The document discusses what makes a brand remarkable. It emphasizes that a remarkable brand has a clear vision, mission, and values that are consistently communicated internally to employees and externally to customers. It stresses the importance of creating a unique culture and customer experience that are aligned with the brand promise. The lessons highlight that remarkable brands focus on long-term goals over short-term profits, empower employees, cultivate customer loyalty, and measure success based on customer and employee satisfaction rather than just financial metrics.

2. What is a brand?

3. The shift:
Business to Brand

4. So what is a brand?

5. It’s not a logo

6. It’s not a consistent
corporate identity

7. It’s not a product

8. It’s not what YOU say it is

9. It’s not a product
It’s what people say about you
when you’re not in the room

10. “A brand for a company is like a
reputation for a person. You earn
reputation by trying to do hard
things well.”
Jeff Bezos

11. A great brand has
nothing to do with size

12. I’m going to equip you with the tools to
better control that conversation

13. A brand is a tool that consumers use
when making buying decisions

14. Creating a brand gives you stability,
growth potential, loyalty and longevity

15. So how do you create
a great brand?

17. Advertising is the tax you pay
for being unremarkable

18. What makes you stand out?

19. What do you stand for?

20. Three little questions
Who are you?
What do you do?
Why does it matter?

21. Who are you?
We are Lucozade Sport.
What do you do?
We make sports nutrition products
Why does it matter?
We matter because we give sports people an edge when it matters
most. That’s why we are the official provider of sports nutrition
to the biggest names in football and athletics.

22. Who are you?
We are Andrex.
What do you do?
We make soft, strong and long toilet tissue for the whole family
Why does it matter?
We matter because we understand that it’s the little things that
can make a difference, so we continue to produce high quality
toilet tissue with outstanding value.

23. Can you answer these?
Who are you?
What do you do?
Why does it matter?

24. Be consistent inside
the company and out

25. Your Vision
How do you
see your
future?

26. To be the Earth’s favourite
little food company.
While that might sound a
little far fetched to some
people, a wise chap once said
‘We are limited not by our
abilities but by our vision.’
Which is why we’ve made
ours so big.

27. Your Mission

28. It's about the meaning
behind the money

29. Why are you doing what you do?
Many people find this really hard
to articulate

30. To organise
the world‘s
information
and make it
universally
accessible and
useful

31. Your Values

32. 3 step process
1. Give your value a memorable name
2. Create a short explanation
3. Outline how it is brought to life in day
to day activities

33. They have one core principle, around which they make all their decisions
Create a business we can be proud of
They then break this down into four values, each reflecting what they are, how they do things, and where they increasingly
want
to be:
Be natural
We want to make 100% natural, delicious, healthy stuff, 100% of the time. For us, being natural is also about keeping it human
and putting people first. We want to treat others, especially our drinkers, as we’d like to be treated ourselves.
Be entrepreneurial
innocent began as a small, entrepreneurial company, and nothing much has changed. We chase every opportunity and try to be
as responsive as we can - to our consumers, our customers, and to opportunities in the market. We want to be creative and
challenge the status quo. We want to do what we do better than anyone else, and have fun doing it.
Be commercial
We are a commercial business and so creating growth and profit for us and our customers is central to what we do and why
we
are here. We need to be tough, but at the same time fair. We need to think clearly, act decisively and keep the main thing the
main thing.
Be generous
With our feedback for others, with our time when coaching others, with rewards when people deliver, and with our charitable
support. It’s that simple

34. You need to create a community people
will be proud to be part of

35. Dare to be different and see
where it takes you

38. 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

39. Mission
To provide the best customer service
possible. Internally, we call this our
WOW philosophy.

41. #1 priority = culture

42. Hire for fit
Train for fit
Customer service isn't a department
It's the whole company

43. Empowered employees
They do whatever it takes to
make the customer happy

44. Do you
speak Zappos

45. Values
Deliver WOW through service
Embrace and drive change
Create fun and a little weirdness
Be adventurous, creative and
open-minded

46. Advertising

47. Advertising

48. Brand Experience

49. A movement

50. Lessons learned
Create a remarkable vision
Be willing to trade short-term profit to achieve a long-
term vision
Have a clearly defined brand / customer promise
Align the strategy / brand and the customer
experience so that they are inseparable
Boldly challenge traditional thinking in the industry

51. Lessons learned
Become a remarkable leader
Develop a unique leadership style that dramatises the
culture
Communicate the vision and purpose powerfully and clearly
‘Walk the talk’ when it comes to demonstrating the
company values
Spend a lot of time with customers and employees talking
about your vision

52. Lessons learned
Deliver a remarkable customer experience
Deliver a customer experience that is consistent, intentional,
differentiated and valuable
Bring the brand promise alive for customers in dramatic ways
Focus the whole company on delivering a remarkable customer
service
Align marketing, operations, and HR around the customer
experience

53. Lessons learned
Cult-Like cultures are very powerful
Remarkable brands are cult-like in their desire for
complete commitment and buy in to their cultures
and values
Connecting people to a cause is very powerful
The stronger your culture, the more cult like it
becomes and the more likely the hiring process
becomes self selective through word of mouth

54. Lessons learned
Remarkable brands create a sense of
community through language
Creating new words for things that are important to
your brand is very powerful
It creates ‘inside jokes’ and a sense of belonging
It is also a key differentiator

55. Lessons learned
Create superheroes
People can do extraordinary things if you allow them
to
This type of culture liberates employees to be
themselves and to be the best they can be
Random acts of kindness have a powerful effect on
word of mouth

56. Lessons learned
Create remarkable marketing
Clearly and honestly communicate your brand
promise and values to customers
Actively involve customers in helping to create /
improve / protect the brand
Achieve high levels of customer advocacy or
‘fandom’ to drive referral business

57. Lessons learned
Measure what matters
Maintain a clear focus on your target audience and what
they value
Measure the complete customer experience, not just
satisfaction
Regularly get feedback on how to improve the customer
experience
Focus on employee and customer satisfaction, not just the
bottom line

58. A final thought
Companies that
stand out because
they stand up for
something will be
the ones that
customers and
employees around
the world will want
to engage with.