© 2015 PayPal Inc. All rights reserved. Confidential and proprietary.

Brand Narrative May 19, 2015

with freedom, flexibility, and control.

The need PayPal answers is monumental. People need money to get paid, to trade, to live...and as Internet penetration continues to expand to all economic tiers of people, PayPal will give citizens worldwide more direct control over their money than they’ve ever had before.”

Peter Thiel, Co-FounderPayPal, 1999

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Two decades ago, our founders invented payment technology to make buying and selling faster, safer, and easier—and put economic power

where it belongs: in the hands of people .

Billions of dollars moved by millions of people, day by day.

TODAY WE ARE IN THE POSITION TO LEAD AN EVEN BROADER AND DEEPER REVOLUTION

Everything about how commerce works is in flux—how people shop; how merchants sell to consumers; how

people interact with financial institutions; the very nature of money itself. Every one of these things is being

reimagined on a global scale.

No company is in a better position to deliver the benefits of this transformation than a newly independent PayPal.

PEOPLE WANT THE FREEDOM TO MANAGE

AND CONTROL THEIR MONEY

What hasn’t changed:

Our Purpose

To fulfill the need for a fair, safe, and inclusive financial network to enable full participation of all people in our global economy.

Next generation commerce

The ingenious code that lets people buy and sell with a single

touch—and creates a revolutionary

network of merchants.

Global infrastructure and trust

With hundreds of millions of customers worldwide,

PayPal is a secure, scalable, and inclusive financial ecosystem

that people trust.

Social commerce

By making moving money supremely simple—and even

fun—Venmo represents the next

generation of mobile commerce.

OUR NETWORK TO-DAY

Customers can manage and move their money without constraints.

Buy a rug from Marrakesh. Settle rent. Pay a friend for that last round of drinks. Book a

last-minute hotel in Hong Kong, and a ride to the airport. Top up mobile minutes. Send

money to family back home.

Merchants can grow their business and get paid by anyone, anywhere, using any form of payment.

Accept Bitcoin. Secure working capital to expand inventory. Create a one touch checkout for their customers. Reduce abandoned shopping carts.

Open new markets half way around the world. Get access to live, 24-hour support.

We fiercely champion our customers and always have their backs.

We recognize that everything we do touches peoples’ lives every day.

We relentlessly innovate with heart and soul.

We value direct connections with people.

We advocate for inclusion in all its forms: global, financial, economic, technological, social

and individual.

OUR BRAND CODEwhat makes us unique

We wake each morning excited create a better way. We believe everybody deserves a fair shot at life—and that together we can do more than we can seperately. So we work hard to help people help

themselves, clearing paths and lifting obstacles so everyone can move forward.  

It’s the everyday we live for—singing and dancing, friends and family, working and playing—nothing grand or elusive, or lofty and highbrow. The journey to us is one step after another.

People are drawn to our down-to-earth confidence, infectious optimism, and endless ingenuity. We help them see far horizons, lay the path to get there, and encourage them to leave the familiar in

search of what’s possible. Our reward is simply seeing them get there.

Strongly spoken but casually reassuring, we are jeans not ties, we are guitars not violins, we are fiber not bricks.  We cheer for the winners, we root for the underdog, we love the thrill of the game. No time

for whining, inertia or those who won’t. We salute those who try, who hope and who climb.

Our handshake is firm but our eyes are smiling. We got you, today and everyday.  

OUR CHARACTERThe Everyday Champion

OUR PERSONAL-ITY

Treat all people with respect

Compassion is empathy impelled to action. Our desire to help isn’t passive.

COMPASSION-ATE

Be fair to all

We’re talking everyone, everywhere, regardless of background or circumstances.

INCLUSIVE

Be fearless

We’re heading into uncharted territory.The journey will require courage, focus, and perseverance.

PIONEERING

Focus on potential

The future is amazing.We know because we are building it.

OPTIMISITC

Tackle real problems with ingenuity

This is where imagination meets intention.We invent new ways to solve real problems.

PROGRES-SIVE

PAYPAL: A CUSTOMER CHAMPION BRAND

Vision

Purpose

Target

Brand Code

Character

Give people worldwide more direct control over their money.

To build a fair, safe, and inclusive financial network to enable full participation of all people in our global economy.

Primary: The mobile movers who are motivated to lead change. Secondary: The mobile mainstream motivated to get more out of

their money.

Champion Our Customers

Touch People’s Lives Every Day

Innovation with Heart and Soul

Connections Between People

Advocate for Inclusion

Personality Compassionate Inclusive Pioneering Optimistic Progressive

Brand Insight People want the freedom to manage and control their money.

The Everyday Champion

490m active customers, transacting 2x / day by 2018Business Goals

Consumer: Power human potential to move and manage money without boundaries

Merchants: Partner with merchants to connect them to today’s consumers as the operating system for digital

payments Customer Promise

Big and small businesses participating in digital commerce

Moment of Truth Delightful brand experiences delivered through all touchpoints

What we need to do

PayPal needs to connect with people in a new way—and that requires transforming how we think about

and manage our brand.

We need to become a brand defined by the sum total of all the interactions people have with our products

and our company.

And that requires embedding the brand into all

we say and do—across the entire brand experience

for our consumers, merchants and employ-ees.

Product Marketing Operations Culture

Champion Our Customers

Touch People’s Lives Every Day

Innovation with Heart and Soul

Connections Between People

Advocatefor Inclusion

• Usage based “white gloving”

• Reward new or consistent usage

• Customised Menus • Clear explanation thru flow • Familiarity, learns as it goes• Helps with everyday admin,

eg tax forms• Recognizes seasonality,

family or other “lifestyle” areas

• Sensory design aspects• Cool little touches that show

tech swagger • Interface with Personality • Showcase “tech for good” in

the style of our hackathons • One Touch all formats• More than a Button

campaign • Looky-Likey offers (best

practice on customer conversion)

• Any way tp pay = any customer could be your customer

• One Touch all formats• More than a Button

campaign • Looky-Likey offers (best

practice on customer conversion)

• Any way to pay = any customer could be your customer

• Customer Communities• Customers in advertising• Testimonial score targets • JD Power Rating

• Personal storytelling• Local relevance • Recognition for big and small

achievement• “Pinterise” everyday moments

when PayPal can make a difference

• Higher Purpose marketing uses tech leapfrogging

• Thought leader platforms are human and throughout org

• PYPL soundtrack/ playlists• Co-marketing around all

seasonal activity through offers and traffic

• Less abandoned carts program

• PayPal consumer ratings for 5 star merchants to build social currency

• Communications around Inclusion including Govt Relations and Public agenda

• WIN groups network outwards

• “We believe People are Good” community

• No Hidden Fees ever• Simple, short contracts• Developer to Developer

support• Dynamic Self Help on Web-

site• Customer rewards for great

“behaviour”• Offers non-PayPal trusted

solutions where appropriate• Great “thank-yous” and

“sorries”

• Start UP advice & support centre

• Proactive customer nurturing • PayPal Support Content Engine

that offers genuine empathy for customer problems eg “the extra mile”

• Early life manager for new merchants

• Hold amnesties in slow cash flow months for new/good/loyal customers

• Process drive to prevent exclusion and exclusion language

• Publish tech leadership in Inclusion at work – to mirror customer norms

• Sonic Chairs • Champion Awards• Customer Council• Customer Shoes Days• Employee Beta tests

• Daily tickers• Showcase potential unlocked –

inside and outside PayPal

• People of PYPL• Local engagement with

Underserved• Employees get “Customer”

Treatment for families and friends

• Merchant Academy – sponsored program where different merchants tell their story

• PayPal supports Friends & Family merchants

• WIN becomes everyday initiative

• Support Program for Great includers

• Inclusion Global count – like the environmental clocks - # we have helped

Examples of how our brand code could come to life in our brand experiences