Professional Documents
Culture Documents
Trent Kahute
Communication Planning : ID520B : Fall 2006
Instructor: Peter Laundy
IIT Institute of Design
Contents
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
2
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, in Herzogenaurach Germany.
Beginning with the 1928 Olympics in Amsterdam, Adi’s uniquely
designed shoes began to gain a worldwide reputation. Jesse
Owens was wearing a pair of Dassler’s track shoes when he won
gold for the USA at the 1936 Berlin Olympics.
Feuding Brothers
After World War II, during which Rudi Dassler had spent time in a
POW camp, the Dassler brothers began a legendary feud, causing
Rudolph to leave the company and found a rival company across
town. Originally thinking of calling his brand RUDA, Rudi Dassler
named his company Puma Aktiengesellscaft Rudolf Sport (Puma)
while brother Adi incorporated as Adidas. This family rift would Adi Dassler Rudolf Dassler
Founder of ADIDAS Founder of PUMA
lead to cutthroat business feuds and sporting triumphs forging
two mighty sporting brands recognized all over the world.
By 1925 the Dasslers were making leather shoes with nailed studs and
track shoes with hand-forged spikes.
3
Brand Origins
The leaping puma also symbolizes combination of speed, power, The Puma logo is a symbol of the fierce rivalry between the
and elegance often exhibited by professional athletes. two brothers. No longer working with his partner and brother,
the brand would come to symbolize the solitary and secretive
nature of Rudolf’s new venture as it moved forward.
4
Brand meaning as it
has changed through
the years
Associations German professional soccer team Charismatic champions (Pele & Joe Namath)
Gold medal athletes (Jim Hines)
Range of authority Soccer boots Soccer boots, track shoes, football shoes
Audience Professional soccer players, experts, trainers, coaches World class athletes
5
Era 3 1970 - 1986 Era 4 1986 - 1997 Era 5 1997 - Present
Beyond the playing field Trying to keep pace Hip, cool, and leading the way
Targeting the sports lifestyle Business survival Mixing the influences of sports, lifestyle, and fashion
Play in style and comfort High performance with personalized fit Fits your active lifestyle
Comfort & style Innovative footwear systems Distinctive styles, branded experiences (concept stores &
Consistent brand message (closure & cushioning) events) Co-developed celebrity lines, co branding, part-
nerships with famous designers
Casual, laidback, cool, minimal, Hi tech, advanced, not relevant Elegant, colorful, fresh, spontaneous, individual, urban,
Classic, cheap, low quality, dated metropolitan, international, edgy
Soccer players at all levels Professional soccer, tennis, track athletes Multiple sports lifestyle segments
Champion athletes (Martina Navratilova) Diego Maradona, Boris Becker (yoga, tennis, golf, racing, music, soccer, baseball, running)
Discount bins CEO Jochen Zeitz implements 5 part strategy
Clothing, street footwear Running shoes, kids shoes, apparel, Performance / Casual footwear, apparel, gear, accessories
Cross trainers, gear
People who play sports Young athletes, soccer athletes, track Anyone who leads an active lifestyle
People around sports athletes, (businessmen, active travelers, or marathon runners)
Familiar friend A old friend you lost touch with Hip friend who shows you a good time
6
Current Brand Differentiation
PUMA
In recent years, the Puma brand has become synonymous with fashion, style, and
sport. Through fresh design, co-branding and partnerships with celebrities and
famous designers, 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. The Puma brand communication strategy is flexible across multiple
categories, yet communicates innovation for an “active lifestyle”. Puma
communicates with each category in a unique manner, but the tone is
unmistakingly tied back to the overall brand through the overarching brand Reason for Being Mixing the influences of sports, lifestyle, and fashion
personality and identity. To extend their brand Puma has created concept retail
stores that enable people to experience the brand in engaging and compelling
ways. Puma also engages customers through their Mongolian barbeque concept
that enables customers to design and build their own footwear from scratch. Value Proposition Fits your active lifestyle
Further differentiating the brand from traditional rivals, Puma frequently hosts
promotional events that are based around “active lifestyle” themes based on dining, Reasons to - Distinctive trend setting styles
entertainment, fashion, and music.
Believe - Branded retail experiences (concept stores)
- Co-developed celebrity lines (Turlington / Nuala)
ADIDAS
Adidas’s mission is to improve every athlete’s performance through innovation. - Co branding partnerships (Ferrari,
The overall Adidas brand communicates the company’s goal of fusing sport - Partnerships with famous designers (Starck, Wanders)
performance and style competing very closely with Nike’s value proposition. To - Mass customization (mongolian bbq)
compete with the value propositions of their traditional competitors, Adidas has - Promotional events (beats & treats)
focused their brand communications in three different areas: “sport performance”,
“sport heritage” and “sport style”. Brand communications are tailored to the specific
market segments within each unit. Leveraging its cutting edge innovations in
footwear, Adidas spends the majority of its effort communicating to the sport Persona Elegant, colorful, fresh, spontaneous, individual,
performance segment. In response to the “sports lifestyle” trend being led by metropolitan, international
Puma, Adidas has recently co developed product lines with famous designers and
has focused on the timeless and classic nature of their brand. Associations Fashion brands (Gucci, Armani, Dolce Gabbana)
Fringe / extreme sports
NIKE Music artists & movie stars
Nike has developed a brand that has global reach striving to bring inspiration and
innovation to every athlete in the world. Over the years Nike has partnered with
the world’s greatest athletes to build their brand recognition and reach, Range of Performance & casual footwear
masterfully demonstrating the power of image marketing. Nike communicates to Authority Apparel & accessories
a wide variety of sporting and lifestyle segments while retaining its focus on high
performance athletes. Like Puma, Nike has extended their brand through concept
retail stores, event sponsorships, online customization services, and co branding Audience Anyone who leads an active lifestyle
with design savvy companies. The Nike brand differentiates itself from Puma by
focusing on “performance driven style”, whereas Puma communicates “lifestyle Relationship Hip friend who shows you a good time
driven style”. The Nike brand goes head to head with the Adidas brand on the
“sports performance” front, fiercely competing to improve performance through
technological innovation.
7
Current Brand Differentiation
Improving every athlete’s performance through innovation To bring inspiration and innovation to every athlete
in the world
- Footwear technology innovations - Footwear technology platforms (shox, air, airmax, zoom air)
- Automatic customization (Adidas 1) - Cutting edge performance / lifestyle apparel
- Co developed celebrity lines (Stella McCartney) - Mass customization (NIKE ID)
- Classic styles, tradition and heritage - Full line of performance / lifestyle accessories
- Mass Customization (Adicolor) - Digital / Physical Expereriences (Co branding with IPOD)
- Social responsibility (Livestrong, United Nations programs)
- Branded retail experiences (Niketown)
- Event sponsorships (marathons, olympics)
Clear, orderly, practical, hi tech, classic, sophisticated, sincere Athletic, influential, outgoing, fresh, aggressive,
hi tech, futuristic, retro cool
Elite Soccer players, soccer teams, NBA stars Athletes at the top of their respective sport
Hip hop artists (Run DMC) (Micheal Jordan, Tiger Woods, Lance Armstrong)
Mainstream sports Unfair labor practices
8
Brand Portfolio Overview
Puma is doing exceedingly well in the world The primary focus within the sport category Through fresh design, co-branding and Partnering with famous international
of sport lifestyle where it is widely considered is on football where Puma has leveraged its partnerships with celebrities and famous fashion designers, architects, and artists has
a leading brand that enjoys a comfortable heritage in providing performance footwear designers, Puma has elevated their brand catalyzed Puma’s recent rise within the life-
old-school legitimacy. Within irony-rich, tech for world class soccer athletes. Puma also image so that it now competes with fashion style fashion industry. Puma has leveraged
savvy urban hipster circles, Puma is as much a claims a “lifestyle” niche and has branched off brands (Gucci, Dolce & Gabanna, DKNY, the “brand name” of the designer to help to
fashion statement as it is an athletic brand. into fringe sports such as motorsports and Prada) as well as their traditional rivals in build an identity around the offering.
BMX racing. But it is in the nonconformist the sporting footwear industry. Puma has
environment of extreme sports that Puma also attracted new customers, through their
has more street credibility than many of its designer sub brands which provide offerings
competitors such as heavy-hitting brands like outside the scope of the core Puma brand.
Nike, Reebok and Sketchers.
9
Brand Portfolio
Motorsports
Women / BMX
10
Brand Portfolio
Platinum is a luxury shoe line that focuses The Rudolf Dassler Collection recalls the Puma extends their brand by partnering with
on craftsmenship and pulls influences from innocence and timelessness of sport through Biomega to design a bike that addresses the
Pumas’s sport heritage, and recently has drawn its clean, simple, and provocative styling. The needs of the urban commuter. The Puma
inspiration from the prestige of timeless sports collection is rooted in the heritage of soccer, Biomega Street Bike is the Scandinavian take
like polo, yachting, and auto racing. tennis, running, and boxing shoes of the late on US-style bad boy culture.
1940’s and 1950’s.
Co-Brands
The Mihara Yasuhiro limited edition collection The Starck shoe collection is not based on
consists of apparel, shoes, and accessories for design, not on showing off, not on more and
both men and women that break through the more and more features, but on showing less
boundaries that have been set up through and less and less. It means more technology,
the course of fashion history. He designs with more intelligence, but less styling. This is the
the intent of changing our perception and secret of the Starck Puma Line.
stereotype. Not interested in churning out
mass produced high street numbers.
11
Brand Names
Visual Treatment
The Puma symbol is one the few logos that can The elegant geometric simplicity of the nuala The 96 hours graphic symbol is clear,
be used with or without an accompanying name. symbol clearly references the principles and straightforward and blunt. The “military” type
The logo has been used for over thirty years and ideals of yoga and holistic living. The lower font suggest the urgency and pace at which this
has now has gained global recognition. The case lettering indicates the human and organic brand is meant to be experienced. The font
iconic leaping cat tells us that the brand is active, nature of the brand and the rounded sans serif suggests a brand that is rugged, tough, and
aggressive, and forward looking. The leaping font references the “circle of life”. Unlike other prepares you for your mission: adventorous
monotone cat is also a highly identifiable designer collections, the nuala mark does not ref- travel at all cost.
trademark of old-school seniority. The organic erence Puma nor the creator and sponsor, model
and curvacous styling of the leaping cat suggest Christy Turlington.
the visual styles that Puma footwear delivers.
The all capital sans serif font helps the company The addition of Turlington’s name may help build
create a commanding presence that sets an brand awareness because the brand is trying to
aggressive tone. The logo is visually appealing in differentiate itself from Puma and other
black-and-white as they are in color. competition like Stella McCartney’s Adidas Line
and Nike.
12
Master Brand Communication
Identity Elements
13
Master Brand Communication
Identity Elements
Product Tags Footwear & Apparel Apparel & Accessories Footwear & Accessories
14
Master Brand Communication
Identity Elements
Imagery
Master Brand - Sport Lifestyle Master Brand - Sport
Puma’s master brand website and advertising campaign employ a variety of techniques to In the sport master brand categories, Puma consistently uses photo imagery to communicate
communicate the Puma’s brand integration of sport, lifestyle, and fashion. The imagery alludes the brand message. Advertisements and web sites typically portray an athlete dynamically
to “active lifestyles” that are associated more with fashion (social events, shopping) than sport. participating in a sporting activity wearing the Puma products. The product itself becomes the
Imagery ranges from up close product shots, to fashion models wearing the product, to both backdrop to the dynamic gesture of the athlete. Interestingly enough, the athlete is typically
abstract and photo imagery of activities that young hip people participate in. The imagery is portrayed as participating in the activity alone, not in a group or team. Unlike their competitors,
clearly designed to appeal to active urban females as the target demographic. Puma had few athlete endorsements, making the brand accessible to almost anyone involved
with that particular sport.
15
Sub Brand & Co Brand
Communication Identity Elements
16
Communication Assets
Puma Stores - Providing Rich Customer Interactions Cultural Connection and personal expression value Frequent product launches & a cornucopia of styles
Puma’s retail experience is replacing the brand message as their Dedicated to using the most advanced technology in creating New product launches, seasonal styling changes, customer focused
primary promotional delivery vehicle. Retail continues to grow in products that realizes the fullest potential of its user, PUMA has events, and new retail store openings help keep the Puma brand
importance as a showcase for the brand and as a way of getting remained in a pinnacle position in the world of sports. However, in fresh in the minds of consumers. Interestingly enough, Puma
more innovative products to the consumer. In 2006, Puma opened recent years, Puma has bravely ventured into the realm of fashion communicates the cutting edge of fashion and active lifestyle
20 new “Concept” stores and countless more PUMA stores and and has proved equally successful, garnering great following by the trends through fresh footwear and apparel designs that combine
outlets. The concept stores serve as the epicenter of the Puma young and trendy. Combining athletic sensibilities with fashion material, colors, and styles into products that resonate with
brand, providing consumers with a more holistic experience by chic, PUMA has remained in the forefront of style with its classic customers.
enabling interaction with their customers on different levels, styles unleashing unlimited potential. From the style capital of
displaying the depth of the brand while creating even more Paris to the streets of Tokyo, PUMA is present everywhere - a must
opportunity for discovery. In addition, Concept Stores host the have item for the fashionable crowds. Puma’s diverse offering of
Mongolian BBQ, where consumers can design their own products ultimately allow their customers to express their
personalized shoes. In 2006, Puma retail has been used to individuality through trend setting style and fashionable utility.
introduce exclusive product launches, as well as other unique
brand driven consumer events.
17
Communication Assets
Leading Sports Lifestyle Creates Differentiation Sub Brands Serving Premium Niches Wearing the Brand - Inherent Brand Visibility
Puma, which has managed to differentiate itself from more power- All of Puma’s sub-brands (Nuala, 96 hours, Platinum, Rudolf Dassler The name PUMA has been synonymous with the athletic spirit
ful rivals like Nike and Adidas, has emerged as a hugely influential Collection) exist to serve different premium niche market segments. and sport lifestyle, playing a pivotal role in the illustrious history of
brand, transforming from an alternative brand to a global icon with This strategy enables the Puma master brand to focus on the core sports. For many years, the brand became inextricably linked with
broader desirability. The brand’s message was refined, its voice clari- segments of sport and sport lifestyle without dilluting the brand some of the world’s top performing athletes, and in some of their
fied and in the process, Puma has created a new market segment: message to its core audience. most glorious moments. Currently, the Puma brand is often
sport lifestyle. Now that competitors are playing in the sport lifestyle associated with people who are fashionable, trendy and lead an
segment, Puma now strives to be the most “desirable” sport lifestyle active lifestyle. To build brand awareness and recognition, Puma has
company in the world. Puma’s marketing strategy seeks to establish and continues to prominently display their logos on almost all of
the brand as an icon that extends its lead in the sport lifestyle their footwear, apparel, and accessories. With such a recognizable
market. The key to achieving this position is to maintain a culturally brand as Puma, they spend little time on generating awareness, but
relevant message that connects with consumers despite a cluttered instead spend a considerable amount of time maintaining visibility
media environment. and awareness.
18
Communication Assets
Creating the buzz with key influencers Deep pockets for communications Marketing Context
Puma focuses on making sure “key influencers” are wearing the Puma products generate significant margins. the company is Puma’s marketing efforts clearly fall in Kotler’s information
brand, primarily through having what they call “brand zinger” events rapidly growing and they are constantly testing new ways to economy category , but they still market themselves in a few
for their target audiences throughout the year. Events include communicate their brand. They are a company that leverages ways that fits the “industrial economy” paradigm. Puma is
underground parties, dj and dance competitions, and gatherings of an image marketing strategy that requires heavy investments in clearly focused on customer acquisition than on customer
different “anti establishment” segments. By respecting the culture all aspects of brand communications ranging from new concept retention. It relies on its heritage in sport categories, but
and voice of these groups, Puma lets the participants personify the stores to print and media advertisements. the sport lifestyle category seeks to broaden the size of the
essence of the Puma brand, thus bringing free word of mouth market to anyone who leads an “active lifestyle”. While Puma
advertising and building elusive “street cred”. Organizational Assets follows the information economy paradigm of building its
One of Puma’s greatest strengths is its CEO Jochen Zeitz who has brand through company behavior, it also builds its brand
devised and implemented a five stage strategy that focuses on through heavy advertising. This strategy makes sense because
innovation and design. Part of this strategy includes leveraging it needs to reach consumers who often respond to visual
existing communication assets but also aggressively developing media and Puma is particularly adept at creating distinctive
new ones. He has single handedly changed the company and and memorable advertising.
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.
19
Key Brand Communication Decisions
20
Key Brand Communication Decisions
21
Detailed Analysis of a Communication
“New Stuff” advertising campaign “New Stuff” TV Advertisements - Winter 2005/06
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.
mainstream audience’s knowledge of Puma ranges and project the brand’s core
values as being different. New products needed to be showcased to the
mainstream audience in a creative and unique way that was “unexpected, “New Stuff” Print Advertisements - Spring & Summer 2006
unique and different” . To communicate this concept, animated animals such
as monkeys, bats, bees, mice, and fish are depicted as playfully interacting with
Puma products in an engaging and fresh manner.
22
Trent Kahute
Communication Planning : ID520B : Fall 2006
Instructor: Peter Laundy
IIT Institute of Design