Like many companies, Bench values its brand immensely – but fails to use it effectively in making operational decisions. We worked with Bench to identify the success factors for the brand, and translated them into management principles and company processes. In addition to a stronger positioning and an inspiring brand idea, we developed processes that would turn the brand into a decision-making asset in everyday operations. Strategic measures included the combination of collection development and retail, as well as the development of a competitive, on-brand distribution strategy.