Secretsales is a ground-breaking online retailer, owned by eBay, whose radical business model allows its members to buy designer label goods at the lowest available prices on the internet.
They asked Branded to help them define their brand in order to create an extra level of emotional engagement with their customers, explain their radical business model to potential customers and provide an internal mantra to guide staff behaviour.
After a programme of research and analysis, the result was a new brand strategy built around the simple mantra "Normal Rules Don't Apply".
Why? Because Secretsales whole business is about breaking the rules. Secretsales is a magic factory where people who couldn't normally afford to live a designer lifestyle can do just that. (The Chancellor's command to tighten your belt doesn't apply at Secretsales). Secretsales don't follow the usual rules of online customer service, they play by different rules in order to keep prices low. And the whole organisation's success is predicated on every member of staff finding new ways to overturn the traditional rules of retail buying.
Branded then ran a two-day workshop with management and staff to help Secretsales roll-out the strategy across every aspect of their business.
Nish Kukadia, CEO said “Branded really our understood business, our market and our customers, gave us great insight and ideas which have already helped Secretsales”
"Branded really understood our business, our market and our customers, gave us great insight and ideas which have already helped Secretsales."
Nish Kukadia, CEO