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>> Neil Blumenthal: Naming a company is always so difficult.

We came up with Warby Parker after literally months of brainstorming and having these sessions where we would put dry erase marker on windows and kept coming back to literary heroes that inspired us, and, particular, the authors of the Beat Generation, like Jack Kerouac.

So we happened to stumble into an exhibit on Jack Kerouac at the New York Public Library, and two of his early characters that were never in any of his published works were Warby Pepper and Zag Parker, and we combined the two, and it's been an inspiration for us, and it's just been a great name.

One of the things that you do when you have, and you're trying to figure out what to name the brand, right, it's got to fit all the brand attributes, but then it also has to be perceived by the public to do the same, and we tested it.

So we literally put together a survey and sent it out to, you know, several hundred of our friends and asked them, you know, this is the name.

Do, what is your response, negative, neutral, or positive? And at first, we found that it really had positive or at the worst case neutral reactions from people.

It almost had no negative reactions, which is great because you can always build off of neutral, and positive is fantastic.

And then there were, for the most part, no known associations.

So we had this blank canvas to build from, and the other thing that we found was that some people even thought that they had already heard of the name and were familiar with it, which is great because right when you're building a product, and you're trying to sell it to somebody, it's all about creating that confidence around it, and, you know, that name helped us build confidence.

For us, Warby Parker stands for intelligence and smarts and creativity and innovation.

It's about fashion and sort of what we think is fashion is both beautiful, great design, but also, you know, personifying while we think it's cool to be smart and creative and having fun and being quirky and not taking yourself too seriously, right.

Life is too short for that, and as well, having a social mission and having positive impact.

Because, again, while life is short, and you should have fun, you should hopefully leave this world a little better than when you came into it.

So for us, we spent a lot of time thinking about that brand architecture.

Who we were.

Who we weren't.

What were some brands that we admired.

What components of those brands did we admire.

What were the core values that would define who we hire, who we fire.

Thankfully, we haven't had to fire that many people, but it's just so important to build that culture around your brand, around your values, and build a whole company based on that.

So if you were to look at how we built the company, it was first, you know, realizing that we each had this pain point, and that pain point was going into a store and overpaying for glasses.

And the next stage was, OK, well, what is this company going to stand for.

What is it going to do, and then based on building that brand architecture, coming up with a name, coming up with a visual identity to match that brand, and then going out and designing a collection, building a website, and marketing it to the world.

Online Shopping2886Brand Identity & Mission
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