Archive for oktober, 2007
Big brands as Adidas always have to move forward. One way of doing this is to move into new sports. Now they are moving into a multi million-dollar market that is growing fast: Fighting cloths to mixed martial arts. It is the most extreme fighting sport that is on the market (legally). There are sport cloths brands as Tapout and Affliction how is wild but are so popular that its now spreading to mainstream stores. At the same time are brands as Adidas getting into the sport. This is a strong acknowledgement for the sport. For Adidas it is a way of staying on top of the sport cloth market.
Mixed martial arts (MMA) is a combat sport in which a wide variety of fighting techniques are used, including striking and grappling. Wikipedia.org
In my opinion one of the driving force in MMA is our strong will to overcome fear. It is Television and different magazines are spreading MMA and the tribes of fans are getting big. Stars as Randy Couture is a good role model and is supported by Affliction. Sport events as UFC is a bit to wild for a lot of channels and audience, that why IFL fight night are delivered in a culture frame of American football. The main reason for doing so is to let IFL become a switch product from American football to MMA, just like Ipod made PC users go over to Apple.
I am following a new MMA clothes brand from the beginning; it is a lot of fun to do so. But when it comes to quality, these consumers in are extreme! Fighting consumers can even beat up strong brands as Adidas. But for Adidas this is a learning market and for them it can be as for the Punk culture, they colored there here and now it is a mainstream market that easily can grow into a billion-dollar market for them. An advice for Adidas:
Did meet an old friend Larry how I haven’t meet for a long time, did know that he did was dead serious with his sport training in martial art. So I asked Larry how it was going with the training. He said strait: “it is so strange Stefan, I have been training al my life so hard, to become the word champion. And now when I have deiced to lay off, I suddenly became the world champignon in Thai boxing.” It is sort of the same thing with advertising, now is the time to stop hunting consumers with advertising. In other words it can be good to: Step back to go forward (even if you are an super brand).
Did today read on Swedish Resume.se that Thai Air is giving reporters discount on air tickets (if they write about them). This is a classical example in how to kill a brand with overkill PR. Here is the purpose of PR:
Public relations (PR) Public Relations- a promotion intended to create goodwill for a person or institutions image. Wikipedia.org
We are not interested of having reporters writing about Thailand! We only reporters them to write about Thai Air… WOW is there really a brand called Thai Air without Thailand? I don’t think so. Compare this culture destroyers with another Asian airline: Singapore Airlines; they’re famous for friendly service and letting the traveler experience Singapore for hours before actually arriving (their brand is flying high).
Trust and security is big problems for a lot of airlines and then does Thai Air this anti-PR move, I can’t understand it. So here is my simple solution to the problem:
The best way to handle the situation is to buy a parachute for the branding-PR genius how came up with this overkill PR idea for Thai Air.
Yesterday I was at the opening of the exhibition ”Bollywood- Living gods of India at Öst Asitiska Museet in Stockholm.
The exhibition takes off in Indian films, and shows how contemporary India is connected to its past through stories and myths about love, gods and heroes. Starting out in Bollywood, the Indian film industry based in Mumbai (Bombay). Öst Asitiska Museet.
I really like Bollwood movies and it is interesting to see and here how the format is based on the way culture was told with storytelling (singing and dancing is a good langue).