The Culture of Brand by Kevin Kelly @ BigBuzz for the Social Media Assoc

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The Culture of Brand was presented by Kevin Kelly from BigBuzz and the slides have much left out that were part of the verbal presentation, but Kevin Kelly speaks often and can be reached at kevin@bigbuzz.com or bigbuzz.com re: speaking on the culture of brand and bigbuzz culture design, and digital marketing services.

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The Culture of Brand by Kevin Kelly @ BigBuzz for the Social Media Assoc

  1. 1. Brand©2013 BigBuzz Marketing Group, Inc.PresentsThe Culture of An interactivepresentation byKevin KellyChief Creative Operative@ BigBuzz Marketing Group
  2. 2. A little about Kevin:•Co-President & Chief Creative Operative @BigBuzz Marketing Group•Started in the Music world, mixing platinumrecords•Graduate of the Disney Institute•Student of the Fish Philosophy•Host of my own Video Podcast,The BuzzBubble©2013 BigBuzz Marketing Group, Inc.
  3. 3. I’m here to talk about:•How to assure the culture matches core valuesand beliefs•Explain Why the @#$% it matters•How to Build Brand from the inside out•How to Create brand evangelists•Examples of brands doing it right©2013 BigBuzz Marketing Group, Inc.
  4. 4. I am here today to talk about Brand &Culture.©2013 BigBuzz Marketing Group, Inc.
  5. 5. What is Culture?©2013 BigBuzz Marketing Group, Inc.
  6. 6. What is Culture?©2013 BigBuzz Marketing Group, Inc.NounThe behaviors and beliefs characteristic of a particular social
  7. 7. What is Culture?©2013 BigBuzz Marketing Group, Inc.NounThe behaviors and beliefs characteristic of a particular socialVerbMaintain (tissue cells, bacteria, etc.) in conditions suitable for growth.
  8. 8. What is brand?©2013 BigBuzz Marketing Group, Inc.
  9. 9. SIMPLY PUT:It’s what you think or, more importantly,HOW YOU FEELwhen you see a name, mark or logo,©2013 BigBuzz Marketing Group, Inc.
  10. 10. SIMPLY PUT:It’s what you think or, more importantly,HOW YOU FEELwhen you see a name, mark or logo,& how you feel about your relationship©2013 BigBuzz Marketing Group, Inc.
  11. 11. SIMPLY PUT:It’s what you think or, more importantly,HOW YOU FEELwhen you see a name, mark or logo,& how you feel about your relationship©2013 BigBuzz Marketing Group, Inc.
  12. 12. SIMPLY PUT:It’s what you think or, more importantly,HOW YOU FEELwhen you see a name, mark or logo,& how you feel about your relationship©2013 BigBuzz Marketing Group, Inc.
  13. 13. SIMPLY PUT:It’s what you think or, more importantly,HOW YOU FEELwhen you see a name, mark or logo,& how you feel about your relationship©2013 BigBuzz Marketing Group, Inc.
  14. 14. SIMPLY PUT:It’s what you think or, more importantly,HOW YOU FEELwhen you see a name, mark or logo,& how you feel about your relationship©2013 BigBuzz Marketing Group, Inc.
  15. 15. ©2013 BigBuzz Marketing Group, Inc.
  16. 16. ©2013 BigBuzz Marketing Group, Inc.
  17. 17. ©2013 BigBuzz Marketing Group, Inc.
  18. 18. ©2013 BigBuzz Marketing Group, Inc.THEIR CULTURE is driven by
  19. 19. ©2013 BigBuzz Marketing Group, Inc.THEIR MISSIONTHEIR CULTURE is driven by
  20. 20. ©2013 BigBuzz Marketing Group, Inc.INSPIRE PEOPLE to participate in sports
  21. 21. ©2013 BigBuzz Marketing Group, Inc.Advance to next slide to watch the videoAbout the NIKE brand culture,the inception of JUST DO ITand how it changed our cultureAdvance to next slide to watch
  22. 22. ©2013 BigBuzz Marketing Group, Inc.Why should you give a $#!+about brand-culture?
  23. 23. ©2013 BigBuzz Marketing Group, Inc.Why should you give a $#!+?Corporations used to rule by fear & secrecy.
  24. 24. ©2013 BigBuzz Marketing Group, Inc.but now…social media has broughta need for corporate transparencyWhy should you give a $#!+?
  25. 25. ©2013 BigBuzz Marketing Group, Inc.but now…social media has broughta need for corporate transparencyso people can clearly feel your culture…Why should you give a $#!+?
  26. 26. ©2013 BigBuzz Marketing Group, Inc.but now…social media has broughta need for corporate transparencyso people can clearly feel your culture…“Feel” your culture…?
  27. 27. ©2013 BigBuzz Marketing Group, Inc.The Fish Philosophy…
  28. 28. ©2013 BigBuzz Marketing Group, Inc.“Feel” the culture expressed throughenvironment.
  29. 29. ©2013 BigBuzz Marketing Group, Inc.“Feel” the culture expressed throughenvironment.
  30. 30. ©2013 BigBuzz Marketing Group, Inc.But that’s retail…
  31. 31. ©2013 BigBuzz Marketing Group, Inc.What about anoffice?
  32. 32. ©2013 BigBuzz Marketing Group, Inc.What about offices?This is howit has to be,…right?
  33. 33. ©2013 BigBuzz Marketing Group, Inc.What about offices?
  34. 34. ©2013 BigBuzz Marketing Group, Inc.What about offices?
  35. 35. ©2013 BigBuzz Marketing Group, Inc.What is this? Could this be the CEO’s office?
  36. 36. ©2013 BigBuzz Marketing Group, Inc.Get an insider’s look into theoffice culture at Zappos in Las VegasAdvance to next slide to watch
  37. 37. Customer Service & Service Culture©2013 BigBuzz Marketing Group, Inc.• Zappos• The Extreme BrandCulture• The Extreme inCustomer Service• Selling Service notwhat’s in the box
  38. 38. Customer Service & Service Culture©2013 BigBuzz Marketing Group, Inc.• Zappos• The Extreme Brand Culture• The Extreme in CustomerService• Selling Service not what’s inthe boxAdvance to next slide to watch
  39. 39. ©2013 BigBuzz Marketing Group, Inc.Zappos Family Core ValuesAs we grow as a company, it has become more and moreimportant to explicitly define the core values from which wedevelop our culture, our brand, and our business strategies.These are the ten core values that we live by:1.Deliver WOW Through Service2.Embrace and Drive Change3.Create Fun and A Little Weirdness4.Be Adventurous, Creative, and Open-Minded5.Pursue Growth and Learning6.Build Open and Honest Relationships WithCommunication7.Build a Positive Team and Family Spirit8.Do More With Less9.Be Passionate and Determined10. Be Humble
  40. 40. Understanding your how your culture is tied toyour social tribe and your consumers?©2013 BigBuzz Marketing Group, Inc.Understanding brand culture“You better damn well know somethingabout people’s lives.”- Dr. Bob Deutsch
  41. 41. ©2013 BigBuzz Marketing Group, Inc.Click below to hear what Dr. Bob Deutsch has to say aboutbrand-culture and relationships between people &brands.Advance to next slide to watch
  42. 42. Customer Service & Service Culture©2013 BigBuzz Marketing Group, Inc.Why is it important?
  43. 43. Customer Service & Service Culture©2013 BigBuzz Marketing Group, Inc.Learn from the best.
  44. 44. Customer Service & Service Culture©2013 BigBuzz Marketing Group, Inc.Learn from the best.
  45. 45. Customer Service & Service Culture©2013 BigBuzz Marketing Group, Inc.The Disney Approach to QualityThe Disney Approach to QualityServiceServiceD.A.Q.S. is the result of decades ofexperience in exceeding our Guests’expectations in the face of competition,growth and the public’s ever-changingattitude.
  46. 46. Customer Service & Service Culture©2013 BigBuzz Marketing Group, Inc.The Disney Approach to QualityThe Disney Approach to QualityServiceService”What’s our success formula?It’s attention to infinite detail, the little things,the minor picky points that others just don’twant to take the time or effort to do.“- John Hench, Walt Disney Imagineering
  47. 47. Customer Service & Service Culture©2013 BigBuzz Marketing Group, Inc.• “People Can Feel Perfection” – Walt Disney• Attention To Detail is the Difference• Make an emotional connection with them. Have a sincereunderstanding of their situation.• They will feel the difference when you pay meticulous attentionto detail. And they will miss it when it is NOT there.• The 99% Rule – Attention to Detail IS the difference. We reallydon’t have to raise the quality of our service that much more tomake a BIG difference; it’s that last 1% that makes it superiorservice.• Give 100% of yourself to that person when you are with themor on the phone. You are there for them; take the time to givethem 100%.• Service Recovery Program
  48. 48. Customer Service & Service Culture©2013 BigBuzz Marketing Group, Inc.If 99.9% Is Good Enough, Then . . .• 12 newborns will be given to the wrong parents daily.• 2,700 people will have the wrong body part operated on eachyear.• 114,500 mismatched pairs of shoes will be shipped/year.• 18,322 pieces of mail will be mishandled/hour.• 2,000,000 documents will be lost by the IRS this year.• 2 planes landing at OHare airport will be unsafe every day.• 315 entries in Websters dictionary will be misspelled.• 291 pacemaker operations will be performed incorrectly.• 3,056 Wall Street Journal copies will be missing 3 sectionsdaily.
  49. 49. Brand Culture Case Studies©2013 BigBuzz Marketing Group, Inc.• Brands are like people• And people gravitate towards certain cultures.• Is your brand relevant to your target ?• Is your culture relevant and enticing to your target “tojoin” ?
  50. 50. Brand Culture Case Studies©2013 BigBuzz Marketing Group, Inc.
  51. 51. Brand Culture Case Studies©2013 BigBuzz Marketing Group, Inc.
  52. 52. ©2013 BigBuzz Marketing Group, Inc.BK whopper freak-out.Culture jamming using Social MediaAdvance to next slide to watch
  53. 53. Culture Design Case Study©2013 BigBuzz Marketing Group, Inc.• Branding• Culture Development• Service Culture• Senior Management Consult & Training• Mid Management Training (Buy in)• Internal Front-liner Training (Buy in)• Service Recovery Program• Create Raving Fans – Brand Evangelists
  54. 54. What’s Next?©2013 BigBuzz Marketing Group, Inc.
  55. 55. Questions & Answers©2013 BigBuzz Marketing Group, Inc.
  56. 56. ©2013 BigBuzz Marketing Group, Inc.
  57. 57. Thank youPlease feel free to reach out to me with anyquestions.Kevin@bigbuzz.com - 516.845.0702 x303www.bigbuzz.com & www.thebuzzbubble.com©2013 BigBuzz Marketing Group, Inc.Some suggested reading:Advance to final slide to watch whats next at bigbuzz

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