Creating a brand-led service experience

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 hello@people-made.com

27 Paul St. London EC2A 4JU www.people-made.com Follow us @wearepeoplemade