The brand proposition focuses on self-expression through their simple canvas shoes. The brand represents diversity and lets consumers represent the brand through self-expression. The big idea is that the brand is about throwing yourself into creativity head first and coming out with imperfections that show creative commitment. The purchasing experience includes both own stores and retailers/websites. Goals are to drive meaningful relationships through content marketing that sparks creativity and inspires brand advocacy.

2. BRAND PROPOSITION

3. BRAND PROPOSITION
revel in diversity. Simple shoe, HUGE attitude
canvas for self expression
Let consumers be who they want to be, they are not
represented by the brand, they represent the brand

4. COMPETITION
SNEAKERS
SPORTIVE
FOOTWEAR
BRAND IMAGE
BUDGET

5. LIFESTYLE
MODERN
COMPETITION
HERITAGE
FUNCTIONALITY

6. BIG IDEA
“It is not about getting dirt on
yourself. It’s about throwing yourself
in head first and resurfacing with
marks and imperfections that show
the commitment of your creative
spirit.”
blogger raving fan

7. PURCHASING EXPERIENCE
OWN STORE
RETAILERS
WEBSITE/ONLINE RETAILERS

8. Strong
brand, heritage, stron
g vast community &
raving fans
Google Analytics,
Facebook Analytics,
brand affinity to results,
level of conversations
about brand
Facebook posts &
contests, blog posts
with event updates,
promotion of rising
artists
PLANNING
Situation
Analysis
Control
Objectives
Actions
Drive meaningful
relationships that
spark creativity &
inspire advocacy
Strategy
“DO NOTHING”
Tactics
Content marketing: blog, FB, Twitter,
Instagram..harness earned media, the different
subcultures’ image, love of the brand and creativity

9. -
Store window
Advertising
Consumer manifestation
Celebrities
CONSIDER
-
Need for shoes
Specific outfit
Peer pressure
Store window
New models
- Events
- Rubber track
studio
- Social media
- OOH
CUSTOMER
JOURNEY
EVALUATE
- Website
- Social media
- Friends
TRIGGER
PURCHASE
- Own stores
- Retailers
- E-commerce
EXPERIENCE
ADVOCATE
- Social media

10. RECOMMENDATIONS
EVALUATION
Awareness
PURCHASE
Opinion
Consideration
Intention
Traffic
SEM
Sales

11. RECOMMENDATIONS
EVALUATION
PURCHASE
e-commerce
customization
visual appeal
How to get
dirty
WEBSITE

12. RECOMMENDATIONS
EVALUATION
PURCHASE
virtual trial
underground
MOBILE
daring

13. RECOMMENDATIONS
PURCHASE
EXPERIENCE
IN STORE EXPERIENCE