Brooks Running Branding Audit

Brooks Running is a brand founded in the United States, and it designs

high-performance men and women sports running equipment. They focus all their efforts on
creating and selling running shoes, and they are greatly profiting. Despite this, I believe they
need your guidance to give them further success. This brand, once manufacturing all types of
athletic wear, was on the brink of bankruptcy. However, they were quick to react,
successfully changing and marketing their product to appeal to their target consumers.
Nevertheless, they do not effectively use your branding techniques and could benefit from
practicing them. From beginning to use somatic markers to effectively creating rituals and
superstitions and having mirror neurons, they have the potential to become a world-renowned
brand.
Brooks Running uses an abundant amount of somatic markers for its marketing
strategy. Unlike other companies, most of the marketing money Brooks has focuses on
directly communicating to runners. Events and businesses that attract runners are the target
for sales reps. Rather than paying a fee to have their logo printed on a banner or racing shirt,
Brooks sends personnel to running events. For example, the brand has a connection with the
Rock &' Roll marathon series, which hosts 23 races each year. The sales reps go to these
events to talk to runners and promote their products. (Ryan). This creates a somatic marker
as runners who regularly participate in events begin to associate Brooks as an attentive
brand that focuses on the wellbeing of their customers.
Furthermore, somatic markers are boosted as Brooks ensures that they are very
much part of the running ecosystem. They have made progress in converting critical
influencers to the brand. Some include running coaches and sports medicine specialists who
hold sway over both novice and professional runners alike. These individuals review the
brand, praising and recommending it to anyone who asks. (Brooks Running Shoes).
Although Brooks has demonstrated the ability to use somatic markers in a
specific way, there are some areas in which they are lacking. The advertising technique
is very useful, and plays a role in influencing consumer judgment when buying
something (Genco). For example, a consumer buying shoes might see a Nike product
and immediately connect the brand to its lucrative business and worthwhile
merchandise. They will then be more inclined to buy the shoe, even if there are others of
the same quality. Brooks does not have the same exposure as Nike, however. One way
they could improve this is by sponsoring more top athletes such as Allyson Felix and
Marcell Jacobs. Nike is known for sponsoring many professional athletes such as
Christiano Ronaldo and Kevin Durant (SportyTell). These individuals are very
influential, and consumers recognize that if such athletes are promoted by the brand, it
must be a good one.
Another way Brooks might increase their somatic markers is by introducing a
model of shoes named after a famous running athlete. Jordans, owned by Nike, is an
example of a successful model designed by a multinational corporation. Whenever an
individual thinks of basketball shoes, they most likely think of Jordans. Brooks Running
could do this with a famous runner such as Usain Bolt. With his endorsement, the brand
"Bolt Running" could emerge.
 One thing Brooks Running lacks is utilizing the technique of rituals and
superstitions. As defined by your book, “Rituals and Superstitions are not defined as
entirely rational actions and the belief that one can somehow manipulate the future by
engaging in certain behaviors.” (Lindstrom). One brand that uses this technique
effectively is the distinguished rock climbing company, Black Diamond. They are the
brand all individuals go to, from beginner to advanced. The brand is glorified for
making the best climbing equipment, and if an individual does not buy from the brand,
they are not adequately equipped. By further expanding their platform, Brooks could
become the go-to running company for any kind of runner.
Brooks Running could also expand its influence by introducing mirror neurons.
The brand believes anyone who wants to run can. “Our goals are simple: everyone who wants
to run feels welcome to run, and everyone who runs has a place to do it.” (Brooks Running).
They say this, yet they do not manufacture children's running shoes. If there are
advertisements for children's shoes, amateur runners and families might wish to buy
from the brand as they will believe that they too can run. By introducing this section of
shoes, the brand will show its amiableness to amateur runners and families alike.
In addition, they could advertise more on social media. Brands such as Nike and
Puma post on apps like Instagram at least three times a week, whereas Brooks Running posts
every few times a month. Posting increases engagement, so by posting more, they get a
bigger audience and potentially more sales. To promote posting more, Brooks could launch a
workout/training hashtag campaign on their platform. This could motivate buyers to post
about their workouts while simultaneously advertising the brand. This campaign is an
effective way to apply mirror neurons. The hashtag would be filled with
consumer-created content, which could reach and inspire casual runners who want to
get fit that would otherwise be intimidated by professionals.
In conclusion, Brooks Running has potential. They are effectively marketing their
products and are greatly profiting. As their platform grows, they should be able to influence
more ordinary people such as amateur joggers and health enthusiasts begin to follow the
brand instead of solely pro runners. Despite this, they still need a generous amount of help
expanding somatic markers, controlling rituals and superstitions, and creating good
mirror neurons. With help, this brand could rise the ranks to become one of the best sporting
companies worldwide.
Bibliography
Brooks Running. www.brooksrunning.com/en_us.
"Brooks Running Shoes and Their Marketing Strategy." Train for a 5K, 11 june, 2021,
www.trainfora5k.com/brooks-running-shoes-their-marketing-strategy/. Accessed 5
Sept. 2021.
Genco, Steve. "Science under the Hood 2: Emotional 'Somatic Markers,' Processing
Fluency." Intuitive Consumer Blog, 22 Nov. 2015, intuitiveconsumer.com/blog/
science-under-the-hood-2-emotional-somatic-markers-processing-fluency/. Accessed
5 Sept. 2021.
Lindstrom, Martin. Buyology: Truth and Lies about Why We Buy. London, Random House
Business Books, 2008. Print.
Ryan. “Brooks: A Laser Focus on Running.” Technology and Operations Management, 5
Dec. 2015, digital.hbs.edu/platform-rctom/submission/
brooks-a-laser-focus-on-running/#. Accessed 5 Sept. 2021.
SportyTell Editors. "Top-10 Most Influential Nike-Sponsored Athletes. SportyTell, 22 march
2021, sportytell.com/sports/influential-nike-sponsored-athletes/. Accessed 18 Sept.
2021.