Puma brand analysis

Brand Communication Analysis Trent Kahute Communication Planning : ID520B : Fall 2006 Instructor: Peter Laundy IIT Institute of Design

Contents Brand Brand origins.................................................................................. 3 Brand meaning as it has changed over the years............. 5 Current brand differentiation................................................... 7 Current brand portfolio.............................................................. 9 Brand identity Brand names................................................................................... 12 Brand name visual treatment................................................... 12 Brand communications identity elements.......................... 15 Brand communications Communication assets................................................................ 17 Key brand communication decisions.................................... 20 Detailed analysis of a communication.................................. 22 2

Brand Origins A Family Business The roots of the Puma brand stretch back to the mid 1920’s when Adi and Rudolph Dassler spent years working together building lightweight athletic shoes registered under their family shoe enterprise Gebrüder Dassler, in Herzogenaurach Germany. Beginning with the 1928 Olympics in Amsterdam, Adi’s uniquely designed shoes began to gain a worldwide reputation. Jesse Owens was wearing a pair of Dassler’s track shoes when he won gold for the USA at the 1936 Berlin Olympics. Feuding Brothers After World War II, during which Rudi Dassler had spent time in a POW camp, the Dassler brothers began a legendary feud, causing Rudolph to leave the company and found a rival company across town. Originally thinking of calling his brand RUDA, Rudi Dassler named his company Puma Aktiengesellscaft Rudolf Sport (Puma) while brother Adi incorporated as Adidas. This family rift would Adi Dassler Rudolf Dassler Founder of ADIDAS Founder of PUMA lead to cutthroat business feuds and sporting triumphs forging two mighty sporting brands recognized all over the world. By 1925 the Dasslers were making leather shoes with nailed studs and track shoes with hand-forged spikes. 3

Brand Origins The leaping puma also symbolizes combination of speed, power, The Puma logo is a symbol of the fierce rivalry between the and elegance often exhibited by professional athletes. two brothers. No longer working with his partner and brother, the brand would come to symbolize the solitary and secretive nature of Rudolf’s new venture as it moved forward. 4

Brand meaning as it has changed through the years Era 1 1948 - 1960 Era 2 1960- 1970 The best in football Going for the gold Reason for being Outfitting the worlds best soccer players Equipping the worlds best athletes Value Proposition Best in class performance Enhances your performance in style Differentiation Innovative features (first removable stud) Celebrity athlete endorsements Clandestine advertising Persona Elite, exclusive, personal, masculine Exuberant, elitist, colorful, energetic Associations German professional soccer team Charismatic champions (Pele & Joe Namath) Gold medal athletes (Jim Hines) Range of authority Soccer boots Soccer boots, track shoes, football shoes Audience Professional soccer players, experts, trainers, coaches World class athletes Relationship New player in the field Trusted partner 5

Era 3 1970 - 1986 Era 4 1986 - 1997 Era 5 1997 - Present Beyond the playing field Trying to keep pace Hip, cool, and leading the way Targeting the sports lifestyle Business survival Mixing the influences of sports, lifestyle, and fashion Play in style and comfort High performance with personalized fit Fits your active lifestyle Comfort & style Innovative footwear systems Distinctive styles, branded experiences (concept stores & Consistent brand message (closure & cushioning) events) Co-developed celebrity lines, co branding, partnerships with famous designers Casual, laidback, cool, minimal, Hi tech, advanced, not relevant Elegant, colorful, fresh, spontaneous, individual, urban, Classic, cheap, low quality, dated metropolitan, international, edgy Soccer players at all levels Professional soccer, tennis, track athletes Multiple sports lifestyle segments Champion athletes (Martina Navratilova) Diego Maradona, Boris Becker (yoga, tennis, golf, racing, music, soccer, baseball, running) Discount bins CEO Jochen Zeitz implements 5 part strategy Clothing, street footwear Running shoes, kids shoes, apparel, Performance / Casual footwear, apparel, gear, accessories Cross trainers, gear People who play sports Young athletes, soccer athletes, track Anyone who leads an active lifestyle People around sports athletes, (businessmen, active travelers, or marathon runners) Familiar friend A old friend you lost touch with Hip friend who shows you a good time 6

Current Brand Differentiation PUMA In recent years, the Puma brand has become synonymous with fashion, style, and sport. Through fresh design, co-branding and partnerships with celebrities and famous designers, Puma has elevated their brand image so that it now competes with fashion brands as well as their traditional rivals in the sporting footwear industry. The Puma brand communication strategy is flexible across multiple categories, yet communicates innovation for an “active lifestyle” Puma . communicates with each category in a unique manner, but the tone is unmistakingly tied back to the overall brand through the overarching brand Reason for Being Mixing the influences of sports, lifestyle, and fashion personality and identity. To extend their brand Puma has created concept retail stores that enable people to experience the brand in engaging and compelling ways. Puma also engages customers through their Mongolian barbeque concept that enables customers to design and build their own footwear from scratch. Value Proposition Fits your active lifestyle Further differentiating the brand from traditional rivals, Puma frequently hosts promotional events that are based around “active lifestyle” themes based on dining, Reasons to - Distinctive trend setting styles entertainment, fashion, and music. Believe - Branded retail experiences (concept stores) - Co-developed celebrity lines (Turlington / Nuala) ADIDAS Adidas’s mission is to improve every athlete’s performance through innovation. - Co branding partnerships (Ferrari, The overall Adidas brand communicates the company’s goal of fusing sport - Partnerships with famous designers (Starck, Wanders) performance and style competing very closely with Nike’s value proposition. To - Mass customization (mongolian bbq) compete with the value propositions of their traditional competitors, Adidas has - Promotional events (beats & treats) focused their brand communications in three different areas: “sport performance” , “sport heritage” and “sport style” Brand communications are tailored to the specific . market segments within each unit. Leveraging its cutting edge innovations in footwear, Adidas spends the majority of its effort communicating to the sport Persona Elegant, colorful, fresh, spontaneous, individual, performance segment. In response to the “sports lifestyle” trend being led by metropolitan, international Puma, Adidas has recently co developed product lines with famous designers and has focused on the timeless and classic nature of their brand. Associations Fashion brands (Gucci, Armani, Dolce Gabbana) Fringe / extreme sports NIKE Music artists & movie stars Nike has developed a brand that has global reach striving to bring inspiration and innovation to every athlete in the world. Over the years Nike has partnered with the world’s greatest athletes to build their brand recognition and reach, Range of Performance & casual footwear masterfully demonstrating the power of image marketing. Nike communicates to Authority Apparel & accessories a wide variety of sporting and lifestyle segments while retaining its focus on high performance athletes. Like Puma, Nike has extended their brand through concept retail stores, event sponsorships, online customization services, and co branding Audience Anyone who leads an active lifestyle with design savvy companies. The Nike brand differentiates itself from Puma by focusing on “performance driven style” whereas Puma communicates “lifestyle , Relationship Hip friend who shows you a good time driven style” The Nike brand goes head to head with the Adidas brand on the . “sports performance” front, fiercely competing to improve performance through technological innovation. 7

Current Brand Differentiation Improving every athlete’s performance through innovation To bring inspiration and innovation to every athlete in the world Perform at the highest level Just do it - Footwear technology innovations - Footwear technology platforms (shox, air, airmax, zoom air) - Automatic customization (Adidas 1) - Cutting edge performance / lifestyle apparel - Co developed celebrity lines (Stella McCartney) - Mass customization (NIKE ID) - Classic styles, tradition and heritage - Full line of performance / lifestyle accessories - Mass Customization (Adicolor) - Digital / Physical Expereriences (Co branding with IPOD) - Social responsibility (Livestrong, United Nations programs) - Branded retail experiences (Niketown) - Event sponsorships (marathons, olympics) Clear, orderly, practical, hi tech, classic, sophisticated, sincere Athletic, influential, outgoing, fresh, aggressive, hi tech, futuristic, retro cool Elite Soccer players, soccer teams, NBA stars Athletes at the top of their respective sport Hip hop artists (Run DMC) (Micheal Jordan, Tiger Woods, Lance Armstrong) Mainstream sports Unfair labor practices High performance footwear Footwear, apparel, equipment in multiple categories Performance & casual apparel Anyone who plays sports All athletes - anyone with a body Respected coach Fellow athlete 8

Brand Portfolio Overview Masterbrand - Sport Lifestyle Masterbrand - Sport Sub-Brands Co-Brands • Classic • Football* • Womens Active • Urban Modern • Lifestyle • Running* • Urban Travel • Urban Street • Cricket* • Premium Luxury • Contemporary • Baseball* • Retro - Nostalgia Fashion • Motorsports • Women (BMX) • Golf Puma is doing exceedingly well in the world The primary focus within the sport category Through fresh design, co-branding and Partnering with famous international of sport lifestyle where it is widely considered is on football where Puma has leveraged its partnerships with celebrities and famous fashion designers, architects, and artists has a leading brand that enjoys a comfortable heritage in providing performance footwear designers, Puma has elevated their brand catalyzed Puma’s recent rise within the life- old-school legitimacy. Within irony-rich, tech for world class soccer athletes. Puma also image so that it now competes with fashion style fashion industry. Puma has leveraged savvy urban hipster circles, Puma is as much a claims a “lifestyle” niche and has branched off brands (Gucci, Dolce & Gabanna, DKNY, the “brand name” of the designer to help to fashion statement as it is an athletic brand. into fringe sports such as motorsports and Prada) as well as their traditional rivals in build an identity around the offering. BMX racing. But it is in the nonconformist the sporting footwear industry. Puma has environment of extreme sports that Puma also attracted new customers, through their has more street credibility than many of its designer sub brands which provide offerings competitors such as heavy-hitting brands like outside the scope of the core Puma brand. Nike, Reebok and Sketchers. 9

Brand Portfolio Masterbrand - Sport Lifestyle Masterbrand - Sport “Classic” Football Suede, Roma, Brasil The “classic” category exploits Performance, Distinctive, Heritage the sporting heritage appeal of the Puma brand by offering products that combine timeless classics with the The Puma sport brand category targets both mainstream sports latest style. (football golf, and baseball) as Running The “lifestyle” brand category “Lifestyle” well as extreme sports (BMX, is made up of a wide variety Motorsports). Puma is currently Speed Cat & Numostro using different brand identities to of footwear, apparel, and accessories that are trend differentiate their offerings and setting, urban, and ultra hip. the messaging from that of the core brand. To build associations with other design savvy brands, Puma has partnered with Ferrari, F1 Racing, and Cooper Golf Mini to co-brand new and existing products. “Lifestyle” - Co Branding Casual, Fresh, Whimsical + Ferrari Motorsports Technical, Mechanical, Performance + Cooper Mini Motion Women / BMX Feminine, strength, dynamic 10

Brand Portfolio Sub-Brands Brand Expansion / Adding New Dimensions Nuala is the product of an organic partnership reflecting Christy Turlington’s passion for the ancient discipline of Yoga. The sub brand The Mongolian Shoe BBQ, is a natural evolu- represents PUMA’s commitment to create a tion of the customization trend. It extends superior mix of sport and lifestyle products. It the brand by giving people the opportunity is an elegant yet concise fashion collection to to build their own shoes and ultimately have complement a woman’s busy work, travel and more control over the finished product by exercise schedule. being truly involved in the creative process. The Puma store shows the brand and what Fashion designer Neil Barrett has created a Puma’s all about. Located in prime locations a collection with global jetsetter in mind. in metropolitan areas, the concept store is a The collection conveys a modular concept communication and marketing tool, as well as approach that accomodates the on-the-go a sales tool. Distinctive architectural design lifestyle of today’s style conscious adventurers. leverages a striking uses of puma’s familiar jumping cat logo. + Platinum is a luxury shoe line that focuses The Rudolf Dassler Collection recalls the Puma extends their brand by partnering with on craftsmenship and pulls influences from innocence and timelessness of sport through Biomega to design a bike that addresses the Pumas’s sport heritage, and recently has drawn its clean, simple, and provocative styling. The needs of the urban commuter. The Puma inspiration from the prestige of timeless sports collection is rooted in the heritage of soccer, Biomega Street Bike is the Scandinavian take like polo, yachting, and auto racing. tennis, running, and boxing shoes of the late on US-style bad boy culture. 1940’s and 1950’s. Co-Brands The Mihara Yasuhiro limited edition collection The Starck shoe collection is not based on consists of apparel, shoes, and accessories for design, not on showing off, not on more and both men and women that break through the more and more features, but on showing less boundaries that have been set up through and less and less. It means more technology, the course of fashion history. He designs with more intelligence, but less styling. This is the the intent of changing our perception and secret of the Starck Puma Line. stereotype. Not interested in churning out mass produced high street numbers. 11

Brand Names Brand Names PUMA nuala 96 HOURS The Puma brand name stands for distinctiveness, The name nuala is an acronym representing: Innovative, urban and versatile, 96 Hours individualism, spontaneity, internationalism, and Natural - Universal - Altruistic - Limitless - accomodates the on-the-go lifestyle of today’s sporting heritage. “Distinctiveness” and “indi- Authentic. The name is defined as “meditation style conscious travelers. “Innovative” speaks viduality” allude to the brand focus on cutting in motion” and it stands for intuition, intelligence, to the concept of providing a small selection edge design and fashion trends while retaining a and individuality. “Intuition” speaks to trusting of pieces that provide everything an intrepid non conformist attitude. “Spontaneity” caters to your own instincts and your ability to connect adventurer/ traveller would need to keep togged the brand focus on the active lifestyle. Interna- with your inner self. “Intelligence” speaks to up for four days. “Urban” addresses the casual tionalism speaks to global reach and appeal of providing smart footwear and apparel solutions modern style that fits into your daily routine the Puma brand. It stands for “sporting heritage” that combine style with performance. “Individu- whether its work or pleasure. “Versatile” speaks because Puma still sells a variety of classic styles ality” addresses the idea that lifestyle products to the “on-the-go lifestyle” of today’s style that have been around for over 25 years. should fit and adapt to the demanding needs of conscious types who embark on impossibly each woman. glamorous blurs of airport lounges and boutique The brand name alludes to the attributes of the hotel lobbies, meetings and cocktail bars, gyms puma animal: the combination of speed, power, and gallery openings. elegance , attributes often associated with athletes. The name is also short, easy to pronounce, Overall, the name misses the mark because there and memorable. is a disconnect on the number of hours a quick trip might take for the average active traveler. Instead of 96 hours, they should have tried 24, 36, or 48 hours to really help people easily connect to the core of the concept. Visual Treatment The Puma symbol is one the few logos that can The elegant geometric simplicity of the nuala The 96 hours graphic symbol is clear, be used with or without an accompanying name. symbol clearly references the principles and straightforward and blunt. The “military” type The logo has been used for over thirty years and ideals of yoga and holistic living. The lower font suggest the urgency and pace at which this has now has gained global recognition. The case lettering indicates the human and organic brand is meant to be experienced. The font iconic leaping cat tells us that the brand is active, nature of the brand and the rounded sans serif suggests a brand that is rugged, tough, and aggressive, and forward looking. The leaping font references the “circle of life” Unlike other . prepares you for your mission: adventorous monotone cat is also a highly identifiable designer collections, the nuala mark does not ref- travel at all cost. trademark of old-school seniority. The organic erence Puma nor the creator and sponsor, model and curvacous styling of the leaping cat suggest Christy Turlington. the visual styles that Puma footwear delivers. The all capital sans serif font helps the company The addition of Turlington’s name may help build create a commanding presence that sets an brand awareness because the brand is trying to aggressive tone. The logo is visually appealing in differentiate itself from Puma and other black-and-white as they are in color. competition like Stella McCartney’s Adidas Line and Nike. 12

Master Brand Communication Identity Elements Type Face and Text Placement Color Layout Clean & Modern Typography Refined Color Palette Adhering to the grid Puma consistently uses Helvetica font throughout their brand Puma’s primary color palette of black, red, white, and grey is Arranging layouts on a grid gives Puma’s communications communication material. From websites to ads and packaging, consistently used across their brand communication to unify the a clean, simple, and modern look and feel. Logo’s, symbols, Helvetica font is used in both upper cases and lower cases. different master brand categories, sub brands, and co brands. and text adhere to the grid to reinforce the modern design The chosen typography works well for Puma’s brand im- Their signature color is a saturated red which is bold, distinctive, nature of the brand. Puma uses the grid layout to organize the age because it a timeless font that connects the classic and easy to recognize. In addition clean, white backgrounds are minimal copy in a clear and orderly manner shifting the focus heritage style and with trendy fashion forward styles. There consistently used across master brand websites. Their spartan to the different product offerings. is also a minimal use of text in print material, websites and approach to color is especially helpful to consumers because advertisements, letting the products “speak” for themselves. Puma’s products (footwear, apparel, accessories) are offered in a The use of their primary color palette can be found in all of vast array of colors and styles in which the overall brand identity Puma’s communication imagery supporting the integrate could get easily lost. nature of the brand. Pictures and visual zones often have crisp corners that reinforce the look and feel of Puma’s products through their modernity and timelessness. 13

Master Brand Communication Identity Elements Logo Identity & Placement Master Logo “Leaping Cat” Logo Typography Logo “Super Cat” Logo Puma uses their master logo across all The “leaping cap” has recently been used as The Puma type based logo is primarily utilized The “Super Cat” logo was first designed in the brands and across all categories as a central a stand alone logo because the Puma logo in the master brand “sport lifestyle” category. early 1970’s as an evolution of the leaping unifying mark. The logo has been has gained enough recognition over the This logo is associated with the following two puma that historically donned the sides of traditionally utilized as a footwear tag and as years and it’s now instantly associated with aspects of the Puma brand: retro classics and Puma’s footwear. Since then, the mark has apparel and accessory marks. the Puma brand. As Puma moves forward, fashionable apparel. served as an instantly recognizable trademark they continue to use the leaping cat logo on symbol for the Puma brand. As the portfolio an increasing number of their brand touch has expanded beyond footwear, Puma has points ranging from footwear to in store found ways to introduce the super cat log environments into accessories and apparel. Product Tags Footwear & Apparel Apparel & Accessories Footwear & Accessories Ambient Street Advertising Street Graffiti Retail Signage Event Signage 14

Master Brand Communication Identity Elements Imagery Master Brand - Sport Lifestyle Master Brand - Sport Puma’s master brand website and advertising campaign employ a variety of techniques to In the sport master brand categories, Puma consistently uses photo imagery to communicate communicate the Puma’s brand integration of sport, lifestyle, and fashion. The imagery alludes the brand message. Advertisements and web sites typically portray an athlete dynamically to “active lifestyles” that are associated more with fashion (social events, shopping) than sport. participating in a sporting activity wearing the Puma products. The product itself becomes the Imagery ranges from up close product shots, to fashion models wearing the product, to both backdrop to the dynamic gesture of the athlete. Interestingly enough, the athlete is typically abstract and photo imagery of activities that young hip people participate in. The imagery is portrayed as participating in the activity alone, not in a group or team. Unlike their competitors, clearly designed to appeal to active urban females as the target demographic. Puma had few athlete endorsements, making the brand accessible to almost anyone involved with that particular sport. 15

Sub Brand & Co Brand Communication Identity Elements Sub Brands Co-Brands Nuala 96 Hours Puma - Mihara Puma - Starck Nuala is represented by a warm and sophisticated 96 Hours is represented by a muted, cool Puma - Mihara is represented by a saturated Starck utilizes the Puma’s master brand color color palette. The brand utilizes sans serif font in color palette and the bold text usage is and bold color palette. The use of typogra- palette with the addition of a saturated yellow as lower cases adding a feeling an organic, approach- minimal to non existent. With this sub brand, phy is nonexistent, forcing the products to his signature color. Relying on the ability of the able and friendly feel. Photo imagery depicts both Puma takes a traditional approach to com- speak for themselves. Imagery in advertise- products to communicate the brand message, the collection designer (Turlington) in up close municating their brand message by using ments and websites portray exercising cyber the use of typography is nonexistent. In shots and active women participating in activi- photo imagery that captures models using punks, trailer trash partiers , and bowling atypical fashion, Starck has restrained from ties like yoga and dance. Overall, the Nuala brand and displaying the product line. Although steet zombies. Communications effectively showing his face in this brands communications. communications convey an intelligent approach to the images are taken in urban settings such the underground street culture origin of the Instead, he opted for a clean, minimal aesthetic addressing the needs of a womens active lifestyle. as airports and office buildings, the brand Mihara brand. that focuses on a single primal character and his purpose seems to unclear and inconsistent. relation to the footwear. The result is whimsical, fun, and approachable. 16

Communication Assets Puma Stores - Providing Rich Customer Interactions Cultural Connection and personal expression value Frequent product launches & a cornucopia of styles Puma’s retail experience is replacing the brand message as their Dedicated to using the most advanced technology in creating New product launches, seasonal styling changes, customer focused primary promotional delivery vehicle. Retail continues to grow in products that realizes the fullest potential of its user, PUMA has events, and new retail store openings help keep the Puma brand importance as a showcase for the brand and as a way of getting remained in a pinnacle position in the world of sports. However, in fresh in the minds of consumers. Interestingly enough, Puma more innovative products to the consumer. In 2006, Puma opened recent years, Puma has bravely ventured into the realm of fashion communicates the cutting edge of fashion and active lifestyle 20 new “Concept” stores and countless more PUMA stores and and has proved equally successful, garnering great following by the trends through fresh footwear and apparel designs that combine outlets. The concept stores serve as the epicenter of the Puma young and trendy. Combining athletic sensibilities with fashion material, colors, and styles into products that resonate with brand, providing consumers with a more holistic experience by chic, PUMA has remained in the forefront of style with its classic customers. enabling interaction with their customers on different levels, styles unleashing unlimited potential. From the style capital of displaying the depth of the brand while creating even more Paris to the streets of Tokyo, PUMA is present everywhere - a must opportunity for discovery. In addition, Concept Stores host the have item for the fashionable crowds. Puma’s diverse offering of Mongolian BBQ, where consumers can design their own products ultimately allow their customers to express their personalized shoes. In 2006, Puma retail has been used to individuality through trend setting style and fashionable utility. introduce exclusive product launches, as well as other unique brand driven consumer events. 17

Communication Assets Leading Sports Lifestyle Creates Differentiation Sub Brands Serving Premium Niches Wearing the Brand - Inherent Brand Visibility Puma, which has managed to differentiate itself from more power- All of Puma’s sub-brands (Nuala, 96 hours, Platinum, Rudolf Dassler The name PUMA has been synonymous with the athletic spirit ful rivals like Nike and Adidas, has emerged as a hugely influential Collection) exist to serve different premium niche market segments. and sport lifestyle, playing a pivotal role in the illustrious history of brand, transforming from an alternative brand to a global icon with This strategy enables the Puma master brand to focus on the core sports. For many years, the brand became inextricably linked with broader desirability. The brand’s message was refined, its voice clari- segments of sport and sport lifestyle without dilluting the brand some of the world’s top performing athletes, and in some of their fied and in the process, Puma has created a new market segment: message to its core audience. most glorious moments. Currently, the Puma brand is often sport lifestyle. Now that competitors are playing in the sport lifestyle associated with people who are fashionable, trendy and lead an segment, Puma now strives to be the most “desirable” sport lifestyle active lifestyle. To build brand awareness and recognition, Puma has company in the world. Puma’s marketing strategy seeks to establish and continues to prominently display their logos on almost all of the brand as an icon that extends its lead in the sport lifestyle their footwear, apparel, and accessories. With such a recognizable market. The key to achieving this position is to maintain a culturally brand as Puma, they spend little time on generating awareness, but relevant message that connects with consumers despite a cluttered instead spend a considerable amount of time maintaining visibility media environment. and awareness. 18

Communication Assets Creating the buzz with key influencers Deep pockets for communications Marketing Context Puma focuses on making sure “key influencers” are wearing the Puma products generate significant margins. the company is Puma’s marketing efforts clearly fall in Kotler’s information brand, primarily through having what they call “brand zinger” events rapidly growing and they are constantly testing new ways to economy category , but they still market themselves in a few for their target audiences throughout the year. Events include communicate their brand. They are a company that leverages ways that fits the “industrial economy” paradigm. Puma is underground parties, dj and dance competitions, and gatherings of an image marketing strategy that requires heavy investments in clearly focused on customer acquisition than on customer different “anti establishment” segments. By respecting the culture all aspects of brand communications ranging from new concept retention. It relies on its heritage in sport categories, but and voice of these groups, Puma lets the participants personify the stores to print and media advertisements. the sport lifestyle category seeks to broaden the size of the essence of the Puma brand, thus bringing free word of mouth market to anyone who leads an “active lifestyle” While Puma . advertising and building elusive “street cred” . Organizational Assets follows the information economy paradigm of building its One of Puma’s greatest strengths is its CEO Jochen Zeitz who has brand through company behavior, it also builds its brand devised and implemented a five stage strategy that focuses on through heavy advertising. This strategy makes sense because innovation and design. Part of this strategy includes leveraging it needs to reach consumers who often respond to visual existing communication assets but also aggressively developing media and Puma is particularly adept at creating distinctive new ones. He has single handedly changed the company and and memorable advertising. supercharged the brand by helping to attract and retain top creative talent and allowing them to radically experiment with the brand and its communication assets. 19

Key Brand Communication Decisions Puma Concept Retail Stores PUMA has taken the sport-fashion concept a step further by creating a branded store environment that showcases its cutting edge designs and collaborative projects. The design intent of the PUMA concept a place where the PUMA energy is evident, promotes city style, and encourages casual shopping. Puma has developed a strong design image through its stores in America and Europe and although there is a strong unifying style, each store has its own characteristics defined by local culture and site constraints. PUMA Concept Stores utilize the jumping cat branding as its focal point for design direction and each of the fixtures in the store is inspired by sport and it is designed to be a place where all of PUMA’s sport-fashion brands can intersect and interact in a unique way. Features that are often integrated into the retail environment design include signature internally illuminated ‘niche walls’, folding ceiling and wall panels, internally illuminated cantilevered shelving, display boxes and the large feature arch at the entry to the store. In addition, the concept stores often host signature events such as Mongolian shoe bbq’s, fashion shows, and dj hosted dance parties. 20

Key Brand Communication Decisions Puma Fashion Shows As Puma ventures into the fashion world with their “sport lifestyle” master brand, fashionable sub brands, and designer collections they are beginning to reach new audiences through different communication channels. Puma now hosts seasonal fashion shows at sleek facilities at fashion hot spots around the world. Shows are typically media rich events that combine live dj’s, visual multimedia, and models wearing the latest and hippest products from Puma. The vibrance, energy and perpetual motion of the event mirror the PUMA brand aesthetic, and attracts “sport lifestyle” consumers from across the globe. These events attract a multitude of retail purchasers allowing Puma to expand into new market outlets. These types of events help Puma differentiate themselves even further from their traditional competitors: Adidas and Nike. 21

Detailed Analysis of a Communication “New Stuff” advertising campaign “New Stuff” TV Advertisements - Winter 2005/06 The communications I chose to analyze are the “New Stuff” ads on TV and in print featuring animals interacting with Puma products in adoring and distinctive ways. Targeting a youthful audience PUMA decided to communicate their brand image through a product-focused campaign that conveys cutting edge style to a 16-34 year old audience. Style focused messages Puma introduced the award winning “New Stuff” campaign as a way to showcase their design leadership. New stuff print executions highlighted the freshest new Puma styles and the commitment that Puma has to providing customers with innovative sport lifestyle products. Attracting new customers A core objective of the campaign was to increase sales, increase the Ad Agency: Zenith Optimedia International/GBH mainstream audience’s knowledge of Puma ranges and project the brand’s core values as being different. New products needed to be showcased to the mainstream audience in a creative and unique way that was “unexpected, “New Stuff” Print Advertisements - Spring & Summer 2006 unique and different” . To communicate this concept, animated animals such as monkeys, bats, bees, mice, and fish are depicted as playfully interacting with Puma products in an engaging and fresh manner. Usage of mixed media Puma first introduced this campaign in 15 second television advertisements. The campaign was visually fresh and clean with crisp photography that drew at- tention to the products. The print advertising that followed reflects the focused simplicity and whimsical nature of the TV spots. Building momentum from the holiday season TV spots were run in November and they drew inspiration from Aesop’s fables by depicting two typical adversaries gifting each other Puma presents. Based upon the success of the TV ads, print ads were run into the following two sea- sons highlighting new Puma products. Elements of the ad migrated into surrounding media environments, engaging advertising savvy young adults who might be suspicious of broadcast advertising. “Presentation” communication mode These advertisements obviously fall into the Presentation mode and structured around the products themselves (features and attributes). 22

Trent Kahute Communication Planning : ID520B : Fall 2006 Instructor: Peter Laundy IIT Institute of Design 3

Puma brand analysis

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