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Building a Brand that Matters
A little about me…
2
Chief of Staff
Corporate Media/PR
Culture/Community
A service company that just happens to
sell shoes, clothing, handbags, and
accessories…
7x
TOP 100 BEST
COMPANIES TO
WORK FOR
Headquarters:
Downtown Las Vegas
1500+ employees
1,000+ brands
200,000+ styles
6 million items
in warehouse
100% inventoried
Customer Service:
What customers see first
24/7 1-800 number on every page
Free shipping/Free returns
365 day return policy
7
Customer Service:
What customers experience
Fast, accurate fulfillment
Surprise Upgrades
Occasionally direct to competitors’ web sites
8
Customer Service:
What we do internally
No call times/sales goals
4 weeks of training
Holiday helper
9
Customer Service:
What we do internally
Pay to Quit
Culture Book
Interviews Based on Culture
10
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
15
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
16
DECIDE
Step #2
FIGURE OUT
VALUES & CULTURE
17
VALUES & CULTURE
• PERSONAL/COMPANY’S core
values
• Start EARLY…
• It doesn’t MATTER what the
values are.
• The most important thing
is ALIGNMENT
18
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
19
Step #3
COMMIT TO
Your culture is your brand
20
Commitment to Transparency:
Examples
“Ask Anything” newsletter
Extranet for vendors
Tours of our Headquarters
21
Step #4
VISION
“Whatever you’re thinking, think bigger.”
Does the vision have meaning?
Chase the vision, not the money…
22
Evolution of the Zappos
Vision
Deliver Happiness
Culture/Values
Best Customer
Service
Best Selection
of Shoes
23
ENTREPRENEURS:
What would you be passionate
about doing for 10 years
even if you never made a
dime?
24
EMPLOYEES:
What’s the larger vision and
greater purpose in their
work beyond money or
profits?
25
VISION
MOTIVATION
vs.
INSPIRATION
26
Step #5
BUILD RELATIONSHIPS
(not networking or marketing)
Be INTERESTED rather than trying to be INTERESTING
PEC – Wishez – Teambuilding
27
PEC – Personal Emotional
Connection
Wishez
Step #6
BUILD YOUR TEAM
Hire slowly. Fire quickly.
30
Step #7
THINK LONG TERM
Repeat customers
Customer service
There is no “get rich quick” formula
“Overnight” successes are years in the making
(both personally and in business)
31
WHAT CULTURE CAN DO FOR A COMPANY
NOV ‘09 AMAZON ACQUIRES ZAPPOS
$1.2 BILLION SHARE VALUE AT THE TIME OF CLOSING
33
Thank you for allowing me to be
here!
Email me! Jamie@zappos.com
• Questions or Comments
• A copy of this presentation
• Tour of our office
– https://www.zapposinsights.com/tours

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