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L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
L'Innovation au Napoleon: Employees as brand advocates
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L'Innovation au Napoleon: Employees as brand advocates

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  • 1. THE BRAND IS WHAT THE BRAND DOES. EMPLOYEES AS BRAND ADVOCATES L’Innovation Napoleon, Wednesday 18th September 2013 Doug Hewett, Founder & Managing Partner, People-Made
  • 2. 1. HOW BRANDS HAVE CHANGED 2. EMPLOYEES AS BRAND ADVOCATES 3. A FEW STORIES
  • 3. 1. HOW BRANDS HAVE CHANGED
  • 4. IN THE SOCIAL AGE OF TRANSPARENCY BRAND IS WHAT THE BRAND DOES
  • 5. THERE IS NO CONTROL, ONLY INFLUENCE BRANDS ARE MADE BY MANY
  • 6. CONSUMER SUPPORT IS MAKE OR BREAK BRANDS ARE DEMOCRATIC
  • 7. 2. BRAND CULTURE, INSIDE-OUT
  • 8. THE WALLS HAVE COME DOWN
  • 9. EMPLOYEE = CUSTOMER CUSTOMER = EMPLOYEE
  • 10. 3. A FEW SHORT STORIES
  • 11. TOPSHOP YOUR STYLE. BEING A FASHION AUTHORITY
  • 12. TOPSHOP PEOPLE – ENCOURAGING INFLUENCE
  • 13. Zappos NO SCRIPTS. 100% CUSTOMER FOCUS, NO TIME LIMITS.
  • 14. ZAPPOS PEOPLE – CREATING SERVICE MEMES
  • 15. BRITISH AIRWAYS MAKE IT REAL TRANSFORMING A BUSINESS, TO FLY TO SERVE
  • 16. BA PEOPLE – AN INSIDER VIEW
  • 17. PlayStation GAME ON. EVERYONE’S AN ADVOCATE.
  • 18. PLAYSTATION PEOPLE – BUILDING THE BUZZ
  • 19. #PS4NODRM
  • 20. Patagonia DON’T BUY. PURPOSE BEFORE PROFIT.
  • 21. KEY THINGS TO TAKE AWAY
  • 22. THREE THINGS: 1. BRAND IS WHAT THE BRAND DOES, SO MAKE SURE YOU’RE DOING IT BEFORE YOU GO SAYING ANYTHING 2. BRANDS ARE MADE BY MANY, SO GIVE YOUR EMPLOYEES MORE PERMISSION TO INFLUENCE 3. BRANDS ARE DEMOCRATIC, SO KEEP LISTENING…
  • 23. MERCI @WEAREPEOPLEMADE @DOUGHEWETT

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