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@WARBYPARKER | @TMRLY

"The Content & Branding Playbook," Warby Parker >> Tim Riley [COMMERCISM 2014]

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RECRUITING PARTY LOYALISTS: THE CONTENT & BRANDING PLAYBOOK, Tim Riley, Director of Online Experience, Warby Parker

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Page 1: "The Content & Branding Playbook," Warby Parker >> Tim Riley [COMMERCISM 2014]

@WARBYPARKER | @TMRLY

Page 2: "The Content & Branding Playbook," Warby Parker >> Tim Riley [COMMERCISM 2014]

Hello, I’m Tim. Nice to meet you.

Page 3: "The Content & Branding Playbook," Warby Parker >> Tim Riley [COMMERCISM 2014]

≠

Eyeglasses(should(not(cost($400+(

Eyeglasses(can(be(sold(online(

Page 4: "The Content & Branding Playbook," Warby Parker >> Tim Riley [COMMERCISM 2014]

Eyewear'only+brands+

Page 5: "The Content & Branding Playbook," Warby Parker >> Tim Riley [COMMERCISM 2014]

Fashion(brands(Eyewear0only(brands(

Page 6: "The Content & Branding Playbook," Warby Parker >> Tim Riley [COMMERCISM 2014]

Eyewear'retailers'Fashion'brands'Eyewear2only'brands'

Page 7: "The Content & Branding Playbook," Warby Parker >> Tim Riley [COMMERCISM 2014]

Vision&insurance&Eyewear&retailers&Fashion&brands&Eyewear5only&brands&

Page 8: "The Content & Branding Playbook," Warby Parker >> Tim Riley [COMMERCISM 2014]

Vision&insurance&Eyewear&retailers&Fashion&brands&Eyewear5only&brands&

Page 9: "The Content & Branding Playbook," Warby Parker >> Tim Riley [COMMERCISM 2014]

Page 10: "The Content & Branding Playbook," Warby Parker >> Tim Riley [COMMERCISM 2014]

01

A Lifestyle Brand 02

offering Value and Service 03

with a Social Mission

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16#

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#warbyhometryon

Page 23: "The Content & Branding Playbook," Warby Parker >> Tim Riley [COMMERCISM 2014]

#warbyhometryon

Page 24: "The Content & Branding Playbook," Warby Parker >> Tim Riley [COMMERCISM 2014]

#warbysnowman

Page 25: "The Content & Branding Playbook," Warby Parker >> Tim Riley [COMMERCISM 2014]

#warbysnowman

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Page 37: "The Content & Branding Playbook," Warby Parker >> Tim Riley [COMMERCISM 2014]

@WARBYPARKER | @TMRLY

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