L’Innovation Napoleon, Wednesday 18th September 2013 Doug Hewett, Founder & Managing Partner, People-Made

THE BRAND IS WHAT THE BRAND DOES. EMPLOYEES AS BRAND ADVOCATES

1. HOW BRANDS HAVE CHANGED 2. EMPLOYEES AS BRAND ADVOCATES 3. A FEW STORIES

1. HOW BRANDS HAVE

CHANGED

IN THE SOCIAL AGE OF TRANSPARENCY BRAND IS WHAT THE BRAND DOES

THERE IS NO CONTROL, ONLY INFLUENCE BRANDS ARE MADE BY MANY

CONSUMER SUPPORT IS MAKE OR BREAK BRANDS ARE DEMOCRATIC

2. BRAND CULTURE,

INSIDE-OUT

THE WALLS HAVE COME DOWN

EMPLOYEE = CUSTOMER

CUSTOMER = EMPLOYEE

3. A FEW SHORT STORIES

BEING A FASHION AUTHORITY

TOPSHOP

YOUR STYLE.

TOPSHOP PEOPLE – ENCOURAGING INFLUENCE

100% CUSTOMER FOCUS, NO TIME LIMITS.

Zappos

NO SCRIPTS.

ZAPPOS PEOPLE – CREATING SERVICE MEMES

TRANSFORMING A BUSINESS, TO FLY TO SERVE

BRITISH AIRWAYS

MAKE IT REAL

BA PEOPLE – AN INSIDER VIEW

EVERYONE’S AN ADVOCATE.

PlayStation

GAME ON.

PLAYSTATION PEOPLE – BUILDING THE BUZZ

#PS4NODRM

PURPOSE BEFORE PROFIT.

Patagonia

DON’T BUY.

KEY THINGS TO TAKE AWAY

THREE THINGS: 1. BRAND IS WHAT THE BRAND DOES, SO MAKE SURE YOU’RE DOING IT BEFORE YOU GO SAYING ANYTHING 2. BRANDS ARE MADE BY MANY, SO GIVE YOUR EMPLOYEES MORE PERMISSION TO INFLUENCE 3. BRANDS ARE DEMOCRATIC, SO KEEP LISTENING…

MERCI @WEAREPEOPLEMADE @DOUGHEWETT