Rafael Sulit, US Brand Director Chartwell Best Practices WebinarJune 5, 2014

Engage on Twitter using @RaffyInNY #NationalGrid

More than a tagline

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National Grid

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Orientation amidst a crisis

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Why it’s more than a tagline

Three Cs:

Customers

Culture

Connection

Customers

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Who we are.What we do.

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To advance the brand promise as expressed through “Here With You. Here For You.” by

proactively educating and informing customers across all marketing channels through external

and internal branding, creative services & production and social media marketing.

To advance the brand promise as expressed through “Here With You. Here For You.” by

proactively educating and informing customers across all marketing channels through external

and internal branding, creative services & production and social media marketing.

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Listening to our customers

“I don’t think they’re as good as they used to be when the

other company ran it.”

“I don’t think they’re as good as they used to be when the

other company ran it.”

“I don’t feel that National Grid is really into the community like my

previous utility.”

“I don’t feel that National Grid is really into the community like my

previous utility.”“They took over my local utility.”“They took over my local utility.”

Customers want to feel more valued

Customers desire feeling local impact

Customers desire better digital experiences

Brand Research Customer Tensions (digital)

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Illuminating an opportunity

Brand Heritage Digital Emphasis

CUSTOMER SERVICE

COMMUNITY

INNOVATION

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Foundation—US brand strategy

LOCAL

Brand Essence

Brand Promise

National Grid enables where you live, work, and play.

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Bringing the strategy to life

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Aiming for specific goal posts

Committed to making the community better

Trust

Favorability

Culture

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It’s about culture. It’s about purpose.

“Purpose is the definitive statement about the difference

you are trying to make in the world.”

“Building a brand-based culture is not just about creating short-term buzz.”

“To create a brand-centric environment, you have to ensure that employees are living the brand

consistently on a daily basis.”

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Tapping into our soul

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Starting inward then outward:“road show”

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Engaging internally

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Expanding resonance

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Partnering with the “front lines”

Connection

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Applying a 360 channel model

Air cover On the ground presence Causes and passions

Experiential Social amplificationEmployee engagement

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Treating programs like storms: “stay connected”

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Connecting employees with social

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Leveraging #GridCentral

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Branding with impact across all service territories

LOCAL is resonatingElevating brand imagery

74%

86%

56%

67%60%

75%

50%

60%

70%

80%

90%

Q2

'13

Q3

'13

Q4

'13

Q1

'14

Q2

'14

Q3

'14

Awareness

Trust Advice

Favorability

48%

52%

63%

45%

50%

57%

40%

50%

60%

70%

Q2 '13

Q3 '13

Q4 '13

Q1 '14

Q2 '14

Q3 '14

Committed to the community

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Social media engagement above benchmark

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Getting industry recognition

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Closing thoughts

Three Cs”

Customers

Culture

Connection

Moving forward

Less is more

Unique partnerships

Increased precision

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Thank you

Stay Connected Twitter (@NationalGridUS)

Facebook (National Grid: Corporate, MA, RI, Metro NY/Long Island, Upstate NY)

Instagram (National Grid)

LinkedIn (National Grid)

National Grid mobile app (iTunes and Droid app stores)

Corporate blog (National Grid Connecting, http://us.nationalgridconnecting.com/)

My contact information

rafael.sulit@nationalgrid.com

@RaffyInNY

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