Brand Voice & Tone 37 • Genuine yet self - assured . • Witty and a bit cheeky — in a smart, often dry and clever way — not cheesy. No eye - rolls. • Ageless, not juvenile. No # GenZ LOL • Savvy, not superficial. All Sam’s Club branded content – think social, digital, ISB, in - store, everything – should be in the Bold Bestie voice. What would your Bold Bestie say in real life about this product? How would a smart “cool mom" tell her friends about this experience? BYOSB. (Better bring two.) Even better on Sundays. As American as apple pie. Minus the pie. Add vodka. *Technically* a salad. Life’s a mess. These should help. Bold Bestie Voice BRAND GUIDELINES