Since its beginning in 1978, Banana Republic has grown from a purveyor of safari-inspired clothing with two stores and a catalogue to a global lifestyle brand. Purchased by Gap, Inc. in 1983, Banana Republic today encompasses nearly 500 stores across North America, Japan, Southeast Asia, and the Middle East. Characterized by elevated design and luxurious fabrics, the brand's collections include apparel, handbags, jewelry, fragrance, and eyewear.
Banana Republic: Employees live the brand
Banana Republic wanted its organization to do a better job of "living the brand." The company expected all of its employees to acquire a deeper understanding and interpretation of the Brand Driver™ platform Landor had recently developed. It wanted the entire company to understand, believe, and act on the Brand Driver and, in particular, bring the brand attributes to life for both its customers and employees.
By aligning all employees with the new brand strategy, Landor believed Banana Republic would create a compelling customer experience, enable strategic decision-making, and foster consistency at each of the brand’s touch points. Landor created a internal brand engagement program including a celebratory launch, internal communication initiatives, and interactive workshops materials. At both corporate and store levels, employees were tasked with setting goals and action plans to use the Brand Driver and attributes in their everyday work. What's more, Landor implemented a tracking study to measure the program's effectiveness.
Banana Republic kicked off its brand engagement efforts with a celebration at its San Francisco headquarters.
Brand engagement kits included storytelling cards, exercises, and a journal.