Ballard Designs
– Clarifying its positioning

Part of the popular home shopping network HSNi, Ballard Designs is a premium American home and outdoor furnishing retailer.

Despite its 32-year heritage, Ballard Designs was operating in a tough retail climate and dealing with a complex product assortment. We helped the business clarify its brand positioning and rationalise its approach to product.

“BrandCap has been a true partner for brand building initiatives across a number of our companies. They have a distinctive ability to balance the emotion and creativity of brand with the hard realities of business that I have not found with any other partner. Their ability to engage with the team – across the entire organization – not only leads to greater effectiveness but creates an early start of activation.”

Jeff Kuster, President at Cornerstone (subsidiary of HSNi)

What we delivered:

  • Brand strategy
  • Product/service strategy