How do you express your brand through the digital experience?

1. THE BRAND IS WHAT
THE BRAND DOES.
CREATING A BRAND-LED SERVICE EXPERIENCE
eCommerce Expo
The Directors’ Club, October 2013
Brook Calverley, Founder & Managing Partner, People-Made
@brookcalverley

2. THE NEW WORLD

3. CONSUMERISM

4. CORPORATE
MISBEHAVIOUR

5. ACCESS

6. LOOKING FOR
VALUES
PURPOSE
MEANING

7. NEW RELATIONSHIP
BETWEEN BRANDS &
PEOPLE

8. CUSTOMERS ARE IN CONTROL

9. 1. BRAND IS WHAT THE BRAND DOES

10. 2. BRANDS ARE MADE BY MANY

11. 3. BRAND IS THE
CENTRAL ORGANISING
PRINCIPLE

12. THE BIG PRIZE IS
FANDOM

14. THE BRAND FAN IS THE
BEST CUSTOMER A
BRAND CAN HAVE

15. HOW CAN I
CREATE
BRAND FANS?

16. FROM
DELIVERING
TECHNOLOGY
DELIVERING
BRAND
EXPERIENCE

17. IT’S ABOUT OFFERING SOMETHING
THAT IS TRUE TO YOUR VALUES

18. YOUR PLATFORM ISN’T FOR SHOPPING.
IT’S FOR EXPERIENCING
INTERACTING
EXPLORING
SHARING

19. WHO’S DOING IT WELL?

21. "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."

23. “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.”

24. WHO DO YOU THINK
IS DOING IT WELL?

25. CREATING A
BRAND-LED SERVICE
EXPERIENCE

26. 1. TRANSLATE YOUR BRAND INTO
HALLMARKS

27. 2. DEFINE AND DELIVER AN EXPERIENCE
– NOT A TRANSACTION

28. 3. CO-CREATE WITH EMPLOYEES &
CUSTOMERS

29. SUSTAINING BRAND-LED
EXPERIENCE: EMBEDDING
IN YOUR CULTURE

30. THE ONLY WAY TO MAKE IT STICK
HIRE FOR FIT
REWARD FOR BRAND-LED BEHAVIOURS
MAKE LEADERS DO IT

31. THANKS.
People-Made
hello@people-made.com
27 Paul St. London EC2A 4JU
www.people-made.com
Follow us @wearepeoplemade