THE BRAND IS WHAT
THE BRAND DOES.
CREATING A BRAND-LED SERVICE EXPERIENCE
eCommerce Expo

The Directors’ Club, October 201...
THE NEW WORLD
CONSUMERISM
CORPORATE
MISBEHAVIOUR
ACCESS
LOOKING FOR
VALUES
PURPOSE
MEANING
NEW RELATIONSHIP
BETWEEN BRANDS &
PEOPLE
CUSTOMERS ARE IN CONTROL
1. BRAND IS WHAT THE BRAND DOES
2. BRANDS ARE MADE BY MANY
3. BRAND IS THE
CENTRAL ORGANISING
PRINCIPLE
THE BIG PRIZE IS
FANDOM
THE BRAND FAN IS THE
BEST CUSTOMER A
BRAND CAN HAVE
HOW CAN I
CREATE
BRAND FANS?
FROM
DELIVERING
TECHNOLOGY

DELIVERING
BRAND
EXPERIENCE
IT’S ABOUT OFFERING SOMETHING
THAT IS TRUE TO YOUR VALUES
YOUR PLATFORM ISN’T FOR SHOPPING.
IT’S FOR EXPERIENCING
INTERACTING
EXPLORING
SHARING
WHO’S DOING IT WELL?
"We're constantly thinking about how we translate
the emotion of what we create and experience in
the real world into the ...
“Late last year, Natalie set us a challenge to create
an app that would bring together the Net-a-porter
Live, the feed tha...
WHO DO YOU THINK
IS DOING IT WELL?
CREATING A
BRAND-LED SERVICE
EXPERIENCE
1. TRANSLATE YOUR BRAND INTO
HALLMARKS
2. DEFINE AND DELIVER AN EXPERIENCE
– NOT A TRANSACTION
3. CO-CREATE WITH EMPLOYEES &
CUSTOMERS
SUSTAINING BRAND-LED
EXPERIENCE: EMBEDDING
IN YOUR CULTURE
THE ONLY WAY TO MAKE IT STICK
HIRE FOR FIT
REWARD FOR BRAND-LED BEHAVIOURS
MAKE LEADERS DO IT
THANKS.
People-Made
hello@people-made.com

27 Paul St. London EC2A 4JU
www.people-made.com
Follow us @wearepeoplemade
Creating a brand-led service experience
Creating a brand-led service experience
Creating a brand-led service experience
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Creating a brand-led service experience

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How do you express your brand through the digital experience?

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Creating a brand-led service experience

  1. 1. THE BRAND IS WHAT THE BRAND DOES. CREATING A BRAND-LED SERVICE EXPERIENCE eCommerce Expo The Directors’ Club, October 2013 Brook Calverley, Founder & Managing Partner, People-Made @brookcalverley
  2. 2. THE NEW WORLD
  3. 3. CONSUMERISM
  4. 4. CORPORATE MISBEHAVIOUR
  5. 5. ACCESS
  6. 6. LOOKING FOR VALUES PURPOSE MEANING
  7. 7. NEW RELATIONSHIP BETWEEN BRANDS & PEOPLE
  8. 8. CUSTOMERS ARE IN CONTROL
  9. 9. 1. BRAND IS WHAT THE BRAND DOES
  10. 10. 2. BRANDS ARE MADE BY MANY
  11. 11. 3. BRAND IS THE CENTRAL ORGANISING PRINCIPLE
  12. 12. THE BIG PRIZE IS FANDOM
  13. 13. THE BRAND FAN IS THE BEST CUSTOMER A BRAND CAN HAVE
  14. 14. HOW CAN I CREATE BRAND FANS?
  15. 15. FROM DELIVERING TECHNOLOGY DELIVERING BRAND EXPERIENCE
  16. 16. IT’S ABOUT OFFERING SOMETHING THAT IS TRUE TO YOUR VALUES
  17. 17. YOUR PLATFORM ISN’T FOR SHOPPING. IT’S FOR EXPERIENCING INTERACTING EXPLORING SHARING
  18. 18. WHO’S DOING IT WELL?
  19. 19. "We're constantly thinking about how we translate the emotion of what we create and experience in the real world into the digital space… Burberry Kisses began with the idea of giving technology a bit of heart and soul, and using it to unite the Burberry family across the world - by telling a story that makes the digital personal."
  20. 20. “Late last year, Natalie set us a challenge to create an app that would bring together the Net-a-porter Live, the feed that shows what shoppers are buying in real time, the products and create a community of customers… We had done some research that showed that our customer likes to be inspired by other people, whether it’s their friends or celebrities.”
  21. 21. WHO DO YOU THINK IS DOING IT WELL?
  22. 22. CREATING A BRAND-LED SERVICE EXPERIENCE
  23. 23. 1. TRANSLATE YOUR BRAND INTO HALLMARKS
  24. 24. 2. DEFINE AND DELIVER AN EXPERIENCE – NOT A TRANSACTION
  25. 25. 3. CO-CREATE WITH EMPLOYEES & CUSTOMERS
  26. 26. SUSTAINING BRAND-LED EXPERIENCE: EMBEDDING IN YOUR CULTURE
  27. 27. THE ONLY WAY TO MAKE IT STICK HIRE FOR FIT REWARD FOR BRAND-LED BEHAVIOURS MAKE LEADERS DO IT
  28. 28. THANKS. People-Made hello@people-made.com 27 Paul St. London EC2A 4JU www.people-made.com Follow us @wearepeoplemade
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