With aggressive sales goals, the brand needed a brand strategy that allowed it to stretch its brand into new businesses. But first, Tommy Bahama needed to truly understand its brand from the consumer perspective. What were its true equities? What motivated men to buy Tommy Bahama? Was it the brand or the product?

What we found is Tommy Bahama is way more than a product – it is a lifestyle. We crafted a new brand strategy and value proposition that allowed the brand to expand into new businesses while maintaining the core equity of the brand.