Countdown: 8 Days before The Pitch
Investor/entrepreneur Chris Burch invites Womenkind and the agency we’ll compete against for their business to the C. Wonder headquarters for a briefing. He describes the challenge: to create an innovative brand that will appeal to time-pressed women who want and deserve a moment for themselves. Burch says, “Give me what the girl who walks into my store wants to see.”
7 Days before The Pitch
The team gathers in the office to develop the Womenkind creative brief. 360-degree brand immersion begins. We pull market data, study fashion trends, shopping trends, and begin the hunt for a consumer insight.
Meanwhile, Sandy and Kristi board a plane in Australia for the long journey home. There will be no rest for the weary.
6 Days before The Pitch
The team gathers in the C. Wonder store in Soho to experience the store from the perspective of the customer. The creatives are thoroughly briefed. We spend hours in the store, browsing, shopping, trying things on, memorizing the merchandise, speaking to salespeople and engaging customers. We’re seeking a visceral brand experience and a deep understanding of the woman who shops there.
5 Days before The Pitch
The C. Wonder team decides to spontaneously drop by. Sandy and Kristi happen to be at a client meeting, but come rushing back to greet our perspective new partners: Chris, John, Amy and Brandi. Chris Burch is larger than life and everything he’s said to be. He challenges Womenkind to come up with big ideas worthy of his brand. He wants merchandise ideas. He wants shopper marketing ideas. Digital ideas. Technology ideas. Loyalty program ideas. Ideas for personalizing the customer experience. He pushes for innovation and most of all wants us to prove to him that we know his customer. He also asks us to predict where the brand could evolve in the distant future.
We call in the Womenkind Muses.
4 Days before The Pitch
The Muses descend on Womenkind to share their thoughts on and experiences of C. Wonder. The Muses are our insight engine — a panel of infuencers who keep us abreast of the way women really think, feel, buy and act. They’re always our first stop in the hunt for ideas. We’ve sent many of the Muses to the store for secret shopping and almost all have been to the website by now. We probe their thoughts about shopping. Turns out, it’s not as exciting as it used to be. For some women, it’s a chore, for others it’s a diversion, for most, it’s a very pleasant respite from their day. They all agree that it would have to be something pretty special to get them excited about a new store.
We uncover the insight: She doesn’t want a place to find new pair of khaki’s or a bracelet. It’s not about any one item. She wants delight and surprise.
3 Days before the Pitch
We’re working around the clock now. We decide the brand needs more than a tagline or an ad campaign. C. Wonder needs a distinct brand platform, a unique POV that will attract and win the hearts and minds of women. They need a clear connection to build an authentic relationship with women over the long term.
The platform we commit to is built on what C. Wonder promises: Elements of Surprise.
We see this as a credo for the company and a description of how the brand behaves in every aspect of its business: from the location of its stores, to how it buys media, to what kind of merchandise it curates, to the way sales promotions are announced.
We write the manifesto that promises women delightful Elements of Surprise in every facet of the store and the brand experience.
Want to know what happened 2 days before The Pitch? Stay tuned for ‘A Diary of The Pitch: Part 2‘ where due to overwhelming demand, we’re going to include all the final work!