guide live: why experience is more important than ever

Guide Live, Thursday 6th June 2013

Amplify x People-Made

THE BRAND IS WHAT THE BRAND DOES. WHY EXPERIENCE IS MORE IMPORTANT THAN EVER

1. BRANDS HAVE CHANGED 2. BRAND CULTURE – INSIDE-OUT 3. A FEW SHORT STORIES

1. BRANDS HAVE CHANGED

1. DIGITAL 2. SOCIAL 3. SOCIETY

THE SOCIAL AGE OF TRANSPARENCY

CONSUMERS HAVE… · MASSIVE CHOICE · INSTANT ACCESS · TOOLS TO COMPARE

CONSUMERS CAN… · SEE THE WHOLE PICTURE · SHARE YOUR MISTAKES IN REAL-TIME

CONSUMERS FEEL… · DIMINISHED TRUST · THEY BELIEVE IT WHEN THEY SEE IT

WHAT DOES THIS MEAN? ??

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THE BRAND IS WHAT THE BRAND DOES.

BRANDS ARE… · AUTHENTIC EXPERIENCES · MADE BY MANY · REALTIME AND CHANGING · BUILT ON A STRONG PURPOSE

THE WALLS HAVE COME DOWN

2. BRAND CULTURE

INSIDE-OUT

THREE - CONSUMERS

MEET THE ONE..

SPOTIFY NOW PLAYING

MUMS ON-THE-GO

MEANWHILE, TO STAFF…

MAIDENHEAD HQ

GLASGOW CALL-CENTRE MUMBAI CALL-CENTRE

IN-STORE

BRIEF: HOW DO WE GET THREE TO LOVE

THREE?

A JOB AN EMPLOYEE EXPECTED MARKETING SPIEL A COG IN THE MACHINE

> PROUD OF WHAT YOU DO > A COMPANY > REMARKABLE > EVERYDAY SOUNDBYTES > PART OF THE SOLUTION

b

THREE

BREATHE THEIR ENVIRONMENT

FEEL PART OF LAUNCHES

GET IN ON THE FUN STUFF

AS SIMPLE AS A GOOD LEVEL OF BASIC EXPERIENCE

ENGAGEMENT – TWO DIFFERENT KINDS

THE GOOD KIND

FOCUSES OUTSIDE

CUSTOMERS AND SERVICE EXPERIENCE AS THE END GOAL

THE BAD KIND

ONLY THINKS INSIDE

EMPLOYEE ENGAGEMENT AS THE END GOAL

DIFFERENT EXPERIENCES…

CONSUMER PARTY STAFF PARTY

WE NEED TO BUILD A STRONG PURPOSE

IF YOU WANT TO BUILD A SHIP, DON’T DRUM UP PEOPLE TO COLLECT THE WOOD AND ASSIGN THEM TASKS AND WORK. INSTEAD, TEACH THEM TO YEARN FOR THE VAST AND ENDLESS SEA

Antoine de Saint-Exupery, French Novelist and Pilot, 1900-1944

3. A FEW SHORT STORIES

PEOPLE

YOUR STAFF. YOUR ADVOCATES.

Three

IT’S OUR TIME.

Three

EVERYONE’S AN ADVOCATE.

PlayStation

GAME ON.

PlayStation

START WITH YOUR STAFF

PlayStation

ANNOUNCE- MENT

PlayStation

TERRITORY ROLL-OUT

PlayStation

ACCESS: THE CORE FANS

PlayStation

THE MAIN- STREAM

PlayStation

IN-STORE

BEING A FASHION AUTHORITY

TOPSHOP

YOUR STYLE.

PROMISES

100% CUSTOMER FOCUS, NO TIME LIMITS.

Zappos

NO SCRIPTS.

TRANSFORMING A BUSINESS, TO FLY TO SERVE

BA

MAKE IT REAL

TAKE YOUR STAFF ON A JOURNEY.

Eurostar

ALL ABOARD.

Eurostar

Eurostar

Eurostar

Eurostar

Eurostar

Eurostar

PURPOSE

CLOSING ITS TAX AVOIDANCE UNIT.

Barclays

PAY TAX.

PURPOSE BEFORE PROFIT.

Patagonia

DON’T BUY.

STARTING A MOVEMENT FOR CHANGE

Nike Foundation

GIRL EFFECT.

Nike Foundation

The Girl Effect

The Girl Effect

WHAT DOES THAT ALL MEAN?

TOGETHER WE CAN HELP BRANDS… · BE MADE BY THEIR PEOPLE · KEEP THEIR PROMISES · STAY TRUE TO THEIR PURPOSE · DELIVER EXPERIENCES THAT INSPIRE FANDOM

THANKS @WEAREAMPLIFY @WEAREPEOPLEMADE