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Message Brand Essence QVC sells merchandise twenty-four hours a day through its television and web channels, offering 1,700 items a week via TV alone. During its twenty-year history, QVC has shipped more than 1 billion packages to more than 30 million customers. After two decades of double-digit growth, QVC began to recognize newfound challenges and opportunities in the cable industry and in consumers’ viewing habits. With the desire to ensure continued growth by becoming an even more compelling shopping destination, QVC approached IDEO to develop a clear and concise brand and offering. Working closely with several members of QVC’s senior management team, IDEO focused its efforts on the internal and external aspects of QVC’s brand to gain insight into potential growth opportunities. IDEO looked internally to understand the company’s operations, heritage, culture, and its employees and their key values in order to arrive at a brand that rang true. IDEO also sought to understand how QVC’s brand and offering were perceived among a broad cross-section of shoppers. This was particularly important to QVC’s growth strategy, which requires balancing the needs of existing customers with those of potential new customers. The resulting brand essence brought clarity to QVC’s management and merchandising teams and served as a catalyst for innovation within the company. Using IDEO’s inspiration, QVC has since embarked on numerous design-inspired projects, including an ambitious plan for upgrading every aspect of the live broadcast, including sets, graphics, and host image. The newly articulated brand essence will also serve as a guiding principle for a redesigned website and graphic identity. According to Doug Rose, QVC’s VP of merchandising brand development, “As a result of this work, we have a clear strategy and common language that the entire company can rally around.” http://www.ideo.com/work/brand-essence/