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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