Technology Brands Help Edge Out the Competition
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Addison Whitney has two new names and logos to add to its portfolio in the running world: StabilicoreTM, which is a technology brand for New Balance shoes, and Aceba, a Dry Lubricant used in Asics Chafe FreeTM products.
For those who think that Nike is supreme when it comes to athletic footwear, runners will tell you a different story. Runners are very loyal to brands that work, and Asics and New Balance have emerged as trusted names for those who hit the pavement every day.
A quick poll of AW’s running group, “Brand, Sweat and Tears”, revealed the following insights about running brands:
- “I am more loyal to technologies than I am to master brands”
- “I don’t care if it’s popular- I care if it has got the specifics that I need! (e.g. high-arch support)”
- “If I find a technology that works for me, I am more likely to buy other items from that brand (the shoes fit, why not buy the matching shorts and tank!)”
Celebrity Branding
The Olympics may be over, but the excitement is just beginning for the world of swimming. Thanks to world record-shattering performances in the pool, the Michael Phelps name is poised to become one of the most powerful brands in sports. Some say his equity is already strong enough to launch an entire company.
A big name can do a lot, giving personality and shape to an otherwise amorphous brand. Nike, who successfully partnered with Michael Jordan as both an endorser and eventually the namesake of the Air Jordan product line, has proven time and time again that brands can inherit the positive attributes of their spokespeople.