creating a brand-led service experience
DESCRIPTION
How do you express your brand through the digital experience?TRANSCRIPT
eCommerce Expo
The Directors’ Club, October 2013
Brook Calverley, Founder & Managing Partner, People-Made @brookcalverley
CREATING A BRAND-LED SERVICE EXPERIENCE
THE BRAND IS WHAT THE BRAND DOES.
THE NEW WORLD
CONSUMERISM
CORPORATE MISBEHAVIOUR
ACCESS
LOOKING FOR VALUES PURPOSE MEANING
NEW RELATIONSHIP BETWEEN BRANDS &
PEOPLE
CUSTOMERS ARE IN CONTROL
1. BRAND IS WHAT THE BRAND DOES
2. BRANDS ARE MADE BY MANY
3. BRAND IS THE CENTRAL ORGANISING
PRINCIPLE
THE BIG PRIZE IS
FANDOM
THE BRAND FAN IS THE BEST CUSTOMER A BRAND CAN HAVE
HOW CAN I CREATE
BRAND FANS?
FROM DELIVERING TECHNOLOGY
DELIVERING BRAND
EXPERIENCE
IT’S ABOUT OFFERING SOMETHING THAT IS TRUE TO YOUR VALUES
YOUR PLATFORM ISN’T FOR SHOPPING. IT’S FOR EXPERIENCING
INTERACTING EXPLORING SHARING
WHO’S DOING IT WELL?
"We're constantly thinking about how we translate the emotion of what we create and experience in the real world into the digital space… Burberry Kisses began with the idea of giving technology a bit of heart and soul, and using it to unite the Burberry family across the world - by telling a story that makes the digital personal."
“Late last year, Natalie set us a challenge to create an app that would bring together the Net-a-porter Live, the feed that shows what shoppers are buying in real time, the products and create a community of customers… We had done some research that showed that our customer likes to be inspired by other people, whether it’s their friends or celebrities.”
WHO DO YOU THINK IS DOING IT WELL?
CREATING A
BRAND-LED SERVICE EXPERIENCE
1. TRANSLATE YOUR BRAND INTO HALLMARKS
2. DEFINE AND DELIVER AN EXPERIENCE – NOT A TRANSACTION
3. CO-CREATE WITH EMPLOYEES & CUSTOMERS
SUSTAINING BRAND-LED EXPERIENCE: EMBEDDING
IN YOUR CULTURE
HIRE FOR FIT REWARD FOR BRAND-LED BEHAVIOURS
MAKE LEADERS DO IT
THE ONLY WAY TO MAKE IT STICK
THANKS.
People-Made [email protected]
27 Paul St. London EC2A 4JU www.people-made.com Follow us @wearepeoplemade