My experience with Brooks running shoes started a few years ago in a specialty shop, Runners Roost in downtown Colorado Springs (locally owned since 1977). I tested shoes from classics like Saucony and New Balance, the gorilla Nike, and newcomers On and Altra. Brooks fit and felt the best, so I left with a pair of their neutral, lightweight Ghost 7s for $120.
Years later, I’ve since run through several pairs. Years from now, I’ll almost certainly still be running in Brooks. I rarely pay full retail for products with such fast product cycles; you can always pick up a version one or two models back at a serious discount. And yet I’ve bought two Ghosts at full retail.
Here in this post, hear a customer service story about what Brooks did to make their brand stronger in the place it matters most – a customer’s heart and mind.
The essence of the opening quote and of the book is brand conservancy. Protection. Vigilance. Curation.
Many branding books have been written on how to build a brand. Now we’ve got a clear and concise guide to nurturing and protecting our most valuable asset from the lack of discipline and understanding that devalue, if not destroy, our brand.
The book title itself is a quote. “I immediately recognized how it embodies everything I believe about branding,” Kurt writes in the opening chapter about the expression he heard an account manager use with a client.
And with that … two dozen quotes about brand conservancy from You Can’t Ride Two Horses with One Ass.
Most of us watched the 2013 Super Bowl in which the Baltimore Ravens completely blew out the San Francisco 49ers … until the lights went out at the Superdome in New Orleans. When play resumed, the 49ers scored 17 straight points to make it a competitive game before falling short in the end. The Ravens weren’t the only winners, though.
“The Half-Decent Tweet That Dazzled A Nation”
What stirred up loads of excitement during the blackout was a pic tweeted from Oreo. As is the case with most live, televised events these days, social media provided additional layer of fun and interest. And a few brands, including Nabisco’s Oreo, were on top of the situation.
Wishing I’d used KeepVid a week ago, I searched for it elsewhere online.
I didn’t find the Live It Up video, but I did learn that Colorado Springs is “the natural fit” for my family vacation, sporting event, or business conference!
Give a look to this video posted to YouTube in January 2011 by VisitCOS (the same folks who brought you (then took away) Live It Up):
Well, OK! Nature moves to the fore and extends into lifestyle.
Let’s give a quick evaluation, primarily in terms relative to the Live It Up video you can no longer see.
A few positives:
shows off the natural beauty better than Live It Up
includes aerial shots and jib shots that immediately provide more production value than Live It Up
includes active shots that make the place feel far more alive than Live It Up
hits several major local institutions and phenomena missed by Live It Up (Pikes Peak, Garden of the Gods, Red Rock Open Space, Paint Mines Interpretive Park, USOC, AFA, Broadmoor, Hill Climb, Balloon Classic, Fine Arts Center, Colorado Springs Pioneers Museum, etc.)
gives Colorado Springs a one-of-a-kind feeling by definition
touches on regional history and connects it to present
A few negatives:
the music and voice are a bit too slow (don’t convey enough energy)
tries to do too much, selling to families, sporting events, business conventions (should be three separate 1:20 videos)
frequent discrepancies between the words being said and the video being shown (need to SWAP – sync words and pictures)
awkwardly abrupt ending (especially in comparison to the long :30 fade out on Live It Up)
The Bottom Line
As a slogan, The Natural Fit isn’t any more the answer than Live It Up; either would work fine and neither would work distinctively.
As a video, The Natural Fit feels more alive, rugged, vibrant, and exceptional than Live It Up. It does a much better job of showing that living means doing – rather than simply saying it repeatedly and in different ways.
Live It Up would certainly have benefited from extensive re-use of shots seen in The Natural Fit. Related: The Natural Fit could benefit from the skate park shots from Live It Up.
Both videos would convey more life and energy through quicker, more contemporary music, snappier sound from the voiceover artist and other speakers, and a higher cadence overall.