Amer Alshafie

ICP: Symbolism in Branding

Outline

Company you are rebranding: Adidas

Why you chose this company: Because their products inspire me .

I. Introduction:
a. Hook – Adidas is brand that has been around for over 70 years and has become a household
name in the world of sports and fashion.
b. Background – Adidas was founded by Adolf Dassler in 1949 and quickly became a success in the
sport industry, thanks to its innovative design and use of high- quality materials.
c. Thesis - Overall, Adidas has built a successful brand through a combination of innovation,
quality, and emotional connection with consumers.

II. Body 1:
a. Reason 1: Changing the style of the logo to attract people
b. Supporting information (Pathos) – felling – emotional
- Emotional connection to the brand through sports and athleticism.
- the style of the logo need more work and make it more clear.

III. Body 2:
a. Reason 2: how to make the logo related to the industry?
b. Supporting information (Logos)
- Adidas should be sporting goods industry, offering a wide range of products including
footwear, apparel, and accessories for athletes and fitness enthusiasts.

- The company must has a strong reputation for innovation, quality, and performance, and
should has been recognized with numerous awards and accolades.
c. Link:

IV. Body 3:
a. Reason 1: the logo and the color for each material or products
b. Supporting information (Ethos)
- The company should has committed to using only sustainable cotton by 2020 and should has
partnered with organizations such as better Cotton initiative to achieve this goal.
c. Link:
ICP: Symbolism in Branding
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V. Counterargument:
a. Introduce your counterargument: Adidas is one of the largest companies in the world. It is
natural for people to raise counterarguments against the company as follows:
b. Add your reasons below ↓
1. Logo and attract people
2. Explanation: some argue that the company couldn't do ensure emotional connection to the
brand
- I will improve the brand is relate and connect emotional to the people.
3. Logo and industry
a. Explanation: some consumers may argue that adidas logo is not compared to the sports
industry
- I will change that argue to positive , which means I’ll make the prices reasonable to
everyone.
4. Design
b. Explanation: The company’s focus on style and fashion may come at the expense of
performance and functionality.
- I will change the style To be of more interest to athletes and those interested in sports.

VI. Refutation: Refute each counterargument (use logos/ethos at least one source of support )
a. Introduce your refutation:
b. Some people don’t agree with my improvement to the logo because they think the original
logo is convincing enough.(Ethos)
c. Some consumers may not argue that my new adidas logo doesn’t connection to their emotional
not like the original logo.(pathos)
d. Most people don’t like the design of adidas logo.(logos)
e. Link:

VII. Conclusion: Restate your arguments and give a strong call to action

In the end, I would like to increase sales for Adidas and work on improving the products and improving
the brand.

* Vocab words you will include from the ICLs

1. improve

2. connection

3. reputation
ICP: Symbolism in Branding
Outline