My presentation to the Marketing Week 'Brand Summit 2008' on Tuesday 26th February. To save file size I've cut the short section that was very similar to the 'New Model Agency' presentation, and just left the extended eBay case study.
15. Our characters need to evolve Dexterous Expressive Detailed Stylised Dramatise auction culture Dramatise the auction process Cast of unique characters who represent the eBay community Generically represent the eBay community Give meaning to eBay logo Symbolise eBay logo
17. It’s all about the community, not the company Finbar Neville Poppy Eden Rational Inventor Artisan Crafter Guardian Provider Idealist Teacher
18. Their context needed to evolve World of auction culture Empty white world Dynamically moving Standing in a line Four people interacting in the eBay world Four friends in a room Products to the fore People to the fore
20. Our starting point We are the citizens of eBay world. Our purpose is to create a vibrant modern civilisation built not on agriculture, industrial production or warfare, but colourful commerce. We are a contemporary egalitarian society all striving for the same goals and like all successful civilisations, we have our own constitution and belief system that we stick to in order to ensure harmony within our culture. Different is good. We’re proud to go against convention. That doesn’t mean we’re weird or on the margins of society. It just means that if we think that there’s a better way of doing things then we’ll do it. This doesn’t just apply to shopping, it’s how we live our lives in general. We try to inject fun into everything we do. We don’t clown about for the sake of it but we are always positive and see the bright side of life. Although trading is the raison d’etre of our society, it is never a chore, always fresh and exciting. We trust people. We have faith in human nature, not corporations and boadrooms. That’s why we’re happy to trade with our neighbours rather than rush to big chainstores to buy what we need. We support our people, not “The Man”. The constitution of eBay world