What is a brand? Let me illustrate with a brand I'm partial to — New Balance. I used to think of New Balance as the maker of all-white, extra wide “dad” shoes. Now, as the proud owner of a dozen different pairs, I think of New Balance as a trendy, modern shoe that goes with my jeans and shorts. I can wear them out to dinner or to walk five miles. I can wear them anywhere!
New Balance fits my dad lifestyle. I feel that lifestyle when I check out their mobile app, open an email, see their sponsored posts on Instagram, or when I walk into the New Balance store and try on a new pair of shoes.
New Balance understands me well enough to offer suggestions for shoes I don’t even know I need – at a time when I’m not necessarily looking for new shoes – and I still want them!
The creative and marketing team at New Balance laced together an incredible string of technologies and workflows in order to create my omnichannel experience. They have shaped my impression of New Balance through a series of purposeful, memorable moments. Simply put, New Balance has mastered brand asset management.