When the Barbara’s marketing team enlisted the help of the Hive in 2007, the company had lost touch with its heritage and its values. Our strategy work helped Barbara's focus its marketing efforts against a single target audience and better positioned them against their competition. After a series of brand workshops with internal team members, we helped Barbara's reconnect with who they were at their core. We even facilitated a meeting with Barbara Jaffe, the company’s founder, who hadn’t been involved with the brand for more than a decade. For some team members, it was like meeting their mother for the first time! We collected our insights into a strong positioning document with brand guidelines. This work laid the groundwork for Barbara’s successful repackaging in 2010, and continues to inform all their marketing decisions.

To see how this strategy translated into real work, check out the Barbara’s brand relaunch campaign, Barbara's search ad teaser campaign and the "Gift of NO" Facebook Application.