2. A little info about converse Sometime in 1908, Marquis Mills Converse decided to start a rubber shoe company, bypassing a rubber trust that prevented most companies from doing business directly with their retailers. Early catalogs bragged about how many trucks left the Converse factory in Malden, Massachusetts, delivering product directly to stores in Boston. Mr. Converse’s idea worked. But more importantly, it survived. In 1918 Converse began focusing on Basketball. This attracted Chuck Taylor to join the company. Converse became the official basketball shoe. Converse company survived WWII and was still thriving when Rock and Roll was introduced. Converse then became a Rock and Roll and basketball shoe. Their clientele was growing rapidly and in many different demographics. In 1974 Converse got a little makeover and began looking the way we love Converse today. With the use of many different colors, Converse was able to appeal to any and everyone. Now, Converse is constantly coming out with new products. From their clothing line to their shoes, they appeal to skateboarders, basketball players, fashion gurus, and music icons.
3. Brand Audit Sources: Facebook I am a fan of the actual Converse Facebook page as well as a fan generated page. On these pages you can find Converse’s main outlet of marketing. Prom season is huge for Converse because they have a Prom Shoe line. They do videos called Ask-Er-Out-Er. These videos give cute ways of asking that special girl or guy to prom. Because these pages are ran by people who are actually fans, there isn’t much negative feed back on them. Most of the posts are positive messages or posts of people wearing their converse. Converse.com The official website has every Converse product you can think of. There isn’t much feed back visible though. You have the option of reporting your likes and dislikes to them but they don’t display it on their website. Converse does mainly online marketing. There fan base is obviously big on the web. They do a lot of side ads and rely on WOM via Facebook and twitter in order to increase their fan base.
4. Michael Guzman I have known Michael since I was in the 8th grade (he is two years younger then I am). I actually dated his older brother for 4 years and needless to say I got to know Michael pretty well. He enjoys being different with his way of dressing but stays updated on what’s “hot” and what’s “not” He loves Converse because they come in so many different colors. He no longer finds shoes to go with an outfit, instead he finds an outfit to match his shoes. He also has hats to match every pair of converse he owns. When I explained to him about my Re-branding, he said that my changes wouldn’t effect his loyalty towards Converse. He agrees that more commercials would be a good thing for Converse.
5. Stakeholder Analysis Generation X Converse was popular during the time Generation X was growing up. Converse was the official Basketball shoe. All the all-star athletes wore converse. The were affordable. Converse ran for about $12 back in the 70’s and 80’s. The rebranding of converse hopefully will make Generation X loyal consumers again. I don’t think they will be non-supportive of my rebranding because I am not really changing the look of converse. I am just simply changing the way they market the product. Generation Y Converse are fashionable. They are retro, yet very modern and can be worn with any outfit. They are rather affordable in this time and day compared to other shoe brands. They come in every color thinkable. That makes them versatile. I don’t think they will be non-supportive of my rebranding because Generation Y is open to change. Granted I am not really changing the look of the shoe. At most I would hope to make Converse more comfortable and good on your feet.
10. Threats: All other shoe companies The current brand image’s biggest problem, is that it is barely ever seen. Converse does not do a good job of advertising its products. Although they use printed ads in choice magazines, and some online video marketing, their lack of commercials really does bring down their brand image. I worked on ways of getting their brand image to be known.
11. What I’m changing I plan on changing Converse’s advertising techniques. They have online advertising but they don’t have any televised commercials. I think commercials would really help increase the sales of Converse in all age groups. Also, through my research I’ve learned that many people find Converse to be too flat and uncomfortable. Timmy, a friend of mine that also works at TradeHome, educated me on the sole of shoes and the sole of peoples feet. I have come up with a way to change the sole of the shoe without changing the look of the shoe.
12. Commercial idea My main goal with this commercial is to show how versatile Converse really is. I plan on having: The “new” business look A extra-ordinary school girl A skate border The fashion forward soccer mom The dare devil of the prom I want all of these “characters” to be realistic, fashion forward, easy and modern.
13. I’ve got sole There are 3 types of soles Neutral Medial post Lateral post Every human has one of these types of soles and ll shoes are made to fit one of these three types of soles. If Converse could make their shoes with these three different types of soles, they would then be comfortable to virtually everyone.
14. New Brand Image The new image I am really trying to stress is how TIMELESS Converse really is. I want people to have an emotional connection to Converse like I do. I love wearing them because I know my parents wore them growing up and I plan on buying Converse for my children to wear when I have children. When people hear Converse, I want them to feel a timeless connection to the past and the future based solely on positive memories of wearing Converse.
