Building a Brand - SA

Building a Brand that Matters

A little about me…

2

R&D

Community and Experience

Culture

A service company that just happens to sell shoes, clothing,

handbags, accessories, housewares…

2009 #23 2010 #15

2011 #6

TOP 100 BEST COMPANIES TO WORK FOR

Headquarters: Downtown Las VegasFulfillment: Shepherdsville, KY1500+ employees

1,000+ brands200,000+ styles6 million items

in warehouse100% inventoried

Customer Service:What customers see first

24/7 1-800 number on every page

Free shipping

Free return shipping

365-day return policy

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Customer Service:What customers experience

Fast, accurate fulfillment

Surprise Upgrades

Occasionally direct to competitors’ web sites8

Customer Service:What we do internally

No call times/sales goals

360 Culture Reviews

4 weeks of training

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Customer Service:What we do internally

Pay to Quit

Culture Book

Interviews Based on Culture

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NPS Scores – The Ultimate Question

• Based on your recent experience, how likely would you be to recommend us to a friend or family member?

NPS Scores – The Ultimate Question

• Based on your recent experience, how likely would you be to recommend us to a friend or family member?

93%

NPS Scores

• If you started your own service-based company, how likely would you be to hire the team member who assisted you?

NPS Scores

• If you started your own service-based company, how likely would you be to hire the team member who assisted you?

92%

7 Steps to Building a Brand

that Matters

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Step #1

• Decide if you’re trying to build a long term sustainable brand

• Requires more patience with revenues & profits in order to lay the foundation

• Decide sooner rather than later

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DECIDE

Step #2

FIGURE OUTVALUES & CULTURE

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VALUES & CULTURE

• PERSONAL/COMPANY’S core values

• Start EARLY…• It doesn’t MATTER what the

values are.

• The most important thing is ALIGNMENT

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Zappos Core Values1. Deliver WOW Through Service2. Embrace and Drive Change3. Create Fun and a Little Weirdness4. Be Adventurous, Creative, and Open-

Minded5. Pursue Growth and Learning6. Build Open and Honest Relationships With

Communication7. Build a Positive Team and Family Spirit8. Do More with Less9. Be Passionate and Determined10. Be Humble

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Step #3

COMMIT TO TRANSPARENCY“Be real and you have nothing to fear”

Your culture is your brandDon’t try to be someone you are not

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Commitment to Transparency:Examples

“Ask Anything” newsletter

Extranet for vendors

Tours & reporter visits

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Step #4

VISION“Whatever you’re thinking, think bigger.”

Does the vision have meaning?Chase the vision, not the money…

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Evolution of the Zappos Vision

Deliver Happiness

Culture/Values

Best Customer

Service

Best Selection of

Shoes

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ENTREPRENEURS:

What would you be passionate about doing for 10 years even if you never made a

dime?

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EMPLOYEES:

What’s the larger vision and greater purpose in their work beyond money or

profits?

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VISIONMOTIVATION

vs.INSPIRATION

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Step #5

BUILD RELATIONSHIPS(not networking or marketing)

Be INTERESTED rather than trying to be INTERESTINGZCN Clubs – PEC - Wishez

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PEC – Personal Emotional Connection

Wishez

Step #6

BUILD YOUR TEAM“If you want to go quickly, go alone. If you want to go far, go together.”

(African proverb)

Hire slowly. Fire quickly.

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Step #7

THINK LONG TERMRepeat customersCustomer service

There is no “get rich quick” formula

“Overnight” successes are years in the making(both personally and in business)

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WHAT CULTURE CAN DO FOR A COMPANY

NOV ‘09 AMAZON ACQUIRES ZAPPOS

$1.2 BILLION SHARE VALUE AT THE TIME OF CLOSING

ClothingCustomer ServiceCultureC

Zappos is all about the 3 C’s…

What’s Next?

C Community

Las Vegas City Hall

Nike

http://standardatl.com/home/wp-content/uploads/2010/07/Nike_Campus_Tour_01.jpg



Google

http://static.panoramio.com/photos/original/400729.jpg

Apple

http://www.techzek.com/wp-content/uploads/2011/09/apple_campus-1.jpg

Doggy Day Care

http://www.adogsdayout.com/Pix_Overhead_View_ADDO_7-31-08.JPG

NYU Campus

http://www.adogsdayout.com/Pix_Overhead_View_ADDO_7-31-08.JPG

What if?

Las Vegas City Hall

It was already happening…

Downtown Vegas - Fremont East

http://www.eatinglv.com/wordpress/wp-content/gallery/odettedowntown/chinatown-038-large.jpg




http://www.lucyvegas.com/sites/default/files/griffin5.jpg


http://roadjournals.viamagazine.com/wp-content/uploads/2011/05/The-Beat-Coffeehouse.jpg

DOWNTOWN PROJECT - $350M

$ 50M – Small businesses

$ 50M – Tech Startups

$ 50M – Education, Arts, Culture

$200M – Residential & Real Estate

ROI

Instead of maximizing short-term ROI (Return On Investment)…

ROI vs. ROC

Instead of maximizing short-term ROI (Return On Investment)…

We focus on maximizing long-term ROC (Return On Community)

THE BIG BET

Accelerating Collisions, Community, and Co-Learning

THE BIG BET

Accelerating Collisions, Community, and Co-Learning

…will lead to…

Happiness, Luckiness,Innovation, and Productivity

WHY DO THIS?

We live here

City – Help revitalize downtown

World – Help inspire other cities

Zappos – ultimately help us attract and retain more employees

Natalie

WHEN CITIES DOUBLE IN SIZE…

Productivity and innovation per resident increases by 15%

(But not true for companies)

Can we improve innovation at Zappos by improving the city in

which we live?

HOW TO ACCELERATE LEARNING & INNOVATION

Maximize serendipitous interactions

Density in the office

Density in the city

Collisions vs. convenience

DIFFERENT GROUPS COLLIDING

1. 2000 Zappos employees2. 1000 Teach For America corp members

and alumni3. Tech Startup Community4. Small Business Community5. Art and Music Communities6. Other Passion Communities7. Local Residents

What We’ve Learned…

Happy Employees = Profitable Company/Loyal Customers

&Culture is to a Company

as

Community is to a City

Email me! [email protected]• Questions or Comments• A copy of this presentation• Tour of our office

– If you happen to be in Las Vegas!• Copy of our culture book

– Be sure to include your mailing address!

Building a Brand - SA

Business

Transcript of Building a Brand - SA