Category: business of running
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Few brands are so solidly identified with trail running as Salomon. As you can see from the responses this holds true here, too. Not only do you see trail specific responses, you also see brand identification with its highest profile Athlete, Killian Jornet. Other responses are more mysterious. Florida? Just a reminder, if you…
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Few brands elicit responses such as the giant that is Nike. Whether the unabashed fan boy to the skeptical critic of seemingly unlimited marketing budgets, runners don’t hold back when it comes to this brand. Responses to Nike ran the spectrum from love to loathing. Remember the larger the word the more often that response…
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A couple of months ago, I posted links to a running shoe brad tag survey I created. I was inspired to do this after listening to a design podcast that discussed a huge survey done on brand tagging in general that later spawned a website that allows you to participate yourself: http://www.brandtags.com. Here is the word…
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To begin his book Outliers: The Story of Success, Malcom Gladwell wrote of the mystery of Roseto, a small Italian town to the south of Rome. In the late 1890s, a small group Rosetans immigrated to the US and settled in Bangor, Pennsylvania. Over the next few decades hundreds more Rosetans moved to Bangor leaving…
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I’ve recently replaced my Brooks shoes with Mizuno shoes for road running. I still use Salomon Sense Mantra on the trails but am interested in trying other brands for longer trail runs (the new Mizuno trail shoe, the Wave Hayate, intrigues me—anyone tried it yet?). I’m kind of strange. When I choose a brand for…
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A few weeks ago, I wrote a piece on how brands with ambassador programs could do better. Find that here. To make things fair, and to give the brand side of the story, I’ve put together 5 tips for those who might aspire to become brand ambassadors in the future. 1) Actually use…
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Working on the story of how my unsuccessful search for a Mizuno shoe executive’s email led to a neat (yes, I said neat) discovery of the process behind their latest promotional/inspirational campaign.
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The number of endurance sport brands that have established Ambassador programs has increased exponentially in just the last few years. Mostly on Facebook and to a lesser extent on Twitter, these brands are asking for their most loyal customers to apply to be ambassadors to carry their banner to the masses. They seek loyalists who…
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This past weekend Competitor Group, the outfit that puts on the Rock ‘n Roll race series, announced the end of most of their support for elite racers. While they will continue their relationship with the Tom Hanks and Julia Roberts of marathoners (Ryan Hall and Kara Goucher), Competitor group is ending appearance fees and travel…
This Running Life 