Cook & BynumBranding and Strategy
Our partnership with Cook & Bynum began from an existing relationship between members of the Cook & Bynum team and our sister company, Clearview Strategy Partners. As Cook & Bynum expanded their team, they had a new focus on customer acquisition and marketing. They needed a strategy that was not grounded in typical marketing strategies and focused on nurturing the customer journey. One of their focuses was an overhaul of their website and print collateral pieces.
The Cook & Bynum existing website was very dense with a lot of useful information, but it was not extremely digestible in its current form. It was also obvious that the leaders were extremely knowledgeable in their craft, but their message was complicated. We knew that it would become our job to help them explain their investing philosophy in a manner that engaged not only the sophisticated investor but also the average person looking for a retirement strategy. In order to help the company accomplish this goal we included a visioning session in our proposal.
To begin the task of building the new website and redesigning the company’s staple print collateral products, we brought together the entire Cook & Bynum team for a full day visioning session. Our primary goal was to simplify a complicated concept. The company’s intricate investing philosophy and highly detailed selection process requires a vast amount of research and travel. They insist on having a deep level of knowledge about each of their investments and conduct ongoing analyses of the overall health of each of the companies in which they choose to invest. Crafting a message that honored the complexity of their business with clarity and brevity required the team to think about their business from multiple angles.
During the session the members of the team worked individually and collaboratively as they explored
- Investment Philosophy
- Primary Purpose
- Differentiating Proposition
- Overall Value
As they engaged in strategically designed activities, they were able to identify common threads in their thoughts, beliefs, and actions. The data from this session has been used to refine the copy for both their website and brand collateral.