eBay

Challenge /

Ah, eBay. I’d be lying if I didn’t tell you how stoked I was when they turned to me for assistance. I’m a hard-core eBay addict. So, after years of watching them imitate Amazon, then Walmart, then Target, then Macy’s even—usually to my personal consternation—I’d grown antsy to see if I could help them find their way again. Frankly, the company sounded like a robot. And it looked a lot worse. But, thanks to a brave few folks internally, all was not lost. A movement was afoot to re-shape the brand as I knew it—to craft a strategy for launching eBay 3.0.

Exciting, don’t you think?

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Solution /

How do you fix a brand like eBay? By helping it find its voice again. For starters, all the company really needed to do to return to a semblance of its former glory was to realize that the brand is a reflection of the user base. If you understand how real eBay users talk (mostly to each other) everyday on the site, you get a good idea of how eBay should talk. In other words, it probably shouldn’t talk like a robot. It should be real. And it should embrace the weirdness that eBay has always stood for.

Presto, change-o. Brand new (good old) brand.

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