9 Version 1.2 December 11, 2009 Pfizer Branding Guidelines / strategy and messaging Our Path Forward – The Next Step our Purpose The definitive statement about the difference we are trying to make in the world: Working together for a healthier world™ It is the reason we exist and why we come to work each day. We are in the noble business in bringing better health care to more people around the world. how We Work t ogether for a healthier World: our mission Our Path Forward initially focused on transforming Pfizer, so we can serve our customers more effectively. Pfizer is now much more diversified and far-reaching, that is why we have extended our mission to reflect these changes. Pfizer’s new mission is to: Apply science and our global resources to improve health and well-being at every stage of life. the Promise We make: our c ommitments Having built a track record of keeping commitments, we can now ask ourselves: How can Pfizer uniquely serve the world’s diverse health needs like no other company? The answer is in the seven commitments that showed the world what we can contribute. We will: • Advance wellness, prevention, treatments, and cures • Bring the best scientific minds together to challenge the most feared diseases of our time • Set the standard for quality, safety, and value of medicines • Use our global presence and scale to make a difference in local communities and the world around us • Promote curiosity, inclusion, and a passion for our work • Be a leading voice for improving everyone’s ability to have reliable and affordable health care • Maximize our financial performance so we can meet our commitments to all who rely on us our strategies Generalized statements of the long-term tactics we aim to achieve to advance the business • Optimize the patent-protected portfolio • Find and capitalize on new opportunities for established products • Grow in emerging markets • Grow our diversified businesses • Instill a culture of innovation and continuous improvement What We stand f or: our Values Our values represent our core beliefs. They inform our decisions and guide our actions every day. This reflects our increased focus on serving the needs of our customers. We need to work more closely with partners inside and outside of Pfizer, and the concept of collaboration expresses this orientation more precisely. These are Pfizer’s enduring values: • Customer focus • Community • Respect for people • Performance • Collaboration • Leadership • Integrity • Quality • Innovation They describe the type of company we want to be, and we should demonstrate them in everything we do. General users c ommunications Professionals design agencies