Why Old Navy?
This is the question we were asked when Old Navy installed a new CMO and President, who wanted turn things around. He engaged us to help Old Navy gain a deep understanding of the value proposition and identify new opportunities for the multi-billion dollar mass retailer. Who was the customer today? How had she changed? How did she shop? How had the marketplace and media landscape changed?
Working closely with internal brand and research teams, we delivered a “State of the Brand” including an updated deep segmentation to guide 2014 Strategic Planning. We folded this strategic work into a "Brand Bible", providing a strategic and creative foundation for how Old Navy owns and communicates the brand, evaluates ideas, and prepares for future growth. Old Navy is now Gap Inc.’s biggest growth driving brand.