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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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? ?
? ?
?
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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