The Culture of Brand was presented by Kevin Kelly from BigBuzz and the slides have much left out that were part of the verbal presentation, but Kevin Kelly speaks often and can be reached at kevin@bigbuzz.com or bigbuzz.com re: speaking on the culture of brand and bigbuzz culture design, and digital marketing services.

1. Brand
©2013 BigBuzz Marketing Group, Inc.
Presents
The Culture of An interactive
presentation by
Kevin Kelly
Chief Creative Operative
@ BigBuzz Marketing Group

2. A little about Kevin:
•Co-President & Chief Creative Operative @
BigBuzz Marketing Group
•Started in the Music world, mixing platinum
records
•Graduate of the Disney Institute
•Student of the Fish Philosophy
•Host of my own Video Podcast,
The BuzzBubble
©2013 BigBuzz Marketing Group, Inc.

3. I’m here to talk about:
•How to assure the culture matches core values
and beliefs
•Explain Why the @#$% it matters
•How to Build Brand from the inside out
•How to Create brand evangelists
•Examples of brands doing it right
©2013 BigBuzz Marketing Group, Inc.

4. I am here today to talk about Brand &
Culture.
©2013 BigBuzz Marketing Group, Inc.

5. What is Culture?
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6. What is Culture?
©2013 BigBuzz Marketing Group, Inc.
Noun
The behaviors and beliefs characteristic of a particular social

7. What is Culture?
©2013 BigBuzz Marketing Group, Inc.
Noun
The behaviors and beliefs characteristic of a particular social
Verb
Maintain (tissue cells, bacteria, etc.) in conditions suitable for growth.

8. What is brand?
©2013 BigBuzz Marketing Group, Inc.

9. SIMPLY PUT:
It’s what you think or, more importantly,
HOW YOU FEEL
when you see a name, mark or logo,
©2013 BigBuzz Marketing Group, Inc.

10. SIMPLY PUT:
It’s what you think or, more importantly,
HOW YOU FEEL
when you see a name, mark or logo,
& how you feel about your relationship
©2013 BigBuzz Marketing Group, Inc.

11. SIMPLY PUT:
It’s what you think or, more importantly,
HOW YOU FEEL
when you see a name, mark or logo,
& how you feel about your relationship
©2013 BigBuzz Marketing Group, Inc.

12. SIMPLY PUT:
It’s what you think or, more importantly,
HOW YOU FEEL
when you see a name, mark or logo,
& how you feel about your relationship
©2013 BigBuzz Marketing Group, Inc.

13. SIMPLY PUT:
It’s what you think or, more importantly,
HOW YOU FEEL
when you see a name, mark or logo,
& how you feel about your relationship
©2013 BigBuzz Marketing Group, Inc.

14. SIMPLY PUT:
It’s what you think or, more importantly,
HOW YOU FEEL
when you see a name, mark or logo,
& how you feel about your relationship
©2013 BigBuzz Marketing Group, Inc.

15. ©2013 BigBuzz Marketing Group, Inc.

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17. ©2013 BigBuzz Marketing Group, Inc.

18. ©2013 BigBuzz Marketing Group, Inc.
THEIR CULTURE is driven by

19. ©2013 BigBuzz Marketing Group, Inc.
THEIR MISSION
THEIR CULTURE is driven by

20. ©2013 BigBuzz Marketing Group, Inc.
INSPIRE PEOPLE to participate in sports

21. ©2013 BigBuzz Marketing Group, Inc.
Advance to next slide to watch the video
About the NIKE brand culture,
the inception of JUST DO IT
and how it changed our culture
Advance to next slide to watch

22. ©2013 BigBuzz Marketing Group, Inc.
Why should you give a $#!+
about brand-culture?

23. ©2013 BigBuzz Marketing Group, Inc.
Why should you give a $#!
+?
Corporations used to rule by fear & secrecy.

24. ©2013 BigBuzz Marketing Group, Inc.
but now…
social media has brought
a need for corporate transparency

Why should you give a $#!
+?

25. ©2013 BigBuzz Marketing Group, Inc.
but now…
social media has brought
a need for corporate transparency
so people can clearly feel your culture…
Why should you give a $#!+?

26. ©2013 BigBuzz Marketing Group, Inc.
but now…
social media has brought
a need for corporate transparency
so people can clearly feel your culture…
“Feel” your culture…?

27. ©2013 BigBuzz Marketing Group, Inc.
The Fish Philosophy…

28. ©2013 BigBuzz Marketing Group, Inc.
“Feel” the culture expressed through
environment.

29. ©2013 BigBuzz Marketing Group, Inc.
“Feel” the culture expressed through
environment.

30. ©2013 BigBuzz Marketing Group, Inc.
But that’s retail…

31. ©2013 BigBuzz Marketing Group, Inc.
What about an
office?

32. ©2013 BigBuzz Marketing Group, Inc.
What about offices?
This is how
it has to be,
…right?

33. ©2013 BigBuzz Marketing Group, Inc.
What about offices?

34. ©2013 BigBuzz Marketing Group, Inc.
What about offices?

35. ©2013 BigBuzz Marketing Group, Inc.
What is this? Could this be the CEO’s office?

36. ©2013 BigBuzz Marketing Group, Inc.
Get an insider’s look into the
office culture at Zappos in Las Vegas
Advance to next slide to watch

37. Customer Service & Service Culture
©2013 BigBuzz Marketing Group, Inc.
• Zappos
• The Extreme Brand
Culture
• The Extreme in
Customer Service
• Selling Service not
what’s in the box

38. Customer Service & Service Culture
©2013 BigBuzz Marketing Group, Inc.
• Zappos
• The Extreme Brand Culture
• The Extreme in Customer
Service
• Selling Service not what’s in
the box
Advance to next slide to watch

39. ©2013 BigBuzz Marketing Group, Inc.
Zappos Family Core Values
As we grow as a company, it has become more and more
important to explicitly define the core values from which we
develop our culture, our brand, and our business strategies.
These are the ten core values that we live by:
1.Deliver WOW Through Service
2.Embrace and Drive Change
3.Create Fun and A Little Weirdness
4.Be Adventurous, Creative, and Open-Minded
5.Pursue Growth and Learning
6.Build Open and Honest Relationships With
Communication
7.Build a Positive Team and Family Spirit
8.Do More With Less
9.Be Passionate and Determined
10. Be Humble

40. Understanding your how your culture is tied to
your social tribe and your consumers?
©2013 BigBuzz Marketing Group, Inc.
Understanding brand culture
“You better damn well know something
about people’s lives.”
- Dr. Bob Deutsch

41. ©2013 BigBuzz Marketing Group, Inc.
Click below to hear what Dr. Bob Deutsch has to say about
brand-culture and relationships between people &brands.
Advance to next slide to watch

42. Customer Service & Service Culture
©2013 BigBuzz Marketing Group, Inc.
Why is it important?

43. Customer Service & Service Culture
©2013 BigBuzz Marketing Group, Inc.
Learn from the best.

44. Customer Service & Service Culture
©2013 BigBuzz Marketing Group, Inc.
Learn from the best.

45. Customer Service & Service Culture
©2013 BigBuzz Marketing Group, Inc.
The Disney Approach to QualityThe Disney Approach to Quality
ServiceService
D.A.Q.S. is the result of decades of
experience in exceeding our Guests’
expectations in the face of competition,
growth and the public’s ever-changing
attitude.

46. Customer Service & Service Culture
©2013 BigBuzz Marketing Group, Inc.
The Disney Approach to QualityThe Disney Approach to Quality
ServiceService
”What’s our success formula?
It’s attention to infinite detail, the little things,
the minor picky points that others just don’t
want to take the time or effort to do.“
- John Hench, Walt Disney Imagineering

47. Customer Service & Service Culture
©2013 BigBuzz Marketing Group, Inc.
• “People Can Feel Perfection” – Walt Disney
• Attention To Detail is the Difference
• Make an emotional connection with them. Have a sincere
understanding of their situation.
• They will feel the difference when you pay meticulous attention
to detail. And they will miss it when it is NOT there.
• The 99% Rule – Attention to Detail IS the difference. We really
don’t have to raise the quality of our service that much more to
make a BIG difference; it’s that last 1% that makes it superior
service.
• Give 100% of yourself to that person when you are with them
or on the phone. You are there for them; take the time to give
them 100%.
• Service Recovery Program

48. Customer Service & Service Culture
©2013 BigBuzz Marketing Group, Inc.
If 99.9% Is Good Enough, Then . . .
• 12 newborns will be given to the wrong parents daily.
• 2,700 people will have the wrong body part operated on each
year.
• 114,500 mismatched pairs of shoes will be shipped/year.
• 18,322 pieces of mail will be mishandled/hour.
• 2,000,000 documents will be lost by the IRS this year.
• 2 planes landing at O'Hare airport will be unsafe every day.
• 315 entries in Webster's dictionary will be misspelled.
• 291 pacemaker operations will be performed incorrectly.
• 3,056 Wall Street Journal copies will be missing 3 sections
daily.

49. Brand Culture Case Studies
©2013 BigBuzz Marketing Group, Inc.
• Brands are like people
• And people gravitate towards certain cultures.
• Is your brand relevant to your target ?
• Is your culture relevant and enticing to your target “to
join” ?

50. Brand Culture Case Studies
©2013 BigBuzz Marketing Group, Inc.

51. Brand Culture Case Studies
©2013 BigBuzz Marketing Group, Inc.

52. ©2013 BigBuzz Marketing Group, Inc.
BK whopper freak-out.
Culture jamming using Social Media
Advance to next slide to watch

53. Culture Design Case Study
©2013 BigBuzz Marketing Group, Inc.
• Branding
• Culture Development
• Service Culture
• Senior Management Consult & Training
• Mid Management Training (Buy in)
• Internal Front-liner Training (Buy in)
• Service Recovery Program
• Create Raving Fans – Brand Evangelists

54. What’s Next?
©2013 BigBuzz Marketing Group, Inc.

55. Questions & Answers
©2013 BigBuzz Marketing Group, Inc.

56. ©2013 BigBuzz Marketing Group, Inc.

57. Thank you
Please feel free to reach out to me with any
questions.
Kevin@bigbuzz.com - 516.845.0702 x303
www.bigbuzz.com & www.thebuzzbubble.com
©2013 BigBuzz Marketing Group, Inc.
Some suggested reading:
Advance to final slide to watch what's next at bigbuzz