I like learning about Generation X and I like learning about brand strategy, so I really enjoyed this presentation about the Timberland Company and their need to market to an audience with whom they've lost (or maybe never established) touch: Generation X dads.
You can quickly make your way through these 17 slides. I'd like to hear what you think. Did the folks who put this together for Timberland nail it?
When I first met Robert he had a pair of Timberlands. Beloved Timberlands. I'm certain he wore them during the years he worked as a horse trainer, but he doesn't wear Timberlands anymore. I have no idea why.
Robert, why don't you wear Timberlands anymore? Is the price point off? Did you outgrow their usefulness? In the rush of child-rearing and career, did you forget the brand vs. leaving it behind?
How should Timberland talk to Generation X dads?
Follow Timberland on Facebook.
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Photo from the Timberland Company website.
1 comments:
Timberland used to be an essential boot for the working man. Then it became the sh!t-kicking boot of choice for gangsta rappers. I don't think they were marketed as such, but that's what happened. Good luck coming back from that.
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