Huffy

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This is a presentation that my group created for class at Brainco. Art directors: Krista Kontovrakis, Jim Eagan. Copywriter: Matt Connell

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  • Good evening everyone, thanks for joining us. Tonight, we’re going to talk about something very important. Huffy, and it’s current identity crisis. We’ll talk about a quick history of Huffy, why that it’s relevant, who else is in the marketplace in competition, who the riders are, the brand itself, and what creative means we can provide to further Huffy in the marketplace, and as the powerful brand it once was.
  • First, let’s quick hit some points about Huffy. By looking at Huffy’s past, we can help identify what’s strongest, and what we can do to grow beyond it.
  • Huffy has sold over 100 million bikes, as of 2006

  • Huffy was seen as the revolutionary bike. This Huffy had a built in radio. Who needs an iPod, right?
  • Huffy was seen as the revolutionary bike. This Huffy had a built in radio. Who needs an iPod, right?
  • The dragster. The epitome of style that helped revolutionize cruising bikes of the future.
  • The dragster. The epitome of style that helped revolutionize cruising bikes of the future.
  • And then the Scout. An original multi-gear bike, that helped solidify Huffy as having a bike for everyone. And that’s part of what set Huffy apart from the rest. It’s ability to create change.
  • And then the Scout. An original multi-gear bike, that helped solidify Huffy as having a bike for everyone. And that’s part of what set Huffy apart from the rest. It’s ability to create change.
  • http://bmxmuseum.com/bikes/info/152/
  • Brunner PR press release
  • Currently, there’s a decent amount of other choices when it comes to getting from a to b recreation
  • Primary competition for Huffy would be similar brackets of bikes - kids, and lower cost. Mongoose, Schwinn, Magna, Roadmaster are all examples. Then there are other bikes, Cannondale, Raleigh, etc. Tertiary would be things like rollerblades, skateboards, running and other exercise equipment. But let’s focus on Bikes for a second. There are many bikes out there, but what does each represent, who are they as a brand?
  • Based on different archetypes, and looking at a brands reflection of belonging and independence versus change and stability, here we can see our identities. // go through them, ending with huffy //
    Huffy as the creator. Historically, it’s been about building bikes that are revolutionary - as we saw earlier - today, it’s about helping the rider create - experiences, adventures, self image, and really making it about what huffy can give, rather than be. But to who? Who are these riders?
  • Let’s take a look at who primarily is riding bikes
  • There are plenty of different generations of buyers. We’ve figured out who the best market is, and how to communicate past the barrier that they set forth. // break down each group // So after all that, the best people to start a conversation with are the millenials....
  • There are plenty of different generations of buyers. We’ve figured out who the best market is, and how to communicate past the barrier that they set forth. // break down each group // So after all that, the best people to start a conversation with are the millenials....
  • There are plenty of different generations of buyers. We’ve figured out who the best market is, and how to communicate past the barrier that they set forth. // break down each group // So after all that, the best people to start a conversation with are the millenials....
  • Millenials can be classified as anyone born between 1978 and 1995. I don’t know about you, but I remember 1995, and it doesn’t feel like it was that long ago. But these kids, these young millenials are the ones that we should be talking to. They’ve lived through things like 9/11, hurricane katrina, recession, the facebook revolution, and are indeed larger than the 75.6mm boomers.


  • Their values align with what Huffy represents. These kids are going through more change, technologically, socially, and even emotionally than any previous generation. By helping them look inward, they can express themselves better outward. That’s where we come in.


  • One important thing that we’ve found in all of our research, is that Huffy has an opportunity that it needs to seize. And that’s to rebrand itself.
  • Currently, we’ve got two different logos, with completely different feels. It’s time to realign with what works best for Huffy.






























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