Yard’s Ruth Bernstein Shares How to Turn Purpose into Action by Developing Brand Beacons…

Ask Ruth Bernstein about her concept of Brand Beacons, and she’ll tell you they set the next standards in business. While that may sound like a monumental task or an extraordinary description of a brand’s potential, after a 30-minute conversation, I was convinced about the power of beacon status.

Ruth Bernstein is the CEO and Co-Founder of Yard NYC, an independent creative company that helps inspire cultural and emotional connections to brands. She proves that brands can transform companies, communities, and causes—and that’s just a start.

GU’s launch is a fascinating case study in strategic fashion marketing, especially considering the competitive nature of the city’s retail scene. Yard NYC blended Japanese culture and style with the vibrancy of the Soho neighborhood through its “Tokyo Meets Soho” concept, positioning GU as both globally relevant and uniquely local.

GU offers a limited selection of items rather than overwhelming consumers with a vast assortment that changes frequently. The goal: Encourage customers to experiment with new looks while emphasizing less waste in a fast-fashion world. This certainly aligns with Gen-Z’s interests in the environment, ethics, and transparency. GU also provides boxes in-store where customers can donate clothing for those in need.

With the ‘Tokyo Meets Soho’ concept, YARD NYC was inspired by the intersection of two places constantly reinventing themselves. Out-of-home posters and images repeated “&U, &U, &U” to emphasize the limitless possibilities for creating a “New U” from a curated, yet limited, line of GU clothing. At the same time, using “U” helps new consumers pronounce “GU.”

---

BRAND BEACONS: LEADING THE FUTURE

According to Ruth Bernstein, “Becoming a beacon brand requires a strong belief system, dedication to improving lives, and consistency in actions and values.”

She adds, “These brands aren’t created overnight; they build over time.” In our conversation, she added, “Beacons galvanize purpose into action.”

Here are some of her examples:

• Brands like Shea Moisture, Athleta, Rothy’s, and Dove excel by upholding a singular cultural value and avoiding distractions.

• Essential fundamentals include a strong belief system, dedication to bettering people’s lives, and ethical production practices. Patagonia exemplifies this by transferring its profits to a trust for climate action.

• Beacon brands are dynamic. Liquid Death’s innovative approach merges entertainment with sustainability, making a significant cultural impact.

• Successful beacons create communities, not just consumers. For example, Lego breaks gender stereotypes, and Crocs promotes self-expression through its community initiatives.

• The belief system should permeate the entire organization. Ikea lowered prices during inflation to support its mission, and Athleta enriches female workers’ lives while fostering a supportive brand community.

• Beacons take on credible fights, like Rothy’s battle against single-use plastics, rather than broad issues. They remain true to their core beliefs, as seen with Poppi Soda, which maintains consumer loyalty despite legal challenges.

Gen Z, Millennials, and Gen Alpha value authentic brands with clear missions over superficial causes. Younger generations seek brands with intrinsic belief systems and genuine purposes. They want brands that inspire change and community, not just products. 

Subscribe FREE to Internationalist Marketing TV on YouTube to get notifications of new videos.

 In our conversation, we discuss the following:

• You and your agency have been in the news again recently as Yard helped launch the Uniqlo sister brand GU at New York Fashion Week. I’m also fascinated by your concept of “Brand Beacons” and contemporary culture. 

• Tell us about the challenge of bringing a new fashion brand to a crowded market. And what’s different about GU?

• Talk about “Tokyo Meets Soho.” As an “internationalist,” I love it, but what makes it appealing to a US audience? And how did you bring it to life?

• Now, would GU meet your criteria for being a Brand Beacon, or is it too early?

• I’m always intrigued by the speed of culture and how advertising responds to “cultural moments.” But I also realize that advertising can shape culture. Would you outline your concept of Brand Beacons and why you believe the world needs more of them?

• Would you say that being a Brand Beacon is also aligned with being a purposeful brand? 

• Can any brand become a “beacon,” or does it work best for “disruptor” brands or those targeting younger audiences?

• Do you believe that advertising is at an inflection point? Yard states on its website: “Through the stories we tell and the work we create, we can challenge conceptions, influence options, and change perceptions.” So, is “advertising” being redefined? 

• You talk a lot about the power of conviction regarding Yard and its work. What advice do you have for brands in an increasingly polarized world?

• Today, there’s no conversation about the future that’s complete without a mention of AI. Any thoughts on how human and technological collaboration can work for the best outcomes?

The World Needs Fewer Brands But More Beacons

Beacon Brands will redefine business leadership in the years to come. As norms crumble, truth and trust are becoming harder to locate. Increasingly, people are pointing to business as the most dependable change agent. This is one critical area where business and social needs intersect. The world doesn’t need any more brands, but it definitely needs beacons.

Businesses embracing this approach can become change leaders– meeting both societal and consumer expectations.

Ruth Bernstein has served as a founding member of Yard NYC for over twenty years. Today, she serves as Chief Executive Officer. She was named one of AdAge’s Leading Women in 2023, and her agency has been an AdAge Small Agency Winner three times.

Originally from the U.K., she attended Goldsmiths- The University of London with a Bachelor of Architecture, Communications and Sociology.