BRANDSIN THESOCIAL AGEOF TRANSPARENCY.Presented by Brook Calverley & Doug Hewett
IN THE TRANSPARENT AGECONSUMERS HAVESUPER-POWERS
· Massive choice· instant access· Compares the market· Savvy and sceptical· believes it when they see it· Grown used to a ...
28%ONLY                    OF PEOPLE RATED BRANDErnst&Young, 2012                    AS A PURCHASING DRIVER.
MOST PEOPLEWOULDN’T              70%CARE IF             of                    brands                    didn’tHavas, 2012 ...
THENAKEDBRAND.
· Millions of forensic accountants,		social watchdogs and activists can		see inside your business· Mistakes go viral with ...
WHATDOESTHIS MEANFOR US?
GETCLOSER.
Your CEO regards getting closer to customers as one of three pre-requisites for SUCCESS in the twenty-first century.IBM, 2...
THE BRAND IS WHATTHE BRAND DOES.
You need an internalculture that’s trueto the brand.
INTRODUCING:THE CHIEFCULTUREOFFICER.With the customer relationship hanging inthe balance your business can no longerafford...
SHIFTINGFOCUS FROMOUTSIDE TOINSIDE.Forging stronger alliances with CIO and HRD
THEPRIZE.
Protects and enhances brand reputationOpens ways to increase customer engagementCreates more authentic experiencesEnables ...
AMOREHUMANBRAND.
THENEXTGENERATIONWINNERS.
The future belongs to brands thatare true to themselves and to thepeople inside them.Those able to createconnections that ...
PatagoniaGENEROUS.Helping clean up someone else’s mess
BarclaysHONEST.Putting its money where its mouth is
ZapposGENUINE.Letting the right one in
BMWLISTENING.Turning drivers into Electronauts
LegoCURIOUS.Can you see what it is yet?
What’S common to allis an authentic brandthat’s defined and supportedby a culture that bringsit to life.
THANKS.People-Made+44 (0)207 382 6222hello@people-made.com27 Paul St. London EC2A 4JUwww.people-made.comFollow us @wearepe...
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Brands in the social age of transparency

  1. 1. BRANDSIN THESOCIAL AGEOF TRANSPARENCY.Presented by Brook Calverley & Doug Hewett
  2. 2. IN THE TRANSPARENT AGECONSUMERS HAVESUPER-POWERS
  3. 3. · Massive choice· instant access· Compares the market· Savvy and sceptical· believes it when they see it· Grown used to a digital realm tailored to them
  4. 4. 28%ONLY OF PEOPLE RATED BRANDErnst&Young, 2012 AS A PURCHASING DRIVER.
  5. 5. MOST PEOPLEWOULDN’T 70%CARE IF of brands didn’tHavas, 2012 exist.
  6. 6. THENAKEDBRAND.
  7. 7. · Millions of forensic accountants, social watchdogs and activists can see inside your business· Mistakes go viral with frightening speed· trust HAS diminished· Crises as likely to originate inside as outside
  8. 8. WHATDOESTHIS MEANFOR US?
  9. 9. GETCLOSER.
  10. 10. Your CEO regards getting closer to customers as one of three pre-requisites for SUCCESS in the twenty-first century.IBM, 2012
  11. 11. THE BRAND IS WHATTHE BRAND DOES.
  12. 12. You need an internalculture that’s trueto the brand.
  13. 13. INTRODUCING:THE CHIEFCULTUREOFFICER.With the customer relationship hanging inthe balance your business can no longerafford to let your culture – and thereforeyour brand - be shaped by HR
  14. 14. SHIFTINGFOCUS FROMOUTSIDE TOINSIDE.Forging stronger alliances with CIO and HRD
  15. 15. THEPRIZE.
  16. 16. Protects and enhances brand reputationOpens ways to increase customer engagementCreates more authentic experiencesEnables innovation inside the businessCreates consistency through a single viewof the brand
  17. 17. AMOREHUMANBRAND.
  18. 18. THENEXTGENERATIONWINNERS.
  19. 19. The future belongs to brands thatare true to themselves and to thepeople inside them.Those able to createconnections that arehuman and real.
  20. 20. PatagoniaGENEROUS.Helping clean up someone else’s mess
  21. 21. BarclaysHONEST.Putting its money where its mouth is
  22. 22. ZapposGENUINE.Letting the right one in
  23. 23. BMWLISTENING.Turning drivers into Electronauts
  24. 24. LegoCURIOUS.Can you see what it is yet?
  25. 25. What’S common to allis an authentic brandthat’s defined and supportedby a culture that bringsit to life.
  26. 26. THANKS.People-Made+44 (0)207 382 6222hello@people-made.com27 Paul St. London EC2A 4JUwww.people-made.comFollow us @wearepeoplemade
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