Brand Strategy
Brand Research Consumer Product: Keds
Contents
• Brand History • Brand Position • Brand Timeline • Competitive Analysis • Audience Profiles • Brand Grids • Mood Boards
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Brand History
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ANTHONY BORRIELLO GR 604 OL1: THE NATURE OF IDENTITY
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Keds
The original sneaker
History:
Future Possibilities:
Charles Goodyear discovered the process of vulcanization in 1839, making rubber more lasting and resistant. This revolutionized the way rubber goods were being produced. In 1892, the U.S. Rubber Company was born out of a merger of different rubber manufacturers in Connecticut. The company extended its production range to include rubbersoled shoes to be released under different brands. In 1916, U.S. Rubber decided to produce their shoes under one brand, Keds.
We look to a thriving bicycle culture in Amsterdam and begin to mimic this in our everyday lives. This way of life catches on in the US and bicycles become insanely popular in urban and suburban areas. Everyone owns one and bike sales rise. There is one major difference between the United States and Amsterdam however. Consumers in the US want more from their bike. They want colors, styles and options. They want the opportunity to make their bike original... A unique expression of themselves. Keds new brand will deliver just that.
Keds is an American shoe manufacturer with its headquarters in Lexington Massachusetts founded in 1916. They make canvas shoes with rubber soles. Their shoe design is considered to be minimalistic nowadays, but at the time of their original creation they were revolutionary. The original shoe design, the Champion, was the first mass-marketed canvas top “sneaker� with a rubber sole. As time went on and Keds popularity increased they were endorsed by sports stars and music icons alike. By the late 70 Keds had a near cult following.
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Brand Position
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ANTHONY BORRIELLO GR 604 OL1: THE NATURE OF IDENTITY
Brand Soul
be an ORIGINAL
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Brand Mission Statement
Keywords
Keds defines original style. Our products show the world that you are unique and your style is strictly your own, and that’s exactly how we like it.
Original Colorful Edgy Contemporary Unique
Repositioning Statement The soul of Keds is centered around an emotional core of individualism, uniqueness, and originality. Keds provides consumers with an emotional experience by giving them the chance to express themselves through their own unique personal style. They previously offered a few types of shoes but in many different styles to inspire individualism in their customers. The core of the new mission will be the same, to inspire individuals to “be an original” an show their uniqueness to the world. However they will now offer custom bicycles, parts and accessories as original and unique as their customers. Like shoes, a bike is a very personal item, and when it can be customized and made completely unique that becomes a form of an individual’s expression. Keds want their customers to “be an original” and express their uniqueness and individualism with a new Keds bicycle.
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Brand Timeline
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United States Rubber Company created shoes during its reign as the largest rubber manufacturer in America. The group was formed after nine companies based in Naugatuck, Connecticut, decided to merge.
Keds Triumph shoe was introduced.
PRO-Keds were es a need for sports f professional basket
1892 1926 194 1916 1938 The name Keds was chosen. The company initially planned to call the shoes Peds, after the Latin word for foot, but another firm held the trademark. So Keds and Veds were proposed as alternatives; Keds won out because it had a stronger sound.
Keds released “Kedettes�, a line of washable high-heeled shoes for women.
stablished to answer footwear, specifically tball shoes.
Stride Rite Corporation purchased Keds and Sperry Top-Sider from Uniroyal $18 million.
Keds launched the “Ladies First Since 1916” campaign in July 2015, which focuses on female empowerment.
49 1979 2015 1969 1991 The 69er model was released and the brand became a fashion force. Considered the very first must-have sneaker, demand for the 69er in Harlem and The Bronx was so overwhelming that they became known as ‘Uptowns’ almost two decades before Nike’s Air Force 1.
Demi Moore voiced a television campaign for Keds.
Competitive Analysis
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Direct Competitors
Converse
Toms
The most closely related competitor. They have lots of history and have gained tremendous popularity over the years. The brand is largely built on lifestyle appeal and offers apparel and other products in addition to shoes. Men’s and women’s products are offered under the same brand. They are still very popular today where Keds have fallen far behind.
A much newer company that has grow quickly in popularity. Toms started as a casual shoe brand well know for their “One for One” business model where they donate one pair of shoes for each completed purchase. They have since branched out into many other endeavors including eye wear, coffee, apparel, and handbags. All of these products are offered with the same focus on corporate responsibility.
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K-Swiss
Pony
K-Swiss was in a similar situation to Keds not to long ago. In 2014 they rebranded building off of their strong tennis heritage and has had good success. In addition to their tennis roots they have made progress with the lifestyle side of their business, marketing apparel and other products to many other types of consumers. Recently they released sneakers for entrepreneurs created in partnership with Media mogul Gary Vaynerchuck.
Pony was created by industry veteran Roberto Muller, along with financing provided by Adidas Chairman Horst Dassler. Pony has become one of the top athletic brands worldwide. In recent years Pony was in need of a change, and rebuilt the identity as one of America’s most authentic sports brands. The company expanded its offerings to include sports clothing, and has more recently produced apparel dubbed as streetwear.
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Ancillary Competitors
Balenciaga Founded in 1917 the iconic French fashion house defined the concept of modernity and elegance through the mastery of techniques and the use of innovative fabrics. Their styles have become part of popular culture and consumers look to their products to express their own uniqueness.
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Stüssy
Levi’s
Stüssy is a clothing brand started in the early 1980s by Shawn Stussy. The company is one of many that benefited from the surfwear trend originating in Orange County, California, but it has largely been adopted by the streetwear and hip-hop scenes. The brand embraces and capitalizes on styles from many street sub-cultures. In a 1992 interview Stussy said: “Everybody calls it surf wear, or urban streetwear, or surf street. I don’t name it, and I don’t name it on purpose.”
Levi’s was founded in May 1853 when German immigrant Levi Strauss came to San Francisco from Germany. Blue jeans gained in popularity in the early 1900s and Levi’s was there to build there brand along with it. By late 1900s Levi’s jeans were wildly popular thanks to a wide range of subcultures wearing them to express their style. Levi’s continues to be a leader in the industry setting style trends and sending jeans all over the world.
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Future Competitors
Pure Cycles Get More People on Bikes! That’s the mission of this group from Los Angeles and that’s what they have been doing for the past six years. Offering a variety of bikes with customizable options they cater to everyone’s unique original style.
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Specialized
Civia
A company dedicated to cyclists, Specialized manufactures a wide array of bicycles. Although typically seen as less of a casual bicycle and more for serious riders their products could very well be translated to a more casual audience given the right circumstances. They have added apparel and accessories to their product line as their popularity has increased.
Civia believes there is richness in the space between, and that biking is a better way to see the city. Life is about more than getting from one place to the next. Riding is simply about enjoyment, whether it’s a casual loop around the neighborhood or riding to dinner with friends. They design beautiful, affordable bikes that help consumers to easily discover what’s just around the corner in comfort.
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Audience Profiles
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Successful City Cyclist
Matthew Age: 27 Marital Status: Single Income: 90k Children: 0 Job: Financial Analyst Location: New York, NY Matthew woks and lives in NYC and rides his bike everywhere everyday. He’s always dressed to impress and makes sure to accessorize. Matthew spares no expense when it comes to his “look” because it’s got to be on point. He is looking for a new unique bike to match his original style.
“I need a bike that is practical but also that has a certain flare and matches my style. I am looking for a product that I can customize to fit my unique personality.”
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Cool College Student
Carissa Age: 22 Marital Status: Single Income: 15k Children: 0 Job: Student Location: Austin, TX Carissa goes to school full time and works full time so she doesn’t have a lot of free moments right now. What she does have are many schedules that are important to keep. She is majoring in art, and hopes to become a teacher someday. She’s part of a small group of friends that gets together to often, although she often can’t make it. She likes funky cloths and shoes and to express her individuality though her appearance.
“It makes me feel good when I can express my style. I enjoy the feeling that it gives me, and enjoy meeting other people that are into the same things I’m into.” 25
Mom on the move
Melissa Age: 46 Marital Status: Married Income: 52k Children: 3 Job: Retail Shop Owner Location: San Diego, CA Melissa is a busy bee running her store and running her family. While the kids are at school she can head out solo on her bike which she loves. She has fantastic style and loves to be a trendsetter. All of her friends look to her for inspiration. She heard about Keds bikes and wants to get one to replace the one she been riding for years. She insists it must be pink and white, her favorite colors!
“Color is important to me, and I prefer to have many choices for the products I purchase.�
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Simple Dad
Tony Age: 51 Marital Status: Divorced Income: 61k Children: 2 Job: Carpenter Location: Chicago, IL Tony is a regular guy. He rides his bike everyday to and from work. He’s not fancy but he does have a few private possessions that distinguish him and he’s proud of that. It’s important for him to stand out, but just the right amount.
“ I like things to be a certain way. Not to flashy, but still a bit unique. I want them to be personal.”
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The Hipster
Wendell Wendell Age: 34 Marital Status: Married Income: 43k Children: 1 Job: Waiter Location: Brooklyn, NY Wendell’s style is very important to him. It is part of his identity as a person and it brings him great joy. He is sure to express his individualism whenever the opportunity presents itself. He heard about Keds bikes and is super excited to try it out. He’s in the market for a new bike and will be purchasing one very soon.
“I love when I leave work and can hop on my bike and just cruise home carefree. It’s such a beautiful thing.”
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The High Schooler
Rebecca Rebecca Age: 15 Marital Status: single Income: N/A Children: N/A Job: Student Location: Boston, MA All the kids ride their bikes to school nowadays. It’s so important to Rebecca to keep her style in tip top shape. She insists on expressing her individually and originality where ever she goes. Her new bike is another excellent chance for her to do just that.
“I’m not worried about fitting in with the crowd. I want to express myself and connect with others that feel the same way.”
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Brand Grids
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Old Brand Grid Ladies First, Timeless, Confidence
Keds
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New Brand Grid Original, Colorful, Contemporary, Edgy
KEDS
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Mood Boards
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Mood Board original
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Mood Board colorful
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Mood Board edgy
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