Post on 09-Mar-2016
description
EVERY SELF-RESPECTING MAN WILL HAVE A PAIR OF RED WINGS IN HIS CLOSET
RED WING MISSION
RED WING lifestyle Branding & marketing consultancy
The Brief: evaluate the Red Wing Lifestyle brand and advise on brand direction & marketing spend in EMEA.
PEOPLE HAVE PERSONAL PASSION ABOUT THE BRAND’S DIRECTION, BUT THE WORLD
RED WING LIVES IN HAS CHANGED
PARTNER INSIGHTS
In answering the brief, we rallied around one thing: Red Wing’s heritage is a rich source of stories and an opportunity for the brand to connect with the emerging
consumer while continuing to deepen the relationship with the core consumer…
responsibly
We interviewed the Red Wing lifestyle team and its retail partners.
.BRAND BELIEFS.
⥤ CREATE A SOCIETY OF EVANGELISTS PEOPLE CARE ABOUT YOU & WHAT YOU DO. SPARK THEIR INTREPRETATION.
⥤ MINE AGAIN DIG AFRESH, EULOGISE ABOUT YOUR HISTORY.
⥤ EXPERIENCE CREATORS THE PAST, CURRENT & FUTURE ARE CREATED BY SELF-RESPECTING MEN.
⥤ HERITAGE HAS TO BE MADE RED WING IS WORN & WEATHERED. PROVE YOUR AUTHENTICITY. THE LEGACY LIVES.
⥤ BUILD BRIDGES SPAN THE DIVIDE & ENABLE TWO-WAY COMMUNICATION.
BELIEFS THE BRAND WOULD GUARD WITH THEIR LIVES
We built a set of brand beliefs to spark creativity within everything Red Wing
would go on to do from sales training, to retail marketing and online.
TO HONOR EVERY WORKING MAN’S
ACHIEVEMENTS AND AMBITIONS
And came up with a vision that could overarch sales, retail and marketing
DEFINING HOW THE PARTS FIT TOGETHER AMPLIFY THE BRAND DIRECTION AND ENHANCE
CONSUMER CONNECTIVITY
MARKETING PLAN
What followed was an internal document to create the shift to consumer
connections, propose the online foundation to amplify brand stories at the
EMEA and local level, and connect with consumers online