Engaging Youth in
Sustainability, a
Lifestyle, and the
Brand

Bobbie Parisi
KEEN Footwear
BUILDING KEEN INTO AN

   ENDURING
    BRAND
CONSISTENT
 PRODUCT                         EMOTIONAL
INNOVATION
             +     BRAND      + CONNECTION
              ...
CONSISTENT
 PRODUCT                         EMOTIONAL
INNOVATION
             +     BRAND      + CONNECTION
              ...
KEEN BEGAN WITH A MOMENT OF
     PURE VISION
WITH A SIMPLE DESIGN CHALLENGE
CAN A SANDAL PROTECT TOES?
THE ANSWER WAS YES, THE ANSWER WAS
THE NEWPORT
THE NEWPORT WAS THE CATALYST
FOR OUR FIRST KEY BRAND VALUE:
  HYBRID INNOVATION
HYBRID INNOVATION IS OUR COMMITMENT TO
 INNOVATION IN ALL THINGS,
TO CONTINUALLY PUSH FOR
INDUSTRY CHANGING EVENTS
   IN EVERYTHING WE DO, FROM:
OUR CORE PRODUCT LINE: HYBRID.FOOTWEAR
TO OUR HARVEST SERIES BAGS
TO HYBRID.SOX
TO OUR PACKAGING
TO COMMUNICATIONS
TO OUR BRAND EXPERIENCES
OUR SECOND BRAND VALUE IS:
      OUR COMMITMENT TO
REDEFINING THE OUTDOORS
WE BELIEVE IN REIMAGINING THE OUTDOORS AS
ANY PLACE WITHOUT A CEILING
AND BY RECOGNIZING THE OUTDOOR CROWD AS
   AN INCLUSIVE COMMUNITY
         AND INVITING EVERYONE
BECAUSE WE’RE
INSPIRED
BY THE WOMAN
HANGING
FROM THE
SHEER ROCK
FACE,
BUT WE’RE
EVEN MORE
INSPIRED BY
THE TRAINERS,
FRIENDS,
PEERS AND
SUPPORTERS
WHO HELPED
GET HER
THERE
OUR THIRD BRAND VALUE:
  GIVING BACK
WE ARE

MORE THAN AN OUTDOOR
      COMPANY
WE STRIVE TO BE A COMPANY WITH A
               CONSCIENCE,
     BY MAKING A POSITIVE DIFFERENCE,
GIVING BACK TO THE GREAT...
WE ALSO BELIEVE IN THE POWER OF A BRAND TO
          INSPIRE OTHERS
TO CREATE POSITIVE CHANGE IN THE WORLD WE
            ...
INNOVATION



           KEEN
REDEFINE           GIVING
OUTDOORS           BACK




OUR BRAND VALUES
HOW DO WE TAKE THESE 3 CORE
          VALUES
  AND COMMUNICATE THEM TO
 THE CONSUMER IN A RELEVANT
           WAY?
BY COMMUNICATING AN
 OWNABLE, DIFFERENTIATED
      POSITIONING
    THAT IS REFLECTED IN ALL WE DO:
FROM PRODUCT CATEGORIES...
INNOVATION



                 KEEN
      REDEFINE           GIVING
      OUTDOORS           BACK




FOR CONSUMER COMMUNI...
CREATE

           HYBRID
            LIFE
REDEFINE            GIVING
OUTDOORS            BACK
CREATE
CREATE POSSIBILITIES AND EXPRESS
 YOUR VISION OF WHAT IS POSSIBLE
Money Mark / USA    Colette Brooks /
                                  USA




COMMUNITY OF PEOPLE WHO CREATE POSSIBILITIES
CREATE

              HYBRID
               LIFE
   REDEFINE            GIVING
   OUTDOORS            BACK




REDEFINING ...
CREATE

       HYBRID
        LIFE

PLAY            GIVING
                BACK
PLAY
PLAY OUTSIDE AND REIMAGINE THE
          OUTDOORS
AS ANYPLACE WITHOUT A CEILING
COMMUNITY OF PEOPLE WHO EMBRACE THE
             OUTDOORS
CREATE

        HYBRID
         LIFE

 PLAY            GIVING
                 BACK




GIVING BACK BECOMES:
CREATE

       HYBRID
        LIFE

PLAY            CARE
CARE
 CARE FOR THE ENVIRONMENT AND
ENGAGE WITH CAUSES THAT MAKE A
      POSITIVE DIFFERENCE
The Big Green Bus / USA   Zhihai Zhu + 1KG More /
                                          CHINA


COMMUNITY OF PEOPLE WH...
HYBRIDLIFE IS ABOUT:
Creating possibilities and express your vision of what is
                       possible.
HYBRIDLIFE IS ABOUT:
Creating possibilities and express your vision of what is
                       possible.
 Playing o...
HYBRIDLIFE IS ABOUT:
Creating possibilities and express your vision of what is
                       possible.
 Playing o...
Create, play, and care. It’s a way of life. We call it
                                                  TM




          ...
THE CHALLENGE
          Build brand awareness

        Attract younger consumers

Connect with consumers with a message th...
STAND
DOCUMENTARY
CAMPUS TOUR
NEW YORK FOCUS
July 12, 2008
LEVELS OF EXPERIENCE
      CRITERIA/MEASUREMENT
ADVERTISING


78,049,240 IMPRESSIONS
IMPRESSIONS
Advertising
Print:                   68,354,688
College Newspapers:      2,311,722
College Wild Postings:   10...
PUBLIC RELATIONS



165,000,000 IMPRESSIONS
ONLINE



425,000 IMPRESSIONS
CONNECTIONS



16, 500 CONNECTIONS
COMMITMENTS



1362 SUBMISSIONS
INDUSTRY RECOGNITION
        AMA Recognition

        Ad Age’s “Marketing 50:
           Fifty Sharp Ideas and the Visiona...
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
KEEN Footwear and Sustainable Branding
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KEEN Footwear and Sustainable Branding

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Presentation on the STAND campaign by Keen footwear to engage youth in sustainability and its brand.

Learn more about Sustainable Business & Design at: http://sustainablelifemedia.com

Published in: Business
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KEEN Footwear and Sustainable Branding

  1. 1. Engaging Youth in Sustainability, a Lifestyle, and the Brand Bobbie Parisi KEEN Footwear
  2. 2. BUILDING KEEN INTO AN ENDURING BRAND
  3. 3. CONSISTENT PRODUCT EMOTIONAL INNOVATION + BRAND + CONNECTION IMAGE
  4. 4. CONSISTENT PRODUCT EMOTIONAL INNOVATION + BRAND + CONNECTION IMAGE ENDURING = BRAND
  5. 5. KEEN BEGAN WITH A MOMENT OF PURE VISION
  6. 6. WITH A SIMPLE DESIGN CHALLENGE
  7. 7. CAN A SANDAL PROTECT TOES?
  8. 8. THE ANSWER WAS YES, THE ANSWER WAS
  9. 9. THE NEWPORT
  10. 10. THE NEWPORT WAS THE CATALYST FOR OUR FIRST KEY BRAND VALUE: HYBRID INNOVATION
  11. 11. HYBRID INNOVATION IS OUR COMMITMENT TO INNOVATION IN ALL THINGS,
  12. 12. TO CONTINUALLY PUSH FOR INDUSTRY CHANGING EVENTS IN EVERYTHING WE DO, FROM:
  13. 13. OUR CORE PRODUCT LINE: HYBRID.FOOTWEAR
  14. 14. TO OUR HARVEST SERIES BAGS
  15. 15. TO HYBRID.SOX
  16. 16. TO OUR PACKAGING
  17. 17. TO COMMUNICATIONS
  18. 18. TO OUR BRAND EXPERIENCES
  19. 19. OUR SECOND BRAND VALUE IS: OUR COMMITMENT TO REDEFINING THE OUTDOORS
  20. 20. WE BELIEVE IN REIMAGINING THE OUTDOORS AS ANY PLACE WITHOUT A CEILING
  21. 21. AND BY RECOGNIZING THE OUTDOOR CROWD AS AN INCLUSIVE COMMUNITY AND INVITING EVERYONE
  22. 22. BECAUSE WE’RE INSPIRED BY THE WOMAN HANGING FROM THE SHEER ROCK FACE,
  23. 23. BUT WE’RE EVEN MORE INSPIRED BY THE TRAINERS, FRIENDS, PEERS AND SUPPORTERS WHO HELPED GET HER THERE
  24. 24. OUR THIRD BRAND VALUE: GIVING BACK
  25. 25. WE ARE MORE THAN AN OUTDOOR COMPANY
  26. 26. WE STRIVE TO BE A COMPANY WITH A CONSCIENCE, BY MAKING A POSITIVE DIFFERENCE, GIVING BACK TO THE GREATER COMMUNITY AND CARING FOR THE ENVIRONMENT WHICH WE ALL SHARE AND DEPEND ON
  27. 27. WE ALSO BELIEVE IN THE POWER OF A BRAND TO INSPIRE OTHERS TO CREATE POSITIVE CHANGE IN THE WORLD WE LIVE IN
  28. 28. INNOVATION KEEN REDEFINE GIVING OUTDOORS BACK OUR BRAND VALUES
  29. 29. HOW DO WE TAKE THESE 3 CORE VALUES AND COMMUNICATE THEM TO THE CONSUMER IN A RELEVANT WAY?
  30. 30. BY COMMUNICATING AN OWNABLE, DIFFERENTIATED POSITIONING THAT IS REFLECTED IN ALL WE DO: FROM PRODUCT CATEGORIES TO CONSUMER COMMUNICATIONS
  31. 31. INNOVATION KEEN REDEFINE GIVING OUTDOORS BACK FOR CONSUMER COMMUNICATIONS, OUR BRAND VALUE, INNOVATION, BECOMES:
  32. 32. CREATE HYBRID LIFE REDEFINE GIVING OUTDOORS BACK
  33. 33. CREATE CREATE POSSIBILITIES AND EXPRESS YOUR VISION OF WHAT IS POSSIBLE
  34. 34. Money Mark / USA Colette Brooks / USA COMMUNITY OF PEOPLE WHO CREATE POSSIBILITIES
  35. 35. CREATE HYBRID LIFE REDEFINE GIVING OUTDOORS BACK REDEFINING THE OUTDOORS BECOMES:
  36. 36. CREATE HYBRID LIFE PLAY GIVING BACK
  37. 37. PLAY PLAY OUTSIDE AND REIMAGINE THE OUTDOORS AS ANYPLACE WITHOUT A CEILING
  38. 38. COMMUNITY OF PEOPLE WHO EMBRACE THE OUTDOORS
  39. 39. CREATE HYBRID LIFE PLAY GIVING BACK GIVING BACK BECOMES:
  40. 40. CREATE HYBRID LIFE PLAY CARE
  41. 41. CARE CARE FOR THE ENVIRONMENT AND ENGAGE WITH CAUSES THAT MAKE A POSITIVE DIFFERENCE
  42. 42. The Big Green Bus / USA Zhihai Zhu + 1KG More / CHINA COMMUNITY OF PEOPLE WHO CARE FOR THE WORLD AROUND THEM
  43. 43. HYBRIDLIFE IS ABOUT: Creating possibilities and express your vision of what is possible.
  44. 44. HYBRIDLIFE IS ABOUT: Creating possibilities and express your vision of what is possible. Playing outside and reimagining the outdoors as any place without a ceiling.
  45. 45. HYBRIDLIFE IS ABOUT: Creating possibilities and express your vision of what is possible. Playing outside and reimagining the outdoors as any place without a ceiling. Caring for the environment and engaging with causes that make a positive difference.
  46. 46. Create, play, and care. It’s a way of life. We call it TM HybridLife.
  47. 47. THE CHALLENGE Build brand awareness Attract younger consumers Connect with consumers with a message that was consistent with KEEN values and relevant to them Create an integrated marketing campaign to inspire people to get involved with sustainability
  48. 48. STAND DOCUMENTARY
  49. 49. CAMPUS TOUR
  50. 50. NEW YORK FOCUS
  51. 51. July 12, 2008
  52. 52. LEVELS OF EXPERIENCE CRITERIA/MEASUREMENT
  53. 53. ADVERTISING 78,049,240 IMPRESSIONS
  54. 54. IMPRESSIONS Advertising Print: 68,354,688 College Newspapers: 2,311,722 College Wild Postings: 100,000 Online Advertising: 15,691,415 TOTAL 78,049,240
  55. 55. PUBLIC RELATIONS 165,000,000 IMPRESSIONS
  56. 56. ONLINE 425,000 IMPRESSIONS
  57. 57. CONNECTIONS 16, 500 CONNECTIONS
  58. 58. COMMITMENTS 1362 SUBMISSIONS
  59. 59. INDUSTRY RECOGNITION AMA Recognition Ad Age’s “Marketing 50: Fifty Sharp Ideas and the Visionaries Who Saw Them Through” Nominee for Footwear Plus Green Award Corporate EVENT Magazine’s Corporate EVENT Awards Gold Award: Road Show/Multi-Venue Event

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