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OCT 2007

Will RBK’s Real Customers Please Stand Up?

By Jesse Purewal, October 18, 2007 — A question for marketers: Is it acceptable to poke fun at one customer segment in order to appeal to a second, different segment?

RBK’s answer: Yes, when you’ve failed to win in the market you originally coveted.

But that doesn’t mean it’s a good idea.

You may have seen the “Run Easy” outdoor campaign from RBK (nee Reebok). It combines mean-spirited one-liners with images of pained endurance runners – a bid to show that its brand is on the side of the common folk. The attempt... continue reading

Category: Brand Strategy
Tags: adidas, brooks, Nike, RBK, saucony, Advertising, targeting
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