Brands Summit 2008 Glyn Britton 26 February 2008
Sorry, but I’m not Carolyn Managh
I’m Glyn Britton <ul><li>3 years </li></ul>6 years 2 years 2 years
Get this presentation www.albionlondon.com/blog
What I’ll try and talk about <ul><li>How Albion are helping eBay to reinvent their brand communications: </li></ul><ul><ul...
How we work with eBay – in practice <ul><li>Multidisciplinary  team assembles around each task combining different skills ...
How we’re helping eBay to reinvent their brand communications
20 million customers in the UK
Democratised auction culture
Increased competition
Now need to challenge preconceptions
So how are we doing that? <ul><li>How Albion are helping eBay to reinvent their brand communications: </li></ul><ul><ul><l...
<ul><li>   THE    </li></ul><ul><li>COMMUNITY </li></ul><ul><li>IS THE BRAND. </li></ul><ul><li>   THE    </li></ul><u...
A hugely successful branding device <ul><li>84% attribution </li></ul>
Our characters need to evolve Dexterous Expressive Detailed Stylised Dramatise auction culture Dramatise the auction proce...
Chi Mickey ( Poppy ) Olivia Benjamin Wilma ( Poppy ) Eden , (Miguel) Finbar Neville Wolfgang (Gabriel) - Tamal Norma - Jac...
It’s all about the community, not the company Finbar Neville Poppy Eden Rational Inventor Artisan Crafter Guardian Provide...
Their context needed to evolve World of auction culture Empty white world Dynamically moving Standing in a line Four peopl...
World design in entertainment properties
Our starting point We are the citizens of eBay world. Our purpose is to create a vibrant modern civilisation built not on ...
eBay World
A new kind of brand? Brand reflects your  world You join the brand’s  world Dove Nike Gucci Economist Tesco
A new kind of brand? You  are  the brand world Brand reflects your  world You join the brand’s  world eBay Dove Nike Gucci...
Incidentally… <ul><li>Sometimes eBay the company does need to talk. Then we use a quite different creative vehicle… </li><...
<ul><li>DEATH </li></ul><ul><li>TO </li></ul><ul><li>CLEVERNESS </li></ul><ul><li> </li></ul><ul><li>IMMEDIACY </li></ul>...
Make it a habit
Banners with a live feed, to show people what they’re missing
The first ever live TV ad
<ul><li>   FROM    </li></ul><ul><li>IMAGE BUILDING </li></ul><ul><li>   TO    </li></ul><ul><li>TELLING THE TRUTH </l...
A blog in a press ad
A physical catalogue for an online company
eBaying in a social network
The future More digital. More experimental. Creating value for buyers. Playing with the business model. ?
What we’ve learnt (again and again) <ul><li>New kinds of brands, literally made of users. </li></ul><ul><li>Participants, ...
Thank you [email_address] Skype me: glyndot
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Albion at Marketing Week Brands Summit 2008

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My presentation to the Marketing Week 'Brand Summit 2008' on Tuesday 26th February. To save file size I've cut the short section that was very similar to the 'New Model Agency' presentation, and just left the extended eBay case study.

Published in: Business, Technology

Albion at Marketing Week Brands Summit 2008

  1. 1. Brands Summit 2008 Glyn Britton 26 February 2008
  2. 2. Sorry, but I’m not Carolyn Managh
  3. 3. I’m Glyn Britton <ul><li>3 years </li></ul>6 years 2 years 2 years
  4. 4. Get this presentation www.albionlondon.com/blog
  5. 5. What I’ll try and talk about <ul><li>How Albion are helping eBay to reinvent their brand communications: </li></ul><ul><ul><li>From image building, to telling the truth in compelling ways. </li></ul></ul><ul><ul><li>Death to cleverness - immediacy, immediacy, immediacy. </li></ul></ul><ul><ul><li>The community is the brand, the company is just the enabler. </li></ul></ul>
  6. 6. How we work with eBay – in practice <ul><li>Multidisciplinary team assembles around each task combining different skills and channels e.g. branding, DM, digital, advertising </li></ul><ul><li>Truly collaboratively with our clients – they spend 2 days a week working in our office, we spend 2 days a week working at theirs. </li></ul><ul><li>Brand and communications thinking integrated into the business planning process. Sharing our clients’ business objectives. </li></ul><ul><li>Working flexibly with specialist agencies or production partners –providing creative direction and production management. </li></ul>
  7. 7. How we’re helping eBay to reinvent their brand communications
  8. 8. 20 million customers in the UK
  9. 9. Democratised auction culture
  10. 10. Increased competition
  11. 11. Now need to challenge preconceptions
  12. 12. So how are we doing that? <ul><li>How Albion are helping eBay to reinvent their brand communications: </li></ul><ul><ul><li>From image building, to telling the truth in compelling ways. </li></ul></ul><ul><ul><li>Death to cleverness - immediacy, immediacy, immediacy. </li></ul></ul><ul><ul><li>The community is the brand, the company is just the enabler. </li></ul></ul>
  13. 13. <ul><li> THE  </li></ul><ul><li>COMMUNITY </li></ul><ul><li>IS THE BRAND. </li></ul><ul><li> THE  </li></ul><ul><li>COMPANY </li></ul><ul><li>IS JUST THE ENABLER. </li></ul>
  14. 14. A hugely successful branding device <ul><li>84% attribution </li></ul>
  15. 15. Our characters need to evolve Dexterous Expressive Detailed Stylised Dramatise auction culture Dramatise the auction process Cast of unique characters who represent the eBay community Generically represent the eBay community Give meaning to eBay logo Symbolise eBay logo
  16. 16. Chi Mickey ( Poppy ) Olivia Benjamin Wilma ( Poppy ) Eden , (Miguel) Finbar Neville Wolfgang (Gabriel) - Tamal Norma - Jack Composer ( ISFP ): Synthesizing Performer ( ESFP ): Demonstrating Entertainer (SFP) Improvising Crafter ( ISTP ): Instrumenting Promoter ( ESTP ): Persuading Operator (STP) Expediting Artisan (SP) Tactical Protector ( ISFJ ): Securing Provider ( ESFJ ): Supplying Conservator (SFJ) Supporting Inspector ( ISTJ ): Certifying Supervisor ( ESTJ ): Enforcing Administrator (STJ) Regulating Guardian (SJ) Logistical Earthling (S) Observant Architect ( INTP ): Designing Inventor ( ENTP ): Devising Engineer (NTP) Constructing Mastermind ( INTJ ): Entailing Fieldmarshal ( ENTJ ): Mobilizing Coordinator (NTJ) Arranging Rational (NT) Strategic Healer ( INFP ): Conciliating Champion ( ENFP ): Motivating Advocate (NFP) Mediating Counselor ( INFJ ): Guiding Teacher ( ENFJ ): Educating Mentor (NFJ) Developing Idealist (NF) Diplomatic Martian (N) Introspective Expressive or Reserved? Directive or Informative? Cooperative or Utilitarian? Abstract or Concrete? Role Variant Role Temperament
  17. 17. It’s all about the community, not the company Finbar Neville Poppy Eden Rational Inventor Artisan Crafter Guardian Provider Idealist Teacher
  18. 18. Their context needed to evolve World of auction culture Empty white world Dynamically moving Standing in a line Four people interacting in the eBay world Four friends in a room Products to the fore People to the fore
  19. 19. World design in entertainment properties
  20. 20. Our starting point We are the citizens of eBay world. Our purpose is to create a vibrant modern civilisation built not on agriculture, industrial production or warfare, but colourful commerce. We are a contemporary egalitarian society all striving for the same goals and like all successful civilisations, we have our own constitution and belief system that we stick to in order to ensure harmony within our culture. Different is good. We’re proud to go against convention. That doesn’t mean we’re weird or on the margins of society. It just means that if we think that there’s a better way of doing things then we’ll do it. This doesn’t just apply to shopping, it’s how we live our lives in general. We try to inject fun into everything we do. We don’t clown about for the sake of it but we are always positive and see the bright side of life. Although trading is the raison d’etre of our society, it is never a chore, always fresh and exciting. We trust people. We have faith in human nature, not corporations and boadrooms. That’s why we’re happy to trade with our neighbours rather than rush to big chainstores to buy what we need. We support our people, not “The Man”. The constitution of eBay world
  21. 21. eBay World
  22. 22. A new kind of brand? Brand reflects your world You join the brand’s world Dove Nike Gucci Economist Tesco
  23. 23. A new kind of brand? You are the brand world Brand reflects your world You join the brand’s world eBay Dove Nike Gucci Economist Tesco Facebook
  24. 24. Incidentally… <ul><li>Sometimes eBay the company does need to talk. Then we use a quite different creative vehicle… </li></ul>
  25. 25. <ul><li>DEATH </li></ul><ul><li>TO </li></ul><ul><li>CLEVERNESS </li></ul><ul><li> </li></ul><ul><li>IMMEDIACY </li></ul><ul><li>IMMEDIACY </li></ul><ul><li>IMMEDIACY </li></ul>
  26. 26. Make it a habit
  27. 27. Banners with a live feed, to show people what they’re missing
  28. 28. The first ever live TV ad
  29. 29. <ul><li> FROM  </li></ul><ul><li>IMAGE BUILDING </li></ul><ul><li> TO  </li></ul><ul><li>TELLING THE TRUTH </li></ul><ul><li>IN COMPELLING WAYS </li></ul>
  30. 30. A blog in a press ad
  31. 31. A physical catalogue for an online company
  32. 32. eBaying in a social network
  33. 33. The future More digital. More experimental. Creating value for buyers. Playing with the business model. ?
  34. 34. What we’ve learnt (again and again) <ul><li>New kinds of brands, literally made of users. </li></ul><ul><li>Participants, not consumers. </li></ul><ul><li>Immediacy: If you’ve got something great to say, just say it simple. </li></ul><ul><li>It’s better to try some things and see what works, than endlessly plan. </li></ul><ul><li>Embrace richness, depth, texture and complexity. </li></ul><ul><li>Coherence, not consistency. </li></ul><ul><li>Not advertising. Conversations. </li></ul><ul><li>The growing importance of ‘voice’. </li></ul><ul><li>Anything’s possible with plug and play media. </li></ul><ul><li>The best work comes from collaboration. </li></ul><ul><li>The importance of internal culture. </li></ul>
  35. 35. Thank you [email_address] Skype me: glyndot

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