5 Global Case studies showing how the best brands create leadership in their categories. A youth marketing slant with some examples of brands who have gotten it wrong....and then recovered
5. INNOVATORS EARLY ADOPTERS EARLY MAJORITY LATE MAJORITY LAGGARDS BRAND CORE To maintain its leadership, Nike realised it had to do more than battle Adidas in the shops and on TV
6. INNOVATORS EARLY ADOPTERS EARLY MAJORITY LATE MAJORITY LAGGARDS BRAND CORE TREND- SETTING VANGUARD To get ahead of Adidas right from the starting line, Nike went into skating
7.
8.
9. Top skaters were given signature lines to design Made the brand credible Gave consumers a taste of what it’s like to be their heroes
10. Generated buzz Increased premium credentials Other designs come from people like hipster artist Jeremy Fish and toymaker Kidrobot
11. Kept the brand consistently fresh and ahead of the curve Generated a sense of exclusivity All designs are limited editions: they’ve produced 150 SB Dunk editions in 5 years, none in mass quantities
28. Really the only competition like it in the world. Do you have wings ?
29. Red Bull is committed to bringing fast, intense F1 racing to the States – but recognises that US audiences won’t pay attention until their country has a great driver. So Red Bull is creating that driver at their F1 school.
30. The final sporting frontier in America? Soccer. And Red Bull now owns one of the best teams in the country.
31.
32.
33.
34.
35.
36. The same products that peaked in the 80s, aimed at the same (ageing) consumers
37.
38. How rebellious and cool is the experience of sorting through a giant mess at Sears or Bi-Lo?
39. Levi’s was communicating like a leader, but it wasn’t behaving like a leader in the world Bogan Dad jeans Bogan Mum jeans
81. An in-store overhaul to connect in all the details “ Everything from the restaurants' signs to the employee uniforms…. All those things are branded experiences, and are being reworked." – Alex Bogusky
82. “ When McDonald's tries to get hip, they show us kids playing basketball on rollerblades. BK's stuff is just far more subversive – [which] its cynical consumers appreciate.” -- Slate.Com Work that’s not afraid to polarise in order to engage with its target