Define an overarching brand story for the $6 billion eyecare provider that would allow its six business divisions to align, inspire employee advocacy, build doctor and patient satisfaction, and accelerate retail growth.
Each division of VSP is a large, separate and highly successful business; employees were struggling to understand the dynamics between corporate and division branding; and, new eyewear competitors were stealing market share.
We First created a singular brand story for VSP Global, developed a positioning strategy for their Retail Division, collaborated on their new website development and provided employee training and marketing workshops to socialize the brand story. Execution of this brand story included collaboration on their new website development, a Brand Story Film, as well as a 60th Anniversary Film in celebration of the company’s 60-year history.
VSP Global now has a singular brand story informing its internal and external communications, its 60-year anniversary, and its marketing departments across all six divisions of the company.
"In a shockingly short amount of time, We First was able to grasp the extraordinarily complex components of our business model, accurately understand the stakeholders and sensitivities with each while effectively navigating the internal and external politics to not only help ensure buy-in, but alignment. Their ability to so quickly and accurately translate our corporate story into our corporate purpose was nothing less than remarkable. As one of my executives stated after presenting the information to our Chief Marketing Officer, “this passed the goose bump test.” We look forward to a long and beneficial relationship with the We First team."
Senior Manager, Corporate Communications, VSP Global