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Building a Brand that Matters
A little about me… 
2 
R&D 
Culture 
Community 
and Experience
A service company that just happens to 
sell shoes, clothing, handbags, 
accessories, housewares…
2009 #23 
2010 #15 
2011 #6 
TOP 100 BEST 
COMPANIES TO 
WORK FOR
Headquarters: 
Downtown Las Vegas 
Fulfillment: 
Shepherdsville, KY 
1500+ employees
1,000+ brands 
200,000+ styles 
6 million items 
in warehouse 
100% inventoried
Customer Service: 
What customers see first 
24/7 1-800 number on every page 
Free shipping 
Free return shipping 
365-day return policy 
7
Customer Service: 
What customers experience 
Fast, accurate fulfillment 
Surprise Upgrades 
Occasionally direct to competitors’ web sites 
8
Customer Service: 
What we do internally 
No call times/sales goals 
360 Culture Reviews 
4 weeks of training 
9
Customer Service: 
What we do internally 
Pay to Quit 
Culture Book 
Interviews Based on Culture 
10
NPS Scores – The Ultimate Question 
• Based on your recent experience, how likely 
would you be to recommend us to a friend or 
family member?
NPS Scores – The Ultimate Question 
• Based on your recent experience, how likely 
would you be to recommend us to a friend or 
family member? 
93%
NPS Scores 
• If you started your own service-based 
company, how likely would you be to hire the 
team member who assisted you?
NPS Scores 
• If you started your own service-based 
company, how likely would you be to hire the 
team member who assisted you? 
92%
7 Steps to 
Building a Brand 
that Matters 
15
Step #1 
• Decide if you’re trying to build a long term 
sustainable brand 
• Requires more patience with revenues & 
profits in order to lay the foundation 
• Decide sooner rather than later 
16 
DECIDE
Step #2 
FIGURE OUT 
VALUES & CULTURE 
17
VALUES & CULTURE 
• PERSONAL/COMPANY’S core 
values 
• Start EARLY… 
• It doesn’t MATTER what the 
values are. 
• The most important thing 
is ALIGNMENT 
18
1. Deliver WOW Through Service 
2. Embrace and Drive Change 
3. Create Fun and a Little Weirdness 
4. Be Adventurous, Creative, and Open- 
Minded 
5. Pursue Growth and Learning 
6. Build Open and Honest Relationships With 
Communication 
7. Build a Positive Team and Family Spirit 
8. Do More with Less 
9. Be Passionate and Determined 
10. Be Humble 
19
Step #3 
COMMIT TO 
“Be real and you have nothing to fear” 
Your culture is your brand 
Don’t try to be someone you are not 
20
Commitment to Transparency: 
Examples 
“Ask Anything” newsletter 
Extranet for vendors 
Tours & reporter visits 
21
Step #4 
VISION 
“Whatever you’re thinking, think bigger.” 
Does the vision have meaning? 
Chase the vision, not the money… 
22
Evolution of the Zappos Vision 
Best Selection 
of Shoes 
Culture/Values 
Best Customer 
Service 
Deliver Happiness 
23
ENTREPRENEURS: 
What would you be passionate 
about doing for 10 years 
even if you never made a 
dime? 
24
EMPLOYEES: 
What’s the larger vision and 
greater purpose in their 
work beyond money or 
profits? 
25
VISION 
MOTIVATION 
vs. 
INSPIRATION 
26
Step #5 
BUILD RELATIONSHIPS 
(not networking or marketing) 
Be INTERESTED rather than trying to be INTERESTING 
ZCN Clubs – PEC - Wishez 
27
PEC – Personal Emotional Connection
Wishez
Step #6 
BUILD YOUR TEAM 
“If you want to go quickly, go alone. 
If you want to go far, go together.” 
(African proverb) 
Hire slowly. Fire quickly. 
30
Step #7 
THINK LONG TERM 
Repeat customers 
Customer service 
There is no “get rich quick” formula 
“Overnight” successes are years in the making 
(both personally and in business) 
31
WHAT CULTURE CAN DO FOR A COMPANY 
NOV ‘09 AMAZON ACQUIRES ZAPPOS 
$1.2 BILLION SHARE VALUE AT THE TIME OF CLOSING
33
Thank you for allowing me to be here! 
Email me! Jamie@zappos.com 
• Questions or Comments 
• A copy of this presentation 
• Tour of our office 
– If you happen to be in Las Vegas! 
• Copy of our culture book 
– Be sure to include your mailing address!

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Building a Brand that Matters, Jamie Naugthon, Zappos - Customer Centric 2014

  • 1. Building a Brand that Matters
  • 2. A little about me… 2 R&D Culture Community and Experience
  • 3. A service company that just happens to sell shoes, clothing, handbags, accessories, housewares…
  • 4. 2009 #23 2010 #15 2011 #6 TOP 100 BEST COMPANIES TO WORK FOR
  • 5. Headquarters: Downtown Las Vegas Fulfillment: Shepherdsville, KY 1500+ employees
  • 6. 1,000+ brands 200,000+ styles 6 million items in warehouse 100% inventoried
  • 7. Customer Service: What customers see first 24/7 1-800 number on every page Free shipping Free return shipping 365-day return policy 7
  • 8. Customer Service: What customers experience Fast, accurate fulfillment Surprise Upgrades Occasionally direct to competitors’ web sites 8
  • 9. Customer Service: What we do internally No call times/sales goals 360 Culture Reviews 4 weeks of training 9
  • 10. Customer Service: What we do internally Pay to Quit Culture Book Interviews Based on Culture 10
  • 11. NPS Scores – The Ultimate Question • Based on your recent experience, how likely would you be to recommend us to a friend or family member?
  • 12. NPS Scores – The Ultimate Question • Based on your recent experience, how likely would you be to recommend us to a friend or family member? 93%
  • 13. NPS Scores • If you started your own service-based company, how likely would you be to hire the team member who assisted you?
  • 14. NPS Scores • If you started your own service-based company, how likely would you be to hire the team member who assisted you? 92%
  • 15. 7 Steps to Building a Brand that Matters 15
  • 16. Step #1 • Decide if you’re trying to build a long term sustainable brand • Requires more patience with revenues & profits in order to lay the foundation • Decide sooner rather than later 16 DECIDE
  • 17. Step #2 FIGURE OUT VALUES & CULTURE 17
  • 18. VALUES & CULTURE • PERSONAL/COMPANY’S core values • Start EARLY… • It doesn’t MATTER what the values are. • The most important thing is ALIGNMENT 18
  • 19. 1. Deliver WOW Through Service 2. Embrace and Drive Change 3. Create Fun and a Little Weirdness 4. Be Adventurous, Creative, and Open- Minded 5. Pursue Growth and Learning 6. Build Open and Honest Relationships With Communication 7. Build a Positive Team and Family Spirit 8. Do More with Less 9. Be Passionate and Determined 10. Be Humble 19
  • 20. Step #3 COMMIT TO “Be real and you have nothing to fear” Your culture is your brand Don’t try to be someone you are not 20
  • 21. Commitment to Transparency: Examples “Ask Anything” newsletter Extranet for vendors Tours & reporter visits 21
  • 22. Step #4 VISION “Whatever you’re thinking, think bigger.” Does the vision have meaning? Chase the vision, not the money… 22
  • 23. Evolution of the Zappos Vision Best Selection of Shoes Culture/Values Best Customer Service Deliver Happiness 23
  • 24. ENTREPRENEURS: What would you be passionate about doing for 10 years even if you never made a dime? 24
  • 25. EMPLOYEES: What’s the larger vision and greater purpose in their work beyond money or profits? 25
  • 26. VISION MOTIVATION vs. INSPIRATION 26
  • 27. Step #5 BUILD RELATIONSHIPS (not networking or marketing) Be INTERESTED rather than trying to be INTERESTING ZCN Clubs – PEC - Wishez 27
  • 28. PEC – Personal Emotional Connection
  • 30. Step #6 BUILD YOUR TEAM “If you want to go quickly, go alone. If you want to go far, go together.” (African proverb) Hire slowly. Fire quickly. 30
  • 31. Step #7 THINK LONG TERM Repeat customers Customer service There is no “get rich quick” formula “Overnight” successes are years in the making (both personally and in business) 31
  • 32. WHAT CULTURE CAN DO FOR A COMPANY NOV ‘09 AMAZON ACQUIRES ZAPPOS $1.2 BILLION SHARE VALUE AT THE TIME OF CLOSING
  • 33. 33
  • 34. Thank you for allowing me to be here! Email me! Jamie@zappos.com • Questions or Comments • A copy of this presentation • Tour of our office – If you happen to be in Las Vegas! • Copy of our culture book – Be sure to include your mailing address!