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Warby Parker Case study - Storytelling
- 5. #1 THEIR REASON FOR BEING "We're trying to solve the issue of glasses being too expensive."
- 6. #1 THEIR REASON FOR BEING THE HERO'S JOURNEY Hero: a person who can't do anything without glasses and is kicked in the stomach every time he tries to buy a pair in a regular store. Villain: the eyewear industry. Fear: losing or breaking his unique pair, because without insurance, he would remain short-sighted or have to buy a cheap ugly pair. Hope: being able to look good with glasses without leaving the store with an empty wallet. (A world where the dominating industry would be defeated.)
- 7. #1 THEIR REASON FOR BEING "Glasses with a distinct design, priced affordably ($95), and with a great website and showroom experience."
- 8. #2 THEIR BRAND UNIQUENESS COLLEGIATE VS. PREPPY
- 10. COLLEGIATE CURIOUS KNOWLEDGEABLE WORLDY SOPHISTICATED FUNNY LITTERARY WILD VINTAGE A CURIOUS BRAND THAT'S ALL ABOUT LEARNING
- 11. #3 THE CHOICE OF THE NAME BRAINSTORMING "Writers who go against the grain." The Beat Generation
- 12. #3 THE CHOICE OF THE NAME TEST W/ 200 FRIENDS "Gut Reaction: Positive, Neutral, Negative?" "Spontaneous associations with the name?" Overwhelmingly positive No association / I've heard it somewhere…
- 13. #4 THE MISSION the 4th photo of the carrousel
- 14. #4 THE MISSION
- 15. #5 MVP product website PR firm
- 16. #6 THE STORIES
- 17. #6 THE STORIES
- 19. FOCUS is it authentic? does it tell a compelling story? does it do good in the world? is it unexpected? - Would people tell their friends at dinner? - #6 THE STORIES
- 20. DO YOU THINK IT WAS OBVIOUS?
- 22. a unique personality a clear sense of purpose their own world credible story create a desire GREAT BRAND STORYTELLERS
- 23. BE AUTHENTIC FOCUS ON YOUR AUDIENCE TELL A STORY FROM YOUR FACTS