There is an inherent element of risk associated with big insights, big creative ideas, big marketing plans and big brand turnarounds. It just might take a jolt, not a nudge, to get your brand moving forward again. In marketing, as in sports, there’s a big difference between playing to win versus playing not to lose. Mini, Vitamin Water, Dove, Life Is Good and Target have all played to win, and have become famous in their respective categories. To the brands that have played it safe and haven’t taken the kind of stand that stirs up a passionate following, we say, "no guts, no glory!"
See Principle 8 In Action
Speaking of guts and glory, the Hanes Stedman sportshirt brand was on its death bed, a thread away from being discontinued by major wholesalers. We needed to create demand for this brand quickly and decisively. Instead of focusing on the product we focused on the end user--working people in blue-collar professions. They have a great sense of pride in what they wear because it’s tied to their identity, a uniform of sorts. We positioned Hanes Stedman as The Uniform of Everyday Heroes, supported by an innovative sampling program, email teaser campaign, dramatic print advertising and outrageous PR stunts. The results were stunning, a +46% increase in volume during the first six months of the campaign. Suddenly, Hanes Stedman is back in the game.