August 14, 2007
Pony Brand Name Rides Again
I've said it before and I'll say it again: sometimes you just can't keep a good brand name down.
One well-loved brand that is coming back from oblivion is Pony Sneakers, which once were worn by Pele, Muhammad Ali and Dan Marino.
This is a brand name that will give anyone who was in high school in the 80s a serious flashback... and it seems that 80s brand names are experiencing a resurgence in general: just look at Camp Beverly Hills, Le Tigre and La Coste... not to mention Jaeger.
In an article posted on George Torok's marketing blog, Kevin Keller states that Pony's problem is that it is trapped in limbo between a fashion brand and a sports brand. On the one hand they want big time athletes to wear their sports shoes, on the other they (briefly) hired porn star Jenna Jameson to represent the name.
I think that there is a good chance that the Pony brand could make it, not least because it has a high degree of recognition among a pretty large target market.
But I think it's a bad idea to offend parents with your advertising, especially when they are the ones who will be buying shoes for school.
Call me crazy, but I really think the only industry that should be using porn stars as brand ambassadors is the adult entertainment industry.
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