Dane Howard, Global Brand Experience. eBay inc. презентация

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Dane Howard, Global Brand Experience. eBay inc.
Small steps in Culture
GIANT leaps

in Brand

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One small step…
One GIANT Leap for…


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“Culture eats strategy for breakfast.”
- Peter F. Drucker


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#28 - Interbrand, 2013


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online
offline


Слайд 7eBay on mobile


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how>we>talk


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no,but…


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yes,and…


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How might we…
(HMW)


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80% read the headline, 20% read the copy.


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a headline of the future...
If your innovation was wildly successful, what

would they say about it?

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who wrote it
when was it written
why does it matter
a headline of

the future...

Слайд 19Cyber Monday Sales Increase  Cyber Monday sales at eBay were 19.4% higher

in 2013, including a 30% rise in overall gifting & donations compared to the online sales of Cyber Monday in 2012.

a headline of the future...

– Coremetrics  


Слайд 20Why it matters...
“…ebay has created a new reason to shop their

marketplace that is better than deals or selection. They call it GIVEcommerce. Their successful donation partnerships with water charities generated over $4 million on cyber Monday alone. Inside the company, they now call it ‘Blue Monday’… and now other companies are following their lead.”– CNN  

– CNBC  

– Competitor  

– Foreign Government  

– Rolling Stone  


Слайд 21Why it matters...
“…ebay has created a new reason to shop their

marketplace that is better than deals or selection. They call it GIVEcommerce. Their successful donation partnerships with water charities generated over $4 million on cyber Monday alone. Inside the company, they now call it ‘Blue Monday’… and now other companies are following their lead.”– CNN  

– CNBC  

– Competitor  

– Foreign Government  

– Rolling Stone  


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Pop-up experience


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Video1:
http://youtu.be/5fMMm5PNeDw

Video 2:
http://youtu.be/eOUy98Y_AkY


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“eBay To Make True Window Shopping A Reality With New NYC

Virtual Retail Store.”

“Shop Windows are now Shop-able”

– TechCrunch  

– Fictional from workshop  


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how>we>work


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Reactive>Proactive
Disruptive momentum
Design Thinking & Making


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Momentum>making


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