ReStore: The Story of a Total Brand Reset

“What am I supposed to tell people about my brand? I don’t know what to say.” It’s the most common complaint of both for-profit and nonprofit organizations alike.

In an increasingly complex world of content, the mobile web, and social media—–but where word-of-mouth still reigns supreme — people are finally understanding that their brand in words and ideas (strategy) means much more than what a logo can express.

Through the unique lens of his Brand SpectrumSM model, Jason Halstead of Portland’s Gist Brands will outline and highlight the brand strategy and articulation process he led for Portland Metro’s Habitat for Humanity ReStore, a system of donation-based home improvement outlets. And he’ll tell you the key breakthrough insights and moments of clarity that gave this legacy organization a new voice and understanding of itself, setting it on a trajectory of 20% year-on-year sales growth, with the goal of doubling both its sales and retail footprint.