BRAND CAMPTHIS ONE TIME AT

1. Purpose & Definitions2. The Brand Test3. Prioritizing Actions

PURPOSE & DEFINITIONSBRAND CAMP

The Purpose of Brand CampWhat is brand?What is a brand story?

The Promise You Make

The Perception You Leave

People With

The Expectations You Create

The Persona You Embody

The Elements You Use To

Communicate

BRAND OFFENSE

The Promise You KEEP

The Perception PEOPLE HAVE

The Expectations PEOPLE CREATE

The Persona PEOPLE IDENTIFY

WITH YOU

The WAYS PEOPLE

COMMUNICATE WITH YOU

BRAND DEFENSE

The Purpose of Brand Camp

Zappos Vision:

• One day, 30% of all retail transactions in the US will be online.

• People will buy from the company with the best service and the best selection.

• Zappos.com will be that online store.

Zappos Mission:

Customer Service Isn't Just A Department!We've been asked by a lot of people how we've grown so quickly, and the answer is actually really simple... We've aligned the entire organization around one mission: to provide the best customer service possible. Internally, we call this our WOW philosophy.

The Purpose of Brand Camp

MISSION

• What We Are Here To Do

VISION

• Where We Are Going

VALUES

• What We Will & Will Not Do

• What we stand for

• What we believe in

What we are NOT here to do.

Change Who We Are◦ This exercise will EXPOSE who we are and help us articulate it

better.

Define Our Audience(s)◦ Our audiences are too broad. Down the line we will create

different messages to reach different audiences, but the brand story stays the same.

Differentiate Between Operational Goals◦ Our brand story shouldn’t adjust to meet the strategy. If our

brand story doesn’t fit our activity, should we be doing the activity?

Create Design, Taglines, or Ad Copy◦ All of these activities flow from our brand decisions.

Create a Sales Pitch

The Brand TestBRAND CAMP

The Brand Test

1. Is it true?2. Is it specific?3. Is it unique? (Does it set us apart?)4. Is it redundant?5. Does it matter to people? (Agents, Admin, Customers, Partners)6. Does anyone care?7. Is it actionable?8. Are we willing to sacrifice to get it and keep it?9. Will it scale?

Remove, Restate, Revise, Replace

1. No sacred cows.2. Everything can be thrown out.3. Take the time this process deserves.4. Be yourself and stay true to yourself. “Everyone else is taken.”

PRIORITIZING ACTIONSBRAND CAMP

Internal Storytelling

• Culture• Policies• Communication• Relationships• Attitudes• Commitment• Perceptions• Behavior

External Storytelling

• Strategies• Projects• Communication• Advertising• Tactics• Media• Events• Language

Review Next Steps

Outline Your Action Plan