Master Brand Advertising

Branding Guidelines

02.02.04

Communications System > Advertising

Our new global advertising promotes in distinctive ways each of our two Master Brands and our company. The repositioning of our Master Brands — and the introduction of our company brand — through advertising is critical in supporting our strategy. We want our customers to understand what the two heritage brands should stand for: ■

Their values

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Their strengths

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The dimensions that set them apart from competitors

Branding Guidelines

02.02.04

Communications System > Advertising

Goals Master Brand advertising will establish the communication platform for Exxon/Esso and Mobil brands so they can be consistently perceived by our customers in a clear and focused way. We are going to reestablish the Exxon/Esso brand with its core benefit, RELIABILITY, through the values of quality and efficiency What we want to accomplish through global advertising

that come with Exxon/Esso. Mobil will be positioned on the promise of PERFORMANCE. This

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Bring consistency across Lines of Business and geographies

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Leverage the reputations of our two brands

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Establish a unique, individual and ownable look and feel for each brand

Master Brand advertising can be leveraged across lines of

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Communicate the benefits of doing business with ExxonMobil Lubricants & Specialties

business sectors … and geographies.

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Build a platform for LOB strategies and initiatives

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Facilitate easy adaptation

is delivered through the brand’s unique expertise and innovation.

Branding Guidelines

02.02.04

Communications System > Advertising

Brand targeting Market research conducted around the world and across lines of business confirmed that our customers fall into two major segments whose lubrication needs and desires differ in substantial ways. One group, whom we call STREAMLINERS, seeks quality products from reliable suppliers that perform with a high degree of efficiency. Exxon/Esso is being targeted to this group. The other group, whom we call INVOLVED BUYERS, look for advanced lubrication technology and expertise, often through close partnership with the supplier. Mobil is being targeted to this group. Key Insight

Brand

Stands for

Appeals to

Esso

Reliability, Quality, Efficiency

Streamliners

Mobil

Performance, Innovation, Expertise

Involved Buyers

Branding Guidelines

02.02.04

Communications System > Advertising

Approach This campaign brings the advertising to a higher level, elevating the brands beyond a single product or a single LOB. These Master Brand ads, “big idea” advertisements, will establish a universal brand campaign that relates the Master Brands across product brands and LOBs. This will be accomplished by: ■

Common strategy

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Common look and feel

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Common positioning lines

In addition, ads will reinforce brand images and personalities. Master Brand ads are the foundation on which to build product brand advertising, so that one reinforces the other.

Branding Guidelines

02.02.04

Communications System > Advertising

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Implementation The Path to Persuasion The more profoundly our customers understand not only what they can depend on from the company, but also what each of the two heritage brands can offer them, the stronger the bonds between our brands and customers will be. That’s why it is fundamental that our communications build a solid foundation of understanding . . . from which LOB/product communications can be constructed.

To accomplish our goals, we have a three-phase plan: Phase One: Set the context. Phase Two: Focus on the Master Brands. Phase Three: Promote LOBs and product brands.

Branding Guidelines

02.02.04

Communications System > Advertising

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Phase one: Set the context. ■

Introduce the company, ExxonMobil Lubricants & Specialties to establish a clear understanding of the added value that ExxonMobil will bring to customers’ businesses and their lives

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Leverage the company’s major asset: industry leadership

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Build the base for the two heritage brands

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Build the core idea of the company as “endorser brand” for products in Aviation, Marine and Basestocks

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Neutralize customer confusion

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Pre-empt competitive claims

02.02.04

Branding Guidelines

Communications System > Advertising

2 This advertising is broader than any specific line of business tactics. It should be global enough to appeal across all line of business targets. In other words, for the Master Brands, advertising communicates “image and reputation” — in contrast to LOB advertising that will help sell product and address specific strategic needs.

Phase two: Focus on the Master Brands. ■

Reintroduce the brands from their most complete perspective to our target audiences

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Establish the traits that set the brands apart, giving them their distinct personalities

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Form the unifying ideas that give focus, consistency and synergy to all communications of that brand across the world

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Position the two brands in the minds of the target customer base — to build and reinforce the understanding what each of the two brands “stands for”

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Provide the foundation from which to launch LOB and product brand advertising

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Set the stage to enable and provide context for actual one-on-one sales calls.

Branding Guidelines

02.02.04

Communications System > Advertising

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Phase three: Promote LOBs and product brands. ■

Persuade customers/consumers that Exxon/Esso and Mobil’s branded products and services are better suited to their needs than those of any other company.

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Feed from and support the Master Brand ideas.

Branding Guidelines

02.02.04

Communications System > Advertising Exxon/Esso Advertising Exxon/Esso is targeted to a customer segment we call “Streamliners,”who in general, are looking for quality products at reasonable pricing, along with the ability to operate with reliability and efficiency.Not surprisingly the Exxon/Esso brand attributes of reliability, quality and efficiency tend to hold great appeal for these customers. This brand promise differentiates Exxon from all other lubricants in the marketplace. We express this benefit to the customer with the new tagline: “That’s why there’s Exxon”/ “That’s why there’s Esso.” The new campaign uses a “streamline” rule to lead the reader through the ad by linking the headline to the subhead.The bright red color block is used in a fresh, contemporary fashion to attract attention and reflect the Exxon/Esso heritage.The use of the Running Tiger underscores the brand equity. Photography is filtered to give it a distinctive blur. The communications structure is simple: The problem is stated in the headline, the solution in the red circle, and the resolution in the tagline, “That’s why there’s Exxon”/ “That’s why there’s Esso.” Key messages/communications Reinforcing the quality message in the Exxon/Esso positioning is important. It credits the brand for its history of superior products. We will also stress the ‘reliability’perceived in Exxon/Esso. Exxon/Esso’s “efficiency”attribute is based on both operational and transactional efficiency.

Branding Elements ■ Streamline rule ■ Red block ■ Logo and icon ■ Tagline ■ Blurred photography

Branding Guidelines

02.02.04

Communications System > Advertising Mobil Advertising Mobil is targeted to a customer segment we call the “Involved Buyer,” who wants strong involvement, from a highly knowledgeable supplier, technical services and access to advance technology in lubrication. Not surprisingly, these customers are attracted to Mobil brand’s identity: performance, expertise and innovation. We express this through the new tagline: “Command Performance.” The tagline reinforces the idea that everything Mobil does is focused on providing premium performance for its customers. The concept behind this line also reflects our own commitment to performance. There’s an emotional component too:We want the customer to know they have the power to maximize the efficiency of their own equipment or operations with the help of Mobil. The graphic elements of high tech gears and the cropped red “o” represent Mobil’s involvement in their client’s technology. One cannot operate without each other (the circle and the gears). Photography fills most of the area, and is graphic, bold and colorful. Key messages/communications We must continue to reinforce the brand’s core unique benefits.This series of advertising focuses on Mobil’s product innovations (synthetics), deep sector and product expertise and our heritage of partnerships with equipment builders and original equipment manufacturers, all of which differentiate Mobil’s performance leadership from the competition.

Branding Elements ■ Cropped red “o” ■ Gear shapes ■ Logo and icon ■ Tagline ■ Bold photography

Branding Guidelines

02.02.04

Communications System > Advertising ExxonMobil Lubricants & Specialties Advertising ExxonMobil, the company brand, represents a major investment in, and commitment to, the pursuit of excellence in the lubricants marketplace. ExxonMobil advertising is directed to individuals who are on the frontline of oil-buying decisions on a global basis. They are people who want to take their businesses to the next level and maintain continuous advancement. For them, ExxonMobil stands for unparalleled global scale (reach and consistency); global product availability and resources; technology and category leadership;and financial strength. ExxonMobil then, is the lubrication standard-setter that is “Moving AHEAD,”as our tagline says. The new campaign showcases the strengths of our two master brands through the dual-strand of Exxon/Esso red and Mobil blue. Photography is strong and panoramic. The logo leads into our tagline, placed in the blue tab. Key messages/communications Advertising highlights the unification of ExxonMobil Lubricants & Specialties and its combined global promise of:Exxon reliability and Mobil performance, in order to achieve Lubrication excellence. We will continue to emphasize the benefits of our combined brands — while using the company to endorse brands across global LOBs.Our messages will position us as providing lubrication excellence at the heart of progress.

Branding Elements ■ Dual-strand rule ■ Logo ■ Tagline ■ Strong panoramic photography