Founded in 2010 as a line of copper infused compression sleeves and apparel. From a single knee sleeve the company grow very quickly to 300 products via direct response TV advertising and ecommerce.
However, growth can sometimes lead to ‘over ambition’ which can lead to a dilution of focus in product offerings and brand positioning. A brand targeted at ‘everybody’ quickly losses relevancy for ‘anybody’ This combined with numerous management changes led to a total lack of brand focus.
Spark361 was hired to provide a clear brand strategy and positioning going forward supported by new direct response brand advertising.
The true judge of effective brand strategy is how simple and clear it is to communicate…how it provides direction for all the brands efforts.
The Brand Manifesto Video below captured the new strategy and provided the focused direction of the brief…
Using direct response advertising while building brand equity is a challenge many companies believe is impossible to achieve. That’s because direct response ads are designed to close a sale or a transaction immediately. It’s all about the offer. Branding, on the other hand, means investing money in building brand equity, establishing a brand’s value proposition in the minds of consumers.
We believe following one direction while ignoring the other will be disastrous in the long run. You can’t build revenue without a strong brand and you can’t build a strong brand without revenue. They need to be executed synergistically.
Research showed that objective was accomplished with the above advertising for their new knee compression sleeve and then for the introduction of the brands new compression socks.