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.

1. Brands Summit 2008 Glyn Britton 26 February 2008

2. Sorry, but I’m not Carolyn Managh

4. Get this presentation www.albionlondon.com/blog

7. How we’re helping eBay to reinvent their brand communications

8. 20 million customers in the UK

9. Democratised auction culture

10. Increased competition

11. Now need to challenge preconceptions

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. 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. It’s all about the community, not the company Finbar Neville Poppy Eden Rational Inventor Artisan Crafter Guardian Provider Idealist Teacher

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. World design in entertainment properties

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. eBay World

22. A new kind of brand? Brand reflects your world You join the brand’s world Dove Nike Gucci Economist Tesco

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

26. Make it a habit

27. Banners with a live feed, to show people what they’re missing

28. The first ever live TV ad

30. A blog in a press ad

31. A physical catalogue for an online company

32. eBaying in a social network

33. The future More digital. More experimental. Creating value for buyers. Playing with the business model. ?

35. Thank you [email_address] Skype me: glyndot