July 25, 2007
Saucony Name Branding Getting Corny Without Cheerleaders
Saucony has me stumped. The '80s shoe brand name has a new parent company, Payless Shoe Source, and is stepping out with a new brand identity, including a new brand name and refined logo: the brand name is now lowercase and neater looking. By the way, lower-case logos, either brand or company, appear to be a trend these days - think nielsen, at&t, unum.
OK. So far, so good.
They have kept their "Loyal to the Sport" slogan. Which is fine except for the fact that lots of their sneakers look like they are made for relatively sedentary non-runners. Who is Saucony being loyal to? Skateboarders, walkers or runners? Competitive rap artists? Which one is THE sport?
Ok, never mind. Let's move on. The real head scratcher is that Saucony is introducing a new brand "manifesto" on boxes and hangtags: "A good day is when we get to run. A great day is when we inspire someone else to run."
I'm just not getting this. It sounds like a weird take on Nike's "Just Do It" slogan, but in this case it's "Just Get Someone Else to Do It." It's right up there with that old riff on the Soloflex "No Pain, No Gain" campaign, which was transmogrified by some wags to "No Pain, No Pain."
Nobody seems to know where a slogan stops and where a "manifesto" begins, by the way.
Additionally, Saucony will use the line "No Cheerleaders Required" to promote their cross country shoes.
Well, yeah, that's right, guys. Cross-country runners don't get cheerleaders. They have never been required. Am I missing something? Are there squadrons of teenage girls out there somewhere waving pom-poms at long distance runners?
The whole point of this new campaign is to make the brand name more streamlined and congruent. This has not been achieved, people. You have an ad line, a tagline and a manifesto and not much of it makes sense.
Plus, and I hate to say it, but nobody can pronounce your company name. Is it "sock-on-ye," or "sew-cone-ee"? Surely, it's not "so corny"?
That's not very inspiring.
Posted by William Lozito at July 25, 2007 9:35 AM
Posted to Apparel | Brand Naming | Branding | Company Naming | Health and Beauty | Marketing | Naming | Product Naming | Retail | Slogans | Sports and Recreation | Taglines
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