Warby Parker - The New Name of the Brand

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The founders of Warby Parker needed those internal conversations first to get aligned on their brand goals. Then the external testing could act like a compass to tell them whether they were on the right track. "We need to let people know that we exist," says co-founder Neil Blumenthal.

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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