“A good head and a good heart are

always a formidable combination.”

Nelson Mandela

Social at the Heart of

Marketing

Brigitte Brady-Harris

Brand Marketing Director, Pottery Barn Kids & PBteen

Williams-Sonoma, Inc.

The New Marketing

Landscape

The Era of the Customer

Source: Forrester, The Age of the Customer, 2013

The Self-Directed Decision Journey

Brand Relationship Arc

EXISTS I have heard the name

KNOWN FOR SOMETHING I know your brand does/makes that

KNOWN FOR SOMETHING I CARE ABOUT Everyone knows your brand does this the best

REPRESENTS ME Your brand helps define who I am

FORGIVE I’d still love you no matter what

DEFEND I’d stand up for you

Source: Wildfire by Google Retail Innovation 2013

BRAND ALIGNED AUDIENCE-CENTRIC

Content Strategy

1. Know Your Brand

The Question

designing the places where kids dream, play and learn

making it simple to express your personal style at home

bringing people together around cooking

2. Know Your Customer

Behavioral Attitudinal

Transactional Social

Know Your Customer

• Visually stunning room and product shots

• Real people using and styling our products

Channel Strategy

• Customer service

• How-To’s, DIYs, Recipes

• Inspirational product shots

• Entertainment

• Sentimental, funny or spirit lifting photos

• ???

• SEO

#tinytuesday

3. Let Go

Good brands tell stories.

Great brands find others to tell stories

for them.

The Customer

The Care Center

The Shopkeeper

The Brand Ambassador

#wstestkitchen

Q+ A

Thank You!

Let’s stay in touch.

@bbradyharris