This document discusses how brands must adapt to the new era of transparency where consumers have more information and power. It notes that only 28% of people rate brand as an important purchasing driver, and 70% of people would not care if most brands disappeared. It argues that brands must get closer to customers, have an authentic internal culture aligned with their values, and appoint a "Chief Culture Officer" to shape the company culture. Successful future brands will be true to themselves and their employees to form genuine human connections with customers.

1. BRANDS
IN THE
SOCIAL AGE
OF TRANSPARENCY.
Presented by Brook Calverley & Doug Hewett

2. IN THE TRANSPARENT AGE
CONSUMERS HAVE
SUPER-POWERS

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. 28%
ONLY
OF PEOPLE RATED BRAND
Ernst&Young, 2012
AS A PURCHASING DRIVER.

5. MOST PEOPLE
WOULDN’T
70%
CARE IF of
brands
didn’t
Havas, 2012
exist.

6. THE
NAKED
BRAND.

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. WHAT
DOES
THIS MEAN
FOR US?

9. GET
CLOSER.

10. Your CEO regards getting
closer to customers as
one of three pre-requisites
for SUCCESS in the
twenty-first century.
IBM, 2012

11. THE BRAND IS WHAT
THE BRAND DOES.

12. You need an internal
culture that’s true
to the brand.

13. INTRODUCING:
THE CHIEF
CULTURE
OFFICER.
With the customer relationship hanging in
the balance your business can no longer
afford to let your culture – and therefore
your brand - be shaped by HR

14. SHIFTING
FOCUS FROM
OUTSIDE TO
INSIDE.
Forging stronger alliances with CIO and HRD

15. THE
PRIZE.

16. Protects and enhances brand reputation
Opens ways to increase customer engagement
Creates more authentic experiences
Enables innovation inside the business
Creates consistency through a single view
of the brand

17. A
MORE
HUMAN
BRAND.

18. THE
NEXT
GENERATION
WINNERS.

19. The future belongs to brands that
are true to themselves and to the
people inside them.
Those able to create
connections that are
human and real.

20. Patagonia
GENEROUS.
Helping clean up someone else’s mess

21. Barclays
HONEST.
Putting its money where its mouth is

22. Zappos
GENUINE.
Letting the right one in

23. BMW
LISTENING.
Turning drivers into Electronauts

24. Lego
CURIOUS.
Can you see what it is yet?

25. What’S common to all
is an authentic brand
that’s defined and supported
by a culture that brings
it to life.

26. THANKS.
People-Made
+44 (0)207 382 6222
hello@people-made.com
27 Paul St. London EC2A 4JU
www.people-made.com
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