Brand Communication Analysis
Trent Kahute Communication Planning : ID520B : Fall 2006 Instructor: Peter Laundy IIT Institute of Design
Brand Brand origins.................................................................................. 3 Brand meaning as it has changed over the years............. 5 Current brand differentiation................................................... 7 Current brand portfolio.............................................................. 9 Brand identity Brand names................................................................................... 12 Brand name visual treatment................................................... 12 Brand communications identity elements.......................... 15 Brand communications Communication assets................................................................ 17 Key brand communication decisions.................................... 20 Detailed analysis of a communication.................................. 22
the Dassler brothers began a legendary feud. Jesse Owens was wearing a pair of Dassler’s track shoes when he won gold for the USA at the 1936 Berlin Olympics. Adi’s uniquely designed shoes began to gain a worldwide reputation.
Adi Dassler Founder of ADIDAS
Rudolf Dassler Founder of PUMA
By 1925 the Dasslers were making leather shoes with nailed studs and track shoes with hand-forged spikes. Beginning with the 1928 Olympics in Amsterdam. during which Rudi Dassler had spent time in a POW camp.
. Rudi Dassler named his company Puma Aktiengesellscaft Rudolf Sport (Puma) while brother Adi incorporated as Adidas. Feuding Brothers After World War II.Brand Origins
A Family Business The roots of the Puma brand stretch back to the mid 1920’s when Adi and Rudolph Dassler spent years working together building lightweight athletic shoes registered under their family shoe enterprise Gebrüder Dassler. Originally thinking of calling his brand RUDA. causing Rudolph to leave the company and found a rival company across town. This family rift would lead to cutthroat business feuds and sporting triumphs forging two mighty sporting brands recognized all over the world. in Herzogenaurach Germany.
power. the brand would come to symbolize the solitary and secretive nature of Rudolf’s new venture as it moved forward. No longer working with his partner and brother.
The Puma logo is a symbol of the fierce rivalry between the two brothers.Brand Origins
The leaping puma also symbolizes combination of speed. and elegance often exhibited by professional athletes.
colorful. personal. trainers. masculine
Exuberant. football shoes World class athletes
New player in the field
The best in football Reason for being Value Proposition Differentiation
Outfitting the worlds best soccer players Best in class performance Innovative features (first removable stud)
Era 2 1960. experts. exclusive. elitist. track shoes. energetic
German professional soccer team
Charismatic champions (Pele & Joe Namath) Gold medal athletes (Jim Hines)
Range of authority Audience Relationship
Soccer boots Professional soccer players.1970
Going for the gold
Equipping the worlds best athletes Enhances your performance in style Celebrity athlete endorsements Clandestine advertising
Elite.Brand meaning as it has changed through the years
Era 1 1948 .
racing. street footwear People who play sports People around sports Familiar friend
. partnerships with famous designers Elegant. advanced. track athletes Diego Maradona.Present
Hip. apparel. branded experiences (concept stores & events) Co-developed celebrity lines. gear.1986
Beyond the playing field
Targeting the sports lifestyle Play in style and comfort Comfort & style Consistent brand message
Era 4 1986 . golf. cheap. individual. track athletes. lifestyle. and fashion Fits your active lifestyle Distinctive styles.Era 3 1970 . kids shoes. running) CEO Jochen Zeitz implements 5 part strategy Performance / Casual footwear. not relevant Classic. tennis. accessories Anyone who leads an active lifestyle (businessmen. international. spontaneous. or marathon runners) Hip friend who shows you a good time
Casual. active travelers. A old friend you lost touch with
Soccer players at all levels Champion athletes (Martina Navratilova)
Clothing. co branding. fresh. laidback. Boris Becker Discount bins Running shoes. cool. minimal. soccer. music. metropolitan. apparel. colorful. gear Young athletes. tennis. and leading the way
Mixing the influences of sports. low quality. edgy Multiple sports lifestyle segments (yoga. urban. Cross trainers. soccer athletes. dated Professional soccer. baseball.1997 Trying to keep pace
Business survival High performance with personalized fit Innovative footwear systems (closure & cushioning)
Era 5 1997 . cool.
fresh. spontaneous. Adidas has focused their brand communications in three different areas: “sport performance” . co-branding and partnerships with celebrities and famous designers. Wanders) . and fashion
Fits your active lifestyle . fashion. and co branding with design savvy companies. Dolce Gabbana) Fringe / extreme sports Music artists & movie stars Performance & casual footwear Apparel & accessories Anyone who leads an active lifestyle Hip friend who shows you a good time
Adidas’s mission is to improve every athlete’s performance through innovation. . and sport. Puma also engages customers through their Mongolian barbeque concept that enables customers to design and build their own footwear from scratch.
Reason for Being Value Proposition Reasons to Believe
Mixing the influences of sports. Over the years Nike has partnered with the world’s greatest athletes to build their brand recognition and reach. individual. To extend their brand Puma has created concept retail stores that enable people to experience the brand in engaging and compelling ways. colorful. fiercely competing to improve performance through technological innovation.Distinctive trend setting styles . Puma has elevated their brand image so that it now competes with fashion brands as well as their traditional rivals in the sporting footwear industry. but the tone is unmistakingly tied back to the overall brand through the overarching brand personality and identity. event sponsorships.
Range of Authority Audience Relationship
. Adidas has recently co developed product lines with famous designers and has focused on the timeless and classic nature of their brand.Promotional events (beats & treats) Elegant. online customization services. and music. Nike communicates to a wide variety of sporting and lifestyle segments while retaining its focus on high performance athletes.Co branding partnerships (Ferrari. The Puma brand communication strategy is flexible across multiple categories. market segments within each unit. masterfully demonstrating the power of image marketing. “sport heritage” and “sport style” Brand communications are tailored to the specific . The Nike brand differentiates itself from Puma by focusing on “performance driven style” whereas Puma communicates “lifestyle . Nike has extended their brand through concept retail stores. international Fashion brands (Gucci. Adidas spends the majority of its effort communicating to the sport performance segment. Armani.Mass customization (mongolian bbq) .Current Brand Differentiation
In recent years. Leveraging its cutting edge innovations in footwear. To compete with the value propositions of their traditional competitors. Further differentiating the brand from traditional rivals.
Nike has developed a brand that has global reach striving to bring inspiration and innovation to every athlete in the world. The overall Adidas brand communicates the company’s goal of fusing sport performance and style competing very closely with Nike’s value proposition. yet communicates innovation for an “active lifestyle” Puma . lifestyle. style. Through fresh design.Co-developed celebrity lines (Turlington / Nuala) . Puma frequently hosts promotional events that are based around “active lifestyle” themes based on dining. entertainment.Branded retail experiences (concept stores) . communicates with each category in a unique manner. Like Puma. the Puma brand has become synonymous with fashion.Partnerships with famous designers (Starck. In response to the “sports lifestyle” trend being led by Puma. “sports performance” front. metropolitan. driven style” The Nike brand goes head to head with the Adidas brand on the .
retro cool Athletes at the top of their respective sport (Micheal Jordan. hi tech. airmax. sophisticated. NBA stars Hip hop artists (Run DMC) Mainstream sports High performance footwear Performance & casual apparel Anyone who plays sports Respected coach
All athletes . equipment in multiple categories
Perform at the highest level . practical. Tiger Woods.Digital / Physical Expereriences (Co branding with IPOD) .Mass customization (NIKE ID) . influential.Co developed celebrity lines (Stella McCartney) . soccer teams. apparel. orderly. tradition and heritage .Full line of performance / lifestyle accessories . olympics) Athletic. Lance Armstrong) Unfair labor practices Footwear. classic.Footwear technology innovations .Branded retail experiences (Niketown) .Social responsibility (Livestrong. outgoing.Footwear technology platforms (shox. zoom air) .Mass Customization (Adicolor)
Clear.anyone with a body Fellow athlete
. aggressive.Current Brand Differentiation
Improving every athlete’s performance through innovation
To bring inspiration and innovation to every athlete in the world Just do it .Event sponsorships (marathons. sincere Elite Soccer players. hi tech.Cutting edge performance / lifestyle apparel . air.Automatic customization (Adidas 1) . fresh.Classic styles. futuristic. United Nations programs) .
Reebok and Sketchers. Prada) as well as their traditional rivals in the sporting footwear industry. Puma is as much a fashion statement as it is an athletic brand.Brand Portfolio Overview
The primary focus within the sport category is on football where Puma has leveraged its heritage in providing performance footwear for world class soccer athletes. Puma has also attracted new customers. Within irony-rich. through their designer sub brands which provide offerings outside the scope of the core Puma brand.Sport Lifestyle
• Classic • Lifestyle
Partnering with famous international fashion designers.
Through fresh design. co-branding and partnerships with celebrities and famous designers.Nostalgia • Urban Modern • Urban Street • Contemporary Fashion
Puma is doing exceedingly well in the world of sport lifestyle where it is widely considered a leading brand that enjoys a comfortable old-school legitimacy. Puma also claims a “lifestyle” niche and has branched off into fringe sports such as motorsports and BMX racing. Puma has leveraged the “brand name” of the designer to help to build an identity around the offering.Sport
• Football* • Running* • Cricket* • Baseball* • Motorsports • Women (BMX) • Golf
• Womens Active • Urban Travel • Premium Luxury • Retro . Puma has elevated their brand image so that it now competes with fashion brands (Gucci. tech savvy urban hipster circles. But it is in the nonconformist environment of extreme sports that Puma has more street credibility than many of its competitors such as heavy-hitting brands like Nike. and artists has catalyzed Puma’s recent rise within the lifestyle fashion industry. DKNY. Dolce & Gabanna. architects.
Masterbrand . Heritage
Speed Cat & Numostro
The Puma sport brand category targets both mainstream sports (football golf. Motorsports).
Cooper Mini Motion
Women / BMX
Feminine. urban. dynamic
. and Cooper Mini to co-brand new and existing products.
“Lifestyle” . Puma is currently using different brand identities to differentiate their offerings and the messaging from that of the core brand. Mechanical. F1 Racing. and accessories that are trend setting.Sport
The “classic” category exploits the sporting heritage appeal of the Puma brand by offering products that combine timeless classics with the latest style.Brand Portfolio
Masterbrand . Distinctive. strength. and baseball) as well as extreme sports (BMX.Sport Lifestyle
Casual. Puma has partnered with Ferrari. Roma. apparel. Whimsical
Technical. and ultra hip. The “lifestyle” brand category is made up of a wide variety of footwear. To build associations with other design savvy brands.
travel and exercise schedule. and provocative styling. and recently has drawn inspiration from the prestige of timeless sports like polo. Not interested in churning out mass produced high street numbers. The Rudolf Dassler Collection recalls the innocence and timelessness of sport through its clean.
The Puma store shows the brand and what Puma’s all about.
The Starck shoe collection is not based on design. It means more technology.
Fashion designer Neil Barrett has created a a collection with global jetsetter in mind. It is an elegant yet concise fashion collection to complement a woman’s busy work. and accessories for both men and women that break through the boundaries that have been set up through the course of fashion history. It extends the brand by giving people the opportunity to build their own shoes and ultimately have more control over the finished product by being truly involved in the creative process. not on showing off. but less styling. and boxing shoes of the late 1940’s and 1950’s. the concept store is a communication and marketing tool. Puma extends their brand by partnering with Biomega to design a bike that addresses the needs of the urban commuter.
The Mihara Yasuhiro limited edition collection consists of apparel. not on more and more and more features. Located in prime locations in metropolitan areas. simple.
The Mongolian Shoe BBQ. The Puma Biomega Street Bike is the Scandinavian take on US-style bad boy culture.
. The sub brand represents PUMA’s commitment to create a superior mix of sport and lifestyle products. The collection is rooted in the heritage of soccer. as well as a sales tool. Distinctive architectural design leverages a striking uses of puma’s familiar jumping cat logo. This is the secret of the Starck Puma Line. shoes. but on showing less and less and less. tennis. He designs with the intent of changing our perception and stereotype. more intelligence.
Platinum is a luxury shoe line that focuses on craftsmenship and pulls influences from Pumas’s sport heritage. is a natural evolution of the customization trend. The collection conveys a modular concept approach that accomodates the on-the-go lifestyle of today’s style conscious adventurers.Brand Portfolio
Sub-Brands Brand Expansion / Adding New Dimensions
Nuala is the product of an organic partnership reflecting Christy Turlington’s passion for the ancient discipline of Yoga. and auto racing. running. yachting.
The name is also short. The lower case lettering indicates the human and organic nature of the brand and the rounded sans serif font references the “circle of life” Unlike other .
The Puma symbol is one the few logos that can be used with or without an accompanying name. The name is defined as “meditation in motion” and it stands for intuition. internationalism. attributes often associated with athletes. intelligence. Overall. spontaneity. “Urban” addresses the casual modern style that fits into your daily routine whether its work or pleasure. The “military” type font suggest the urgency and pace at which this brand is meant to be experienced. easy to pronounce.Altruistic . Instead of 96 hours.
The 96 hours graphic symbol is clear. individualism. and sporting heritage. The brand name alludes to the attributes of the puma animal: the combination of speed. elegance . and forward looking. and memorable. meetings and cocktail bars.Universal . The iconic leaping cat tells us that the brand is active.Brand Names
The Puma brand name stands for distinctiveness. the name misses the mark because there is a disconnect on the number of hours a quick trip might take for the average active traveler. “Intuition” speaks to trusting your own instincts and your ability to connect with your inner self. The logo is visually appealing in black-and-white as they are in color. they should have tried 24. “Innovative” speaks to the concept of providing a small selection of pieces that provide everything an intrepid adventurer/ traveller would need to keep togged up for four days. power. aggressive. 36.
Innovative. The logo has been used for over thirty years and has now has gained global recognition.
The elegant geometric simplicity of the nuala symbol clearly references the principles and ideals of yoga and holistic living. Internationalism speaks to global reach and appeal of the Puma brand. designer collections. the nuala mark does not reference Puma nor the creator and sponsor. The font suggests a brand that is rugged. model Christy Turlington. “Intelligence” speaks to providing smart footwear and apparel solutions that combine style with performance. tough. “Distinctiveness” and “individuality” allude to the brand focus on cutting edge design and fashion trends while retaining a non conformist attitude. The leaping monotone cat is also a highly identifiable trademark of old-school seniority. and prepares you for your mission: adventorous travel at all cost. The organic and curvacous styling of the leaping cat suggest the visual styles that Puma footwear delivers. or 48 hours to really help people easily connect to the core of the concept. “Versatile” speaks to the “on-the-go lifestyle” of today’s style conscious types who embark on impossibly glamorous blurs of airport lounges and boutique hotel lobbies. “Spontaneity” caters to the brand focus on the active lifestyle. The addition of Turlington’s name may help build brand awareness because the brand is trying to differentiate itself from Puma and other competition like Stella McCartney’s Adidas Line and Nike.
The name nuala is an acronym representing: Natural .
. straightforward and blunt. “Individuality” addresses the idea that lifestyle products should fit and adapt to the demanding needs of each woman. urban and versatile.Limitless Authentic. 96 Hours accomodates the on-the-go lifestyle of today’s style conscious travelers. It stands for “sporting heritage” because Puma still sells a variety of classic styles that have been around for over 25 years. and individuality. gyms and gallery openings. The all capital sans serif font helps the company create a commanding presence that sets an aggressive tone.
symbols. sub brands. From websites to ads and packaging. red. and easy to recognize.Master Brand Communication Identity Elements
Type Face and Text Placement
Clean & Modern Typography Puma consistently uses Helvetica font throughout their brand communication material.
Adhering to the grid Arranging layouts on a grid gives Puma’s communications a clean. and grey is consistently used across their brand communication to unify the different master brand categories. websites and advertisements. and modern look and feel. white. and text adhere to the grid to reinforce the modern design nature of the brand. letting the products “speak” for themselves. Their signature color is a saturated red which is bold. In addition clean. Helvetica font is used in both upper cases and lower cases. The use of their primary color palette can be found in all of Puma’s communication imagery supporting the integrate nature of the brand.
Refined Color Palette Puma’s primary color palette of black. apparel. simple. Puma uses the grid layout to organize the minimal copy in a clear and orderly manner shifting the focus to the different product offerings. Pictures and visual zones often have crisp corners that reinforce the look and feel of Puma’s products through their modernity and timelessness. The chosen typography works well for Puma’s brand image because it a timeless font that connects the classic heritage style and with trendy fashion forward styles. white backgrounds are consistently used across master brand websites. accessories) are offered in a vast array of colors and styles in which the overall brand identity could get easily lost.
. and co brands. Logo’s. Their spartan approach to color is especially helpful to consumers because Puma’s products (footwear. distinctive. There is also a minimal use of text in print material.
As the portfolio has expanded beyond footwear. The logo has been traditionally utilized as a footwear tag and as apparel and accessory marks.
Footwear & Apparel
Apparel & Accessories
Footwear & Accessories
Ambient Street Advertising
. Puma has found ways to introduce the super cat log into accessories and apparel. This logo is associated with the following two aspects of the Puma brand: retro classics and fashionable apparel.Master Brand Communication Identity Elements
Logo Identity & Placement
Master Logo Puma uses their master logo across all brands and across all categories as a central unifying mark. they continue to use the leaping cat logo on an increasing number of their brand touch points ranging from footwear to in store environments Typography Logo The Puma type based logo is primarily utilized in the master brand “sport lifestyle” category. Since then. “Leaping Cat” Logo The “leaping cap” has recently been used as a stand alone logo because the Puma logo has gained enough recognition over the years and it’s now instantly associated with the Puma brand. the mark has served as an instantly recognizable trademark symbol for the Puma brand. As Puma moves forward. “Super Cat” Logo The “Super Cat” logo was first designed in the early 1970’s as an evolution of the leaping puma that historically donned the sides of Puma’s footwear.
Puma consistently uses photo imagery to communicate the brand message. making the brand accessible to almost anyone involved with that particular sport. lifestyle. The imagery is clearly designed to appeal to active urban females as the target demographic. Interestingly enough. The imagery alludes to “active lifestyles” that are associated more with fashion (social events. and fashion. to both abstract and photo imagery of activities that young hip people participate in. Advertisements and web sites typically portray an athlete dynamically participating in a sporting activity wearing the Puma products. Master Brand . Puma had few athlete endorsements.Sport In the sport master brand categories. not in a group or team.
. the athlete is typically portrayed as participating in the activity alone. shopping) than sport. Unlike their competitors.Sport Lifestyle Puma’s master brand website and advertising campaign employ a variety of techniques to communicate the Puma’s brand integration of sport. Imagery ranges from up close product shots. The product itself becomes the backdrop to the dynamic gesture of the athlete. to fashion models wearing the product.Master Brand Communication Identity Elements
Master Brand .
Starck Starck utilizes the Puma’s master brand color palette with the addition of a saturated yellow as his signature color.Sub Brand & Co Brand Communication Identity Elements
Nuala Nuala is represented by a warm and sophisticated color palette. The use of typography is nonexistent.
Puma . Communications effectively the underground street culture origin of the Mihara brand. Instead. approachable and friendly feel. and bowling steet zombies. Although the images are taken in urban settings such as airports and office buildings. Starck has restrained from showing his face in this brands communications.Mihara is represented by a saturated and bold color palette. The brand utilizes sans serif font in lower cases adding a feeling an organic. Imagery in advertisements and websites portray exercising cyber punks. cool color palette and the bold text usage is minimal to non existent. the Nuala brand communications convey an intelligent approach to addressing the needs of a womens active lifestyle. Puma takes a traditional approach to communicating their brand message by using photo imagery that captures models using and displaying the product line. trailer trash partiers . the use of typography is nonexistent. fun. 96 Hours 96 Hours is represented by a muted. The result is whimsical. minimal aesthetic that focuses on a single primal character and his relation to the footwear. With this sub brand.
. Relying on the ability of the products to communicate the brand message. the brand purpose seems to unclear and inconsistent. he opted for a clean. In atypical fashion. Overall. Photo imagery depicts both the collection designer (Turlington) in up close shots and active women participating in activities like yoga and dance. Puma . forcing the products to speak for themselves.Mihara Puma . and approachable.
and new retail store openings help keep the Puma brand fresh in the minds of consumers. In 2006. PUMA is present everywhere . In 2006. in recent years.
Frequent product launches & a cornucopia of styles
New product launches. seasonal styling changes. as well as other unique brand driven consumer events. customer focused events. colors. and styles into products that resonate with customers. garnering great following by the young and trendy. Puma opened 20 new “Concept” stores and countless more PUMA stores and outlets. Puma communicates the cutting edge of fashion and active lifestyle trends through fresh footwear and apparel designs that combine material. However.Communication Assets
Puma Stores . The concept stores serve as the epicenter of the Puma brand. Interestingly enough. Puma retail has been used to introduce exclusive product launches. displaying the depth of the brand while creating even more opportunity for discovery. In addition. Retail continues to grow in importance as a showcase for the brand and as a way of getting more innovative products to the consumer. PUMA has remained in the forefront of style with its classic styles unleashing unlimited potential. PUMA has remained in a pinnacle position in the world of sports.
Cultural Connection and personal expression value
Dedicated to using the most advanced technology in creating products that realizes the fullest potential of its user. providing consumers with a more holistic experience by enabling interaction with their customers on different levels. Combining athletic sensibilities with fashion chic. Concept Stores host the Mongolian BBQ.
. Puma has bravely ventured into the realm of fashion and has proved equally successful. From the style capital of Paris to the streets of Tokyo. Puma’s diverse offering of products ultimately allow their customers to express their individuality through trend setting style and fashionable utility. where consumers can design their own personalized shoes.a must have item for the fashionable crowds.Providing Rich Customer Interactions
Puma’s retail experience is replacing the brand message as their primary promotional delivery vehicle.
which has managed to differentiate itself from more powerful rivals like Nike and Adidas. Puma has created a new market segment: sport lifestyle. To build brand awareness and recognition.Communication Assets
Leading Sports Lifestyle Creates Differentiation
Puma. This strategy enables the Puma master brand to focus on the core segments of sport and sport lifestyle without dilluting the brand message to its core audience. With such a recognizable brand as Puma.
. Puma’s marketing strategy seeks to establish the brand as an icon that extends its lead in the sport lifestyle market.
Wearing the Brand . 96 hours. has emerged as a hugely influential brand. trendy and lead an active lifestyle. The key to achieving this position is to maintain a culturally relevant message that connects with consumers despite a cluttered media environment. Now that competitors are playing in the sport lifestyle segment. but instead spend a considerable amount of time maintaining visibility and awareness.
Sub Brands Serving Premium Niches
All of Puma’s sub-brands (Nuala. apparel. its voice clarified and in the process. Puma now strives to be the most “desirable” sport lifestyle company in the world. Currently. the brand became inextricably linked with some of the world’s top performing athletes. and accessories. The brand’s message was refined. Platinum. they spend little time on generating awareness. playing a pivotal role in the illustrious history of sports. Puma has and continues to prominently display their logos on almost all of their footwear. Rudolf Dassler Collection) exist to serve different premium niche market segments. For many years.Inherent Brand Visibility
The name PUMA has been synonymous with the athletic spirit and sport lifestyle. the Puma brand is often associated with people who are fashionable. and in some of their most glorious moments. transforming from an alternative brand to a global icon with broader desirability.
but they still market themselves in a few ways that fits the “industrial economy” paradigm. Events include underground parties. Part of this strategy includes leveraging existing communication assets but also aggressively developing new ones. thus bringing free word of mouth advertising and building elusive “street cred” . It relies on its heritage in sport categories. Puma is clearly focused on customer acquisition than on customer retention. dj and dance competitions. They are a company that leverages an image marketing strategy that requires heavy investments in all aspects of brand communications ranging from new concept stores to print and media advertisements. By respecting the culture and voice of these groups.
. and gatherings of different “anti establishment” segments.Communication Assets
Creating the buzz with key influencers
Puma focuses on making sure “key influencers” are wearing the brand. it also builds its brand through heavy advertising. Puma lets the participants personify the essence of the Puma brand. but the sport lifestyle category seeks to broaden the size of the market to anyone who leads an “active lifestyle” While Puma .
Puma’s marketing efforts clearly fall in Kotler’s information economy category . He has single handedly changed the company and supercharged the brand by helping to attract and retain top creative talent and allowing them to radically experiment with the brand and its communication assets.
One of Puma’s greatest strengths is its CEO Jochen Zeitz who has devised and implemented a five stage strategy that focuses on innovation and design.
Deep pockets for communications
Puma products generate significant margins. the company is rapidly growing and they are constantly testing new ways to communicate their brand. This strategy makes sense because it needs to reach consumers who often respond to visual media and Puma is particularly adept at creating distinctive and memorable advertising. primarily through having what they call “brand zinger” events for their target audiences throughout the year. follows the information economy paradigm of building its brand through company behavior.
The design intent of the PUMA concept a place where the PUMA energy is evident.
. Puma has developed a strong design image through its stores in America and Europe and although there is a strong unifying style. Features that are often integrated into the retail environment design include signature internally illuminated ‘niche walls’. fashion shows. each store has its own characteristics defined by local culture and site constraints. and encourages casual shopping. display boxes and the large feature arch at the entry to the store. and dj hosted dance parties.Key Brand Communication Decisions
Puma Concept Retail Stores
PUMA has taken the sport-fashion concept a step further by creating a branded store environment that showcases its cutting edge designs and collaborative projects. In addition. the concept stores often host signature events such as Mongolian shoe bbq’s. promotes city style. folding ceiling and wall panels. PUMA Concept Stores utilize the jumping cat branding as its focal point for design direction and each of the fixtures in the store is inspired by sport and it is designed to be a place where all of PUMA’s sport-fashion brands can intersect and interact in a unique way. internally illuminated cantilevered shelving.
and designer collections they are beginning to reach new audiences through different communication channels. energy and perpetual motion of the event mirror the PUMA brand aesthetic.Key Brand Communication Decisions
Puma Fashion Shows
As Puma ventures into the fashion world with their “sport lifestyle” master brand. and models wearing the latest and hippest products from Puma. visual multimedia. Shows are typically media rich events that combine live dj’s. fashionable sub brands. and attracts “sport lifestyle” consumers from across the globe. These events attract a multitude of retail purchasers allowing Puma to expand into new market outlets.
. The vibrance. Puma now hosts seasonal fashion shows at sleek facilities at fashion hot spots around the world. These types of events help Puma differentiate themselves even further from their traditional competitors: Adidas and Nike.
engaging advertising savvy young adults who might be suspicious of broadcast advertising.Spring & Summer 2006
Usage of mixed media
Puma first introduced this campaign in 15 second television advertisements.
“Presentation” communication mode
These advertisements obviously fall into the Presentation mode and structured around the products themselves (features and attributes). animated animals such as monkeys. To communicate this concept. unique and different” . bees.
Ad Agency: Zenith Optimedia International/GBH
“New Stuff” Print Advertisements . bats.
Attracting new customers
A core objective of the campaign was to increase sales. The campaign was visually fresh and clean with crisp photography that drew attention to the products. increase the mainstream audience’s knowledge of Puma ranges and project the brand’s core values as being different.Winter 2005/06
Targeting a youthful audience
PUMA decided to communicate their brand image through a product-focused campaign that conveys cutting edge style to a 16-34 year old audience. and fish are depicted as playfully interacting with Puma products in an engaging and fresh manner. New products needed to be showcased to the mainstream audience in a creative and unique way that was “unexpected. print ads were run into the following two seasons highlighting new Puma products.
Style focused messages
Puma introduced the award winning “New Stuff” campaign as a way to showcase their design leadership. The print advertising that followed reflects the focused simplicity and whimsical nature of the TV spots.
“New Stuff” TV Advertisements .
Building momentum from the holiday season
TV spots were run in November and they drew inspiration from Aesop’s fables by depicting two typical adversaries gifting each other Puma presents.Detailed Analysis of a Communication
“New Stuff” advertising campaign
The communications I chose to analyze are the “New Stuff” ads on TV and in print featuring animals interacting with Puma products in adoring and distinctive ways. New stuff print executions highlighted the freshest new Puma styles and the commitment that Puma has to providing customers with innovative sport lifestyle products. mice. Based upon the success of the TV ads.
. Elements of the ad migrated into surrounding media environments.
Communication Planning : ID520B : Fall 2006 Instructor: Peter Laundy IIT Institute of Design