Pepe Marais provides words of wisdom about finding purpose in life, pouring your heart into everything you do, thinking beyond brands, acting locally while thinking globally, and crowd-sourcing your life. The document then discusses a campaign for the British fashion brand Ted Baker to help it translate its unique cultural flavor as it expands internationally to countries like China, Japan, the USA, and the Middle East. It provides details on Ted Baker's core audience and challenges the reader to consider how to activate potential shoppers across multiple touchpoints to interact with the brand, shop, and share as it brings its British sense of humor and approach to fashion abroad.

1. Words of Wisdom

2. Pepe Marais
Founder and CCO
Joe Public

3. Find true purpose to your life

4. Love what you do
with all your heart

5. Pour your heart into everything

6. The more you give,
the more you get

7. So don’t tell me
it’s all about brands

8. But why is it about brands?

9. Think beyond the brand

10. Think global
Act Local

11. Everyone wants to be special

12. The Power Shift

13. Crowd-source your life
(Everyone loves being in a cult)

14. The corner shop experience

15. Real values, humanity

16. What is your digital strategy?

17. What is your strategy?

18. What is Facebook for?

19. What is Twitter for?

20. What is LinkedIn for?

21. What is Pinterest for?

22. Ted Baker

23. Ted Baker is continuing its plan for global
growth, with new locations opening in
China, Japan, the USA and the Middle
East – each time taking a little bit of
Britain with them.

24. When opening a new location in another
country, it’s not easy for a brand like Ted
to translate its unique cultural flavour.
It’s your job to bring its British sense of
humour and unique approach to fashion
to another country – which country is up
to you.

25. Your campaign will need to activate
potential shoppers to visit Ted Baker
stores and Ted Baker online; interact
with the brand; and most importantly, to
shop and share.

26. Ted stands out from the crowd,
however great the crowd may be.
• Consider multiple touch points in
reaching the target audience. These
could include advertising, social
media, online, shop windows, in-store
visuals and installations, etc.
• How can you activate word of mouth?

27. Ted’s not one to ‘pigeonhole’ its
customers. If pushed however, its core
audience is supremely stylish, confident,
down-to-earth men and women aged 25-
35… but always young at heart.

28. International
British
Interact, shop, share
Multiple touchpoints
‘Stylish’ 25-35

29. Holy bat droppings
This sounds like a job for:
Pinterest

30. What if you HAD to use
LinkedIn?

31. Fashion Merchandisers

32. What could you do in print?

33. What could you with radio/tv

34. Webisodes?
Streaming Radio?

35. What happens at Fashion Week?

36. Crowd Source a
LinkedIn Merchandiser
to do YouTube from Fashion Week

37. Think Personal

38. Some Examples