The Secrets of 7 Successful Brands
Whether they've been around for decades or were launched in the last two years, some companies just have a bit of magic when it comes to grabbing attention and establishing themselves as fan favorites. Of course, that "magic" doesn't just happen by itself. From Warby Parker's sensible pricing and do-gooder ways to lululemon's sense of community and Hipmunk's aww, so cute mascot, these brands have figured out how to work their way into customers' hearts, minds and wallets.
Warby Parker
A Clear Vision
An affordable, stylish eyeglass retailer whose philosophy encompasses sophistication, purpose and fun, Warby Parker has seen steadily building consumer awareness and sales that have jumped by several hundred percent each year since its 2010 launch.
Co-founder and co-CEO Neil Blumenthal says the New York City-based company--named for the obscure Jack Kerouac characters Warby Pepper and Zagg Parker--tries to deliver on its promise by designing stylish frames using premium materials and offering them at the game-changing price point of $95, including prescription lenses.
The company also has a "buy a pair, give a pair" program that helps low-income men and women start their own businesses selling affordable glasses and is one of the world's only carbon-neutral eyewear manufacturers. "Warby Parker exists to demonstrate that you can be profitable and do good in the world, at scale, without charging a premium for it," Blumenthal says.
That positioning has struck a chord among consumers, says Tracy Lloyd, partner at San Francisco brand strategy and design consultancy Emotive Brand. "Today, consumers want their brands to matter more; they'll support the brands that align to their values and are meaningful to them," she says. "This give-back mentality really resonates with people."
Of course, serving up a great user experience and a
