How to Build a Brand in Secret at Gap Inc.

Yesterday, I had the great honor to break the news of a new brand that launched under Gap Inc. in CMO Moves with Eric Toda, Head of Marketing of Hill City. Eric had been building the brand in secret for a year and yesterday was the big day when it all came to life. A truly special moment for he and his whole team and I am grateful to have been part of it all.

Today, I wanted to take a moment and share how it all happened. Not from my words, but from their words. You see, not only was I able to grab some incredibly honest footage with Eric before yesterday’s big launch, but I also had the great privilege to chat with Noah Palmer, GM of Hill City, to capture his thoughts too. Here is their story on how they build a secret brand inside of Gap Inc.

What is Hill City and why a Men’s brand at Gap?

What does Hill City mean exactly, the logo, the purpose, the community?

How did you build this brand and team in secret for a year?

What are the advantages of building Hill City inside of Gap Inc?

What’s it like working with each other?

How do you balance parenthood with your career?