The four co-founders created a list of friends and family members and sent out the survey. Neil already knew from experience that it was the perceived value people were paying for when they spent hundreds on their glasses. But that also meant a $45 price point was going to negatively affect how their own brand was perceived. "We walked out of that meeting a little dejected, but we then tested that learning"
Some aspects of your brand will be defined by what customers tell you; others, by what you tell them. In their stories of how they scaled Warby Parker from scrappy e-commerce site to comprehensive eyewear and eye care juggernaut, co-founder and co-CEOs Neil Blumenthal and Dave Gilboa give a master class in how to articulate crystal-clear brand values while also building and iterating based on fast customer feedback. Their lesson? Branding isn’t static. It’s a conversation.
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