Vans
Corporate Purpose and Values
Vans has been a leading brand in the shoe industry and a cult-classic all the way back to its establishment in 1966. Today, almost 60 years since its inception, its founder has passed, leadership has changed, the company has grown and was acquired by VF Corporation in 2004. Vans now needs to re-evaluate its strategy to unlock opportunity areas and transform its declining performance from the past years.
Bright House stepped in to work alongside Vans to help identify opportunity areas to transform performance and understand the company’s current approach to Purpose (or lack thereof) to articulate their true Role in the World for them to live their Purpose.
Opportunity
in 2022, in efforts to redirect the brand’s growth, Vans deployed their Brand Foundation but faced challenges during the deployment. This resulted in a significant failure that disappointed stakeholders and employees. Ultimately, the deployment lacked resonance with the company's purpose and values as well as its stakeholder and employees.
Phase 1:
We worked alongside the Vans team to deploy a Purpose Diagnostic Survey that would help us analyze the degree to which Vans is leveraging and maximizing the power of Purpose.
Phase 2: Values
It's time to begin articulating Vans' unique Purpose and Values. In order to do that, we conducted an extensive discovery phase and Luminary interviews based on insights from Phase 1. These interviews lead us to create 4 distinctive values for the brand.
BE YOU | FIGURE IT OUT | BACK YOUR CREW | GIVE A SHIT
Phase 3: Purpose Articulation
It's time to begin articulating Vans' unique Purpose and Values. In order to do that, we conducted an extensive discovery phase and Luminary interviews based on insights from Phase 1. These interviews lead us to create 4 distinctive values for the brand.
Purpose Statement:
Outcome
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An authentic and powerful company Purpose that provides a clear representation of what the brand stands for
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A refreshed set of existing Values and narratives describing each
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A collaborative Discovery phase with a multi-faceted approach to gathering inputs, including interviews, focus groups, and surveys
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A set of clear and ownable Opportunity Areas for Vans to orient its efforts towards
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A proficient organizational Purpose Activation Roadmap to ensure Purpose is fully integrated in ways of working, guiding decisions across Culture, Strategy, and Brand