNCES ALLIANCE WITH BARKLEY TO SERVE TOP Consumer Products, COVID-19, Education, Finance, Healthcare, Media, Millennial, More, Purpose, Restaurant, Retail, Scratch, Sustainability, The Useful Brand, Travel EXPERTISE – BARKLEY® Where modern consumer knowledge meets category experience. We love cookies and bake them fresh every Wednesday afternoon. We also use

them to both

FROM ADD GOOD TO B CORP: HOW WHOLE BRAND THINKING LED TO From Add Good to B Corp: How whole brand thinking led to our latest moonshot. At the heart of Barkley is a core belief that impacts everything we do: Add good. Through our work. For our culture. And from the time and talent we give in our communities. In 2020, we turned this belief into rocket fuel for our ambition. COVID-19’S IMPACT ON THE JOURNEY TO ADULTHOOD Gen Z and COVID-19!5 02 Post-High School Seeking Exploration Not everyone enters directly into college after high school, or chooses to go at all. For this group, the time after high school is

ONE BARKLEY

v Ideas for staying productive Keeping a positive attitude goes a long way in times of stress. Take time every day for gratitude. Do everything possible to maintain your normal work schedule. Start at the same time and (importantly) end your day. Do not feel you need to be working 24/7. It will lead to burnout. Designate a distraction-free work space in your home. URBAN LEAGUE: EQUAL TO THE CHALLENGE We found our answer in our Idea: “Equal to the challenge.” By using equity and equality as our guide, we created a design system to honor the legacy of civil rights protest and reflect the new imperatives of the Black Lives Matter movement, combining key elements from Urban League history with centennial year branding and messaging as direct and on-the-street as the moment. CONSUMER OF THE FUTURE Consumer Of The Future Insights on Fast Food, Consumer Packaged Goods, Fashion & Apparel and Personal Care & Beauty January 2019

CPG – BARKLEY®

Experts. With 30 years of experience working with clients such as Walmart, Cargill, Weight Watchers and Anheuser-Busch, Brad leads Barkley’s consumer product strategy and generational research team. Chad brings nearly 20 years of experience working with brands like Smithfield-Farmland Foods and Anheuser-Busch to identify

research-driven

THE WHOLE BRAND PROJECT: MAY THE MOST WHOLE BRANDS WIN The Whole Brand Spectrum is your playground and tool for evolution: opportunity spotting, internal integration, collaboration, alignment, communication and growth. Whole brand thinking requires a simple shift in thinking: in today’s market, a brand is the sum of every experience a consumer has with a company or organization. It’s

everything.

BRAND BATTLES: SOUTHWEST AIRLINES VS. FRONTIER AIRLINES How a holistic strategy transformed the airline business. Summary: Two brands face off, measured across brand impact determinants and evaluated by their performance data in our latest study The 360° Advantage: How Whole Brands Dominate. In this Brand Battle, Southwest Airlines takes on Frontier, both low-cost carriers in a crowded, competitive category. DAIRY FARMERS OF AMERICA: MÜLÜ CAMPAIGN. Challenge. With impeccably chic beverages swarming social feeds, we needed an unexpected strategy that would entice millennial families to give milk a fair shot. Solution. For World Milk Day, we created Mülü, a campaign to bring a “new” product to the people. Featuring a stunning design ecosystem and flashy-but-true health

claims, we

DAIRY QUEEN: FAN FOOD CAMPAIGN. We also needed to get into the fast food conversation and differentiate all at the same time. Solution. A new tagline, Fan Food. Not fast food. transformed every aspect of the brand from local store marketing to product development. And to kick it all off, we enlisted our #1 Fan and owner, Warren Buffett, to serve the First Blizzard of

Summer.

AN OPEN BRIEF TO INVENT YOUR FUTURE NOW. The Barkley COVID-19 POV 2 An open brief to invent your future now 4 Next, use the Peak Phase of the COVID consumer journey and its specific need states. Below are consumer need states derived from Barkley social listening research. SPIRIT AIRLINES: REPOSITIONING AND REBRAND. Spirit offers base fares with a range of optional services, allowing customers to choose only the extras they value. But here’s the rub: It didn’t get credit for its unique and wildly misunderstood business model, earning a reputation for nickel-and-diming their

customers.

PLANET FITNESS: HISS OF SHAME CAMPAIGN. Solution. On the first of January, PF released a new TV spot roasting the over-intense spin category, which became an instant rallying cry for all those who want to workout, but who don’t in fear of being shamed. The “Hiss” execution reinforced Planet Fitness as the right choice for anyone who wants a pressure-free fitness experience

that

GETTING TO KNOW GEN Z GettinG to Know Gen Z: How THe PivoTal GeneraTion is DifferenT from millennials January 2017 THE PURPOSE ADVANTAGE The Purpose Advantage

CPG – BARKLEY®

Experts. With 30 years of experience working with clients such as Walmart, Cargill, Weight Watchers and Anheuser-Busch, Brad leads Barkley’s consumer product strategy and generational research team. Chad brings nearly 20 years of experience working with brands like Smithfield-Farmland Foods and Anheuser-Busch to identify

research-driven

THE WHOLE BRAND PROJECT: MAY THE MOST WHOLE BRANDS WIN The Whole Brand Spectrum is your playground and tool for evolution: opportunity spotting, internal integration, collaboration, alignment, communication and growth. Whole brand thinking requires a simple shift in thinking: in today’s market, a brand is the sum of every experience a consumer has with a company or organization. It’s

everything.

BRAND BATTLES: SOUTHWEST AIRLINES VS. FRONTIER AIRLINES How a holistic strategy transformed the airline business. Summary: Two brands face off, measured across brand impact determinants and evaluated by their performance data in our latest study The 360° Advantage: How Whole Brands Dominate. In this Brand Battle, Southwest Airlines takes on Frontier, both low-cost carriers in a crowded, competitive category. DAIRY FARMERS OF AMERICA: MÜLÜ CAMPAIGN. Challenge. With impeccably chic beverages swarming social feeds, we needed an unexpected strategy that would entice millennial families to give milk a fair shot. Solution. For World Milk Day, we created Mülü, a campaign to bring a “new” product to the people. Featuring a stunning design ecosystem and flashy-but-true health

claims, we

DAIRY QUEEN: FAN FOOD CAMPAIGN. We also needed to get into the fast food conversation and differentiate all at the same time. Solution. A new tagline, Fan Food. Not fast food. transformed every aspect of the brand from local store marketing to product development. And to kick it all off, we enlisted our #1 Fan and owner, Warren Buffett, to serve the First Blizzard of

Summer.

AN OPEN BRIEF TO INVENT YOUR FUTURE NOW. The Barkley COVID-19 POV 2 An open brief to invent your future now 4 Next, use the Peak Phase of the COVID consumer journey and its specific need states. Below are consumer need states derived from Barkley social listening research. SPIRIT AIRLINES: REPOSITIONING AND REBRAND. Spirit offers base fares with a range of optional services, allowing customers to choose only the extras they value. But here’s the rub: It didn’t get credit for its unique and wildly misunderstood business model, earning a reputation for nickel-and-diming their

customers.

PLANET FITNESS: HISS OF SHAME CAMPAIGN. Solution. On the first of January, PF released a new TV spot roasting the over-intense spin category, which became an instant rallying cry for all those who want to workout, but who don’t in fear of being shamed. The “Hiss” execution reinforced Planet Fitness as the right choice for anyone who wants a pressure-free fitness experience

that

GETTING TO KNOW GEN Z GettinG to Know Gen Z: How THe PivoTal GeneraTion is DifferenT from millennials January 2017 THE PURPOSE ADVANTAGE The Purpose Advantage BARKLEY® | WE BUILD MODERN BRANDS FOR MODERN CONSUMERS. We build modern brands for modern consumers. The modern consumer is constantly evolving. Our ideas are fueled by insights that evolve even

faster.

ABOUT – BARKLEY®

About – Barkley®. We’re out to. prove the power. of creativity. Ideas are our. business—independence. our secret weapon. As a bunch of rule-breakers and orthodoxy-smashers, we’re always in beta. Diversity and inclusion fuel original thinking — and we’re committed to turning this belief into action every chance we get, from

the

SERVICES – BARKLEY® Content. Experiential. PR. Engagement + Media Plans. Data Strategy + Measurement. Expertise. From burgers to business models, our expertise spans five industries and just as many decades. About. Our job is to create a brand’s biggest possible future through problem-solving

creativity.

RESTAURANT – BARKLEY® With almost 30 years in the business, Jeff has an extensive history and passion for the restaurant industry. He helped grow Sonic Drive-Ins into a national brand with one of the most iconic fast food campaigns ever created, resurrected legacy brands like Dairy Queen and Krispy Kreme, and put newer brands on the map, including Wingstop and CAREERS – BARKLEY® It’s a state of mind, and a creative brief for our entire organization, from New York to Boulder. Our independence is a creative condition that keeps us nimble, brave in our careers, making things that mean something, and investing in the brands we work with—free from the anxiety of staying relevant. COVID-19’S IMPACT ON THE JOURNEY TO ADULTHOOD Gen Z and COVID-19!5 02 Post-High School Seeking Exploration Not everyone enters directly into college after high school, or chooses to go at all. For this group, the time after high school is BRAND BATTLES: BLUE CROSS AND BLUE SHIELD VS How a giant holds onto its lead. Summary: Two brands face off, measured across brand impact determinants and evaluated by their performance data in our latest study The 360° Advantage: How Whole Brands Dominate. In this Brand Battle, Blue Cross and Blue Shield—an association of regional non-profit health insurance carriers—takes on Aetna, a deep-pocket national brand.

WWW.BARKLEYUS.COM

www.barkleyus.com

THE PURPOSE ADVANTAGE The Purpose Advantage THE POWER OF GEN Z INFLUENCE The Power of Gen Z Influence How the Pivotal Generation is Affecting Market Spend January 2018 BARKLEY® | WE BUILD MODERN BRANDS FOR MODERN CONSUMERS.IDEASEXPERTISESERVICESFUTURECASTABOUTCONTACT We build modern brands for modern consumers. The modern consumer is constantly evolving. Our ideas are fueled by insights that evolve even

faster.

ABOUT – BARKLEY®

About – Barkley®. We’re out to. prove the power. of creativity. Ideas are our. business—independence. our secret weapon. As a bunch of rule-breakers and orthodoxy-smashers, we’re always in beta. Diversity and inclusion fuel original thinking — and we’re committed to turning this belief into action every chance we BRAND BATTLES: SOUTHWEST AIRLINES VS. FRONTIER AIRLINESAMERICAN AIRLINES VS FRONTIER AIRLINESCHEAP FLIGHTS ON FRONTIER AIRLINES How a holistic strategy transformed the airline business. Summary: Two brands face off, measured across brand impact determinants and evaluated by their performance data in our latest study The 360° Advantage: How Whole Brands Dominate. In this Brand Battle, Southwest Airlines takes on Frontier, both low-cost carriers in a crowded, competitive category.

CPG – BARKLEY®

Experts. With 30 years of experience working with clients such as Walmart, Cargill, Weight Watchers and Anheuser-Busch, Brad leads Barkley’s consumer product strategy and generational research team. Chad brings nearly 20 years of experience working with brands like Smithfield-Farmland Foods and Anheuser-Busch to identify

research-driven

THE WHOLE BRAND PROJECT: MAY THE MOST WHOLE BRANDS WIN The Whole Brand Spectrum is your playground and tool for evolution: opportunity spotting, internal integration, collaboration, alignment, communication and growth. Whole brand thinking requires a simple shift in thinking: in today’s market, a brand is the sum of every experience a consumer has with a company or organization. It’s

everything.

DAIRY QUEEN: FAN FOOD CAMPAIGN. We also needed to get into the fast food conversation and differentiate all at the same time. Solution. A new tagline, Fan Food. Not fast food. transformed every aspect of the brand from local store marketing to product development. And to kick it all off, we enlisted our #1 Fan and owner, Warren Buffett, to serve the First Blizzard of

Summer.

DAIRY FARMERS OF AMERICA: MÜLÜ CAMPAIGN. Challenge. With impeccably chic beverages swarming social feeds, we needed an unexpected strategy that would entice millennial families to give milk a fair shot. Solution. For World Milk Day, we created Mülü, a campaign to bring a “new” product to the people. Featuring a stunning design ecosystem and flashy-but-true health

claims, we

SPIRIT AIRLINES: REPOSITIONING AND REBRAND. Spirit offers base fares with a range of optional services, allowing customers to choose only the extras they value. But here’s the rub: It didn’t get credit for its unique and wildly misunderstood business model, earning a reputation for nickel-and-diming their

customers.

GETTING TO KNOW GEN Z GettinG to Know Gen Z: How THe PivoTal GeneraTion is DifferenT from millennials January 2017 THE PURPOSE ADVANTAGE The Purpose Advantage BARKLEY® | WE BUILD MODERN BRANDS FOR MODERN CONSUMERS.IDEASEXPERTISESERVICESFUTURECASTABOUTCONTACT We build modern brands for modern consumers. The modern consumer is constantly evolving. Our ideas are fueled by insights that evolve even

faster.

ABOUT – BARKLEY®

About – Barkley®. We’re out to. prove the power. of creativity. Ideas are our. business—independence. our secret weapon. As a bunch of rule-breakers and orthodoxy-smashers, we’re always in beta. Diversity and inclusion fuel original thinking — and we’re committed to turning this belief into action every chance we

CPG – BARKLEY®

Experts. With 30 years of experience working with clients such as Walmart, Cargill, Weight Watchers and Anheuser-Busch, Brad leads Barkley’s consumer product strategy and generational research team. Chad brings nearly 20 years of experience working with brands like Smithfield-Farmland Foods and Anheuser-Busch to identify

research-driven

BRAND BATTLES: SOUTHWEST AIRLINES VS. FRONTIER AIRLINESAMERICAN AIRLINES VS FRONTIER AIRLINESCHEAP FLIGHTS ON FRONTIER AIRLINES How a holistic strategy transformed the airline business. Summary: Two brands face off, measured across brand impact determinants and evaluated by their performance data in our latest study The 360° Advantage: How Whole Brands Dominate. In this Brand Battle, Southwest Airlines takes on Frontier, both low-cost carriers in a crowded, competitive category. THE WHOLE BRAND PROJECT: MAY THE MOST WHOLE BRANDS WIN The Whole Brand Spectrum is your playground and tool for evolution: opportunity spotting, internal integration, collaboration, alignment, communication and growth. Whole brand thinking requires a simple shift in thinking: in today’s market, a brand is the sum of every experience a consumer has with a company or organization. It’s

everything.

DAIRY QUEEN: FAN FOOD CAMPAIGN. We also needed to get into the fast food conversation and differentiate all at the same time. Solution. A new tagline, Fan Food. Not fast food. transformed every aspect of the brand from local store marketing to product development. And to kick it all off, we enlisted our #1 Fan and owner, Warren Buffett, to serve the First Blizzard of

Summer.

DAIRY FARMERS OF AMERICA: MÜLÜ CAMPAIGN. Challenge. With impeccably chic beverages swarming social feeds, we needed an unexpected strategy that would entice millennial families to give milk a fair shot. Solution. For World Milk Day, we created Mülü, a campaign to bring a “new” product to the people. Featuring a stunning design ecosystem and flashy-but-true health

claims, we

SPIRIT AIRLINES: REPOSITIONING AND REBRAND. Spirit offers base fares with a range of optional services, allowing customers to choose only the extras they value. But here’s the rub: It didn’t get credit for its unique and wildly misunderstood business model, earning a reputation for nickel-and-diming their

customers.

GETTING TO KNOW GEN Z GettinG to Know Gen Z: How THe PivoTal GeneraTion is DifferenT from millennials January 2017 THE PURPOSE ADVANTAGE The Purpose Advantage SERVICES – BARKLEY® Content. Experiential. PR. Engagement + Media Plans. Data Strategy + Measurement. Expertise. From burgers to business models, our expertise spans five industries and just as many decades. About. Our job is to create a brand’s biggest possible future through problem-solving

creativity.

CONTACT – BARKLEY® Contact Barkley® New Business + Press Jason Parks, Chief Growth Officer Direct: (816) 813-3892 jparks@barkleyus.com. Human Resources + Employment Verification RESTAURANT – BARKLEY® With almost 30 years in the business, Jeff has an extensive history and passion for the restaurant industry. He helped grow Sonic Drive-Ins into a national brand with one of the most iconic fast food campaigns ever created, resurrected legacy brands like Dairy Queen and Krispy Kreme, and put newer brands on the map, including Wingstop and AN OPEN BRIEF TO INVENT YOUR FUTURE NOW. The Barkley COVID-19 POV 2 An open brief to invent your future now 4 Next, use the Peak Phase of the COVID consumer journey and its specific need states. Below are consumer need states derived from Barkley social listening research.

HEALTHCARE ARCHIVES

We love cookies and bake them fresh every Wednesday afternoon. We also use them to both improve your user experience and deliver better

content to you.

WWW.BARKLEYUS.COM

www.barkleyus.com

PLANET FITNESS: BLACK CARD® CAMPAIGN. Planet Fitness needed to lessen fear and remove intimidation for prospective members with a strategy that helped gym-goers get the most out of their membership—and share the experience with a friend. Anytime. At any location. Solution. We introduced a new physical Planet Fitness Black Card® and tagline, All The Perks, and launched a

fully

MISSOURI LOTTERY: PLAY IT FORWARD CAMPAIGN. Missouri Lottery: Play It Forward campaign. State lottery game sales across the country go to support various good causes. We were tasked to turn Missouri Lottery’s built-in purpose of raising funds for public education into a rally cry for players and lottery retailers. THE PURPOSE ADVANTAGE The Purpose Advantage THE POWER OF GEN Z INFLUENCE The Power of Gen Z Influence How the Pivotal Generation is Affecting Market Spend January 2018 BARKLEY® | WE BUILD MODERN BRANDS FOR MODERN CONSUMERS.IDEASEXPERTISESERVICESFUTURECASTABOUTCONTACT We build modern brands for modern consumers. The modern consumer is constantly evolving. Our ideas are fueled by insights that evolve even

faster.

ABOUT – BARKLEY®

About – Barkley®. We’re out to. prove the power. of creativity. Ideas are our. business—independence. our secret weapon. As a bunch of rule-breakers and orthodoxy-smashers, we’re always in beta. Diversity and inclusion fuel original thinking — and we’re committed to turning this belief into action every chance we BRAND BATTLES: SOUTHWEST AIRLINES VS. FRONTIER AIRLINESAMERICAN AIRLINES VS FRONTIER AIRLINESCHEAP FLIGHTS ON FRONTIER AIRLINES How a holistic strategy transformed the airline business. Summary: Two brands face off, measured across brand impact determinants and evaluated by their performance data in our latest study The 360° Advantage: How Whole Brands Dominate. In this Brand Battle, Southwest Airlines takes on Frontier, both low-cost carriers in a crowded, competitive category.

CPG – BARKLEY®

Experts. With 30 years of experience working with clients such as Walmart, Cargill, Weight Watchers and Anheuser-Busch, Brad leads Barkley’s consumer product strategy and generational research team. Chad brings nearly 20 years of experience working with brands like Smithfield-Farmland Foods and Anheuser-Busch to identify

research-driven

THE WHOLE BRAND PROJECT: MAY THE MOST WHOLE BRANDS WIN The Whole Brand Spectrum is your playground and tool for evolution: opportunity spotting, internal integration, collaboration, alignment, communication and growth. Whole brand thinking requires a simple shift in thinking: in today’s market, a brand is the sum of every experience a consumer has with a company or organization. It’s

everything.

DAIRY QUEEN: FAN FOOD CAMPAIGN. We also needed to get into the fast food conversation and differentiate all at the same time. Solution. A new tagline, Fan Food. Not fast food. transformed every aspect of the brand from local store marketing to product development. And to kick it all off, we enlisted our #1 Fan and owner, Warren Buffett, to serve the First Blizzard of

Summer.

DAIRY FARMERS OF AMERICA: MÜLÜ CAMPAIGN. Challenge. With impeccably chic beverages swarming social feeds, we needed an unexpected strategy that would entice millennial families to give milk a fair shot. Solution. For World Milk Day, we created Mülü, a campaign to bring a “new” product to the people. Featuring a stunning design ecosystem and flashy-but-true health

claims, we

SPIRIT AIRLINES: REPOSITIONING AND REBRAND. Spirit offers base fares with a range of optional services, allowing customers to choose only the extras they value. But here’s the rub: It didn’t get credit for its unique and wildly misunderstood business model, earning a reputation for nickel-and-diming their

customers.

GETTING TO KNOW GEN Z GettinG to Know Gen Z: How THe PivoTal GeneraTion is DifferenT from millennials January 2017 THE PURPOSE ADVANTAGE The Purpose Advantage BARKLEY® | WE BUILD MODERN BRANDS FOR MODERN CONSUMERS.IDEASEXPERTISESERVICESFUTURECASTABOUTCONTACT We build modern brands for modern consumers. The modern consumer is constantly evolving. Our ideas are fueled by insights that evolve even

faster.

ABOUT – BARKLEY®

About – Barkley®. We’re out to. prove the power. of creativity. Ideas are our. business—independence. our secret weapon. As a bunch of rule-breakers and orthodoxy-smashers, we’re always in beta. Diversity and inclusion fuel original thinking — and we’re committed to turning this belief into action every chance we BRAND BATTLES: SOUTHWEST AIRLINES VS. FRONTIER AIRLINESAMERICAN AIRLINES VS FRONTIER AIRLINESCHEAP FLIGHTS ON FRONTIER AIRLINES How a holistic strategy transformed the airline business. Summary: Two brands face off, measured across brand impact determinants and evaluated by their performance data in our latest study The 360° Advantage: How Whole Brands Dominate. In this Brand Battle, Southwest Airlines takes on Frontier, both low-cost carriers in a crowded, competitive category.

CPG – BARKLEY®

Experts. With 30 years of experience working with clients such as Walmart, Cargill, Weight Watchers and Anheuser-Busch, Brad leads Barkley’s consumer product strategy and generational research team. Chad brings nearly 20 years of experience working with brands like Smithfield-Farmland Foods and Anheuser-Busch to identify

research-driven

THE WHOLE BRAND PROJECT: MAY THE MOST WHOLE BRANDS WIN The Whole Brand Spectrum is your playground and tool for evolution: opportunity spotting, internal integration, collaboration, alignment, communication and growth. Whole brand thinking requires a simple shift in thinking: in today’s market, a brand is the sum of every experience a consumer has with a company or organization. It’s

everything.

DAIRY QUEEN: FAN FOOD CAMPAIGN. We also needed to get into the fast food conversation and differentiate all at the same time. Solution. A new tagline, Fan Food. Not fast food. transformed every aspect of the brand from local store marketing to product development. And to kick it all off, we enlisted our #1 Fan and owner, Warren Buffett, to serve the First Blizzard of

Summer.

DAIRY FARMERS OF AMERICA: MÜLÜ CAMPAIGN. Challenge. With impeccably chic beverages swarming social feeds, we needed an unexpected strategy that would entice millennial families to give milk a fair shot. Solution. For World Milk Day, we created Mülü, a campaign to bring a “new” product to the people. Featuring a stunning design ecosystem and flashy-but-true health

claims, we

SPIRIT AIRLINES: REPOSITIONING AND REBRAND. Spirit offers base fares with a range of optional services, allowing customers to choose only the extras they value. But here’s the rub: It didn’t get credit for its unique and wildly misunderstood business model, earning a reputation for nickel-and-diming their

customers.

GETTING TO KNOW GEN Z GettinG to Know Gen Z: How THe PivoTal GeneraTion is DifferenT from millennials January 2017 THE PURPOSE ADVANTAGE The Purpose Advantage SERVICES – BARKLEY® Content. Experiential. PR. Engagement + Media Plans. Data Strategy + Measurement. Expertise. From burgers to business models, our expertise spans five industries and just as many decades. About. Our job is to create a brand’s biggest possible future through problem-solving

creativity.

CONTACT – BARKLEY® Contact Barkley® New Business + Press Jason Parks, Chief Growth Officer Direct: (816) 813-3892 jparks@barkleyus.com. Human Resources + Employment Verification RESTAURANT – BARKLEY® With almost 30 years in the business, Jeff has an extensive history and passion for the restaurant industry. He helped grow Sonic Drive-Ins into a national brand with one of the most iconic fast food campaigns ever created, resurrected legacy brands like Dairy Queen and Krispy Kreme, and put newer brands on the map, including Wingstop and AN OPEN BRIEF TO INVENT YOUR FUTURE NOW. The Barkley COVID-19 POV 2 An open brief to invent your future now 4 Next, use the Peak Phase of the COVID consumer journey and its specific need states. Below are consumer need states derived from Barkley social listening research.

HEALTHCARE ARCHIVES

We love cookies and bake them fresh every Wednesday afternoon. We also use them to both improve your user experience and deliver better

content to you.

WWW.BARKLEYUS.COM

www.barkleyus.com

PLANET FITNESS: BLACK CARD® CAMPAIGN. Planet Fitness needed to lessen fear and remove intimidation for prospective members with a strategy that helped gym-goers get the most out of their membership—and share the experience with a friend. Anytime. At any location. Solution. We introduced a new physical Planet Fitness Black Card® and tagline, All The Perks, and launched a

fully

MISSOURI LOTTERY: PLAY IT FORWARD CAMPAIGN. Missouri Lottery: Play It Forward campaign. State lottery game sales across the country go to support various good causes. We were tasked to turn Missouri Lottery’s built-in purpose of raising funds for public education into a rally cry for players and lottery retailers. THE PURPOSE ADVANTAGE The Purpose Advantage THE POWER OF GEN Z INFLUENCE The Power of Gen Z Influence How the Pivotal Generation is Affecting Market Spend January 2018 BARKLEY® | WE BUILD MODERN BRANDS FOR MODERN CONSUMERS.IDEASEXPERTISESERVICESFUTURECASTABOUTCONTACT We build modern brands for modern consumers. The modern consumer is constantly evolving. Our ideas are fueled by insights that evolve even

faster.

ABOUT – BARKLEY®

Diversity and inclusion fuel original thinking — and we’re committed to turning this belief into action every chance we get, from the partners we work with to the ideas we create.

CPG – BARKLEY®

We don’t stop at “Millennial Mom.” We find your modern consumer and build a whole brand journey of strategic business and marketing ideas to meet her mindset, solve her problems, and bring her joy. BRAND BATTLES: SOUTHWEST AIRLINES VS. FRONTIER AIRLINES How a holistic strategy transformed the airline business. Summary: Two brands face off, measured across brand impact determinants and evaluated by their performance data in our latest study The 360° Advantage: How Whole Brands Dominate. In this Brand Battle, Southwest Airlines takes on Frontier, both low-cost carriers in a crowded, competitive category. THE WHOLE BRAND PROJECT: MAY THE MOST WHOLE BRANDS WIN The 360° Advantage: How whole brands dominate is a study of 125 national brands showcasing their power and performance—and how your brand can use whole brand thinking today. DAIRY FARMERS OF AMERICA: MÜLÜ CAMPAIGN. For World Milk Day, we created Mülü, a campaign to bring a “new” product to the people. Featuring a stunning design ecosystem and flashy-but-true health claims, we hooked them with a favorite new wellness wonder that had just one ingredient: milk. DAIRY QUEEN: FAN FOOD CAMPAIGN. Dairy Queen: Fan Food campaign. When Dairy Queen asked us to reinvent the legacy brand for modern consumer love, we knew we needed to deepen customer relationships and communicate a new brand idea through new

channels.

SPIRIT AIRLINES: REPOSITIONING AND REBRAND. Spirit offers base fares with a range of optional services, allowing customers to choose only the extras they value. But here’s the rub: It didn’t get credit for its unique and wildly misunderstood business model, earning a reputation for nickel-and-diming their

customers.

GETTING TO KNOW GEN Z GettinG to Know Gen Z: How THe PivoTal GeneraTion is DifferenT from millennials January 2017 THE PURPOSE ADVANTAGE The Purpose Advantage BARKLEY® | WE BUILD MODERN BRANDS FOR MODERN CONSUMERS.IDEASEXPERTISESERVICESFUTURECASTABOUTCONTACT We build modern brands for modern consumers. The modern consumer is constantly evolving. Our ideas are fueled by insights that evolve even

faster.

ABOUT – BARKLEY®

Diversity and inclusion fuel original thinking — and we’re committed to turning this belief into action every chance we get, from the partners we work with to the ideas we create.

CPG – BARKLEY®

We don’t stop at “Millennial Mom.” We find your modern consumer and build a whole brand journey of strategic business and marketing ideas to meet her mindset, solve her problems, and bring her joy. BRAND BATTLES: SOUTHWEST AIRLINES VS. FRONTIER AIRLINES How a holistic strategy transformed the airline business. Summary: Two brands face off, measured across brand impact determinants and evaluated by their performance data in our latest study The 360° Advantage: How Whole Brands Dominate. In this Brand Battle, Southwest Airlines takes on Frontier, both low-cost carriers in a crowded, competitive category. THE WHOLE BRAND PROJECT: MAY THE MOST WHOLE BRANDS WIN The 360° Advantage: How whole brands dominate is a study of 125 national brands showcasing their power and performance—and how your brand can use whole brand thinking today. DAIRY FARMERS OF AMERICA: MÜLÜ CAMPAIGN. For World Milk Day, we created Mülü, a campaign to bring a “new” product to the people. Featuring a stunning design ecosystem and flashy-but-true health claims, we hooked them with a favorite new wellness wonder that had just one ingredient: milk. DAIRY QUEEN: FAN FOOD CAMPAIGN. Dairy Queen: Fan Food campaign. When Dairy Queen asked us to reinvent the legacy brand for modern consumer love, we knew we needed to deepen customer relationships and communicate a new brand idea through new

channels.

SPIRIT AIRLINES: REPOSITIONING AND REBRAND. Spirit offers base fares with a range of optional services, allowing customers to choose only the extras they value. But here’s the rub: It didn’t get credit for its unique and wildly misunderstood business model, earning a reputation for nickel-and-diming their

customers.

GETTING TO KNOW GEN Z GettinG to Know Gen Z: How THe PivoTal GeneraTion is DifferenT from millennials January 2017 THE PURPOSE ADVANTAGE The Purpose Advantage SERVICES – BARKLEY® From burgers to business models, our expertise spans five industries and just as many decades. DQ: SUMMER FUN CAMPAIGN DQ: Summer Fun campaign Dairy Queen is built around the simple idea that happy tastes good. But in a time when happiness wasn’t guaranteed, how does a brand famous for making summer feel like summer help the world safely get their summer on in quarantine? CONTACT – BARKLEY® Contact Barkley® New Business + Press Jason Parks, Chief Growth Officer Direct: (816) 813-3892 jparks@barkleyus.com. Human Resources + Employment Verification DQ: A YEAR OF CREATIVE EXPERIENCES DQ: A year of creative experiences Dairy Queen is built around the simple idea that happy tastes good. But in a time when happiness isn’t guaranteed, our marketing messages became a moral question: How does DQ talk about happiness in a world brought to its knees by a

global pandemic?

PLANET FITNESS: 2000TH LOCATION CELEBRATION. Though stay-at-home orders closed all of its gyms, Planet Fitness needed a way to celebrate the opening of its 2000th club with members from around the world. Still, throwing a party for tons of people in 2020 would be no small feat. RESTAURANT – BARKLEY® With almost 30 years in the business, Jeff has an extensive history and passion for the restaurant industry. He helped grow Sonic Drive-Ins into a national brand with one of the most iconic fast food campaigns ever created, resurrected legacy brands like Dairy Queen and Krispy Kreme, and put newer brands on the map, including Wingstop and

Noodles & Company.

AN OPEN BRIEF TO INVENT YOUR FUTURE NOW. The Barkley COVID-19 POV 2 An open brief to invent your future now 4 Next, use the Peak Phase of the COVID consumer journey and its specific need states. Below are consumer need states derived from Barkley social listening research.

HEALTHCARE ARCHIVES

We love cookies and bake them fresh every Wednesday afternoon. We also use them to both improve your user experience and deliver better

content to you.

CPG ARCHIVES

We love cookies and bake them fresh every Wednesday afternoon. We also use them to both improve your user experience and deliver better

content to you.

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