Challenge

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.

Solution

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.