27 Aug Tucson Metro Chamber Good Morning Breakfast — “Branding Experience”
by Dale Dillon
Michael Gray and I attended the Tucson Metro Chamber Good Morning Tucson breakfast on Thursday, August 23. The speaker was Loren Hoppes, Nike, discussing the “Nike Brand Experience.”
Who is Loren? As a 16 year veteran and current General Manager for Football and Baseball in North America, Loren oversees strategic direction, sales and distribution as well as brand identification and amplification for footwear, apparel and equipment product types as well as securing business partnerships and managing relationships with the NFL, MLB and NCAA programs
Why am I talking about this? I really found Loren’s remarks interesting, particularly in view of all of the attention that we focus on branding in our SMART Group meetings. Nike obviously does an incredible job with its branding and product development, but now I have a little better understanding why. The company really delves into the lifestyle and stories of the consumers in its target markets. It builds the story of their daily lives, goals and emotional needs. If you visit the Nike website, you will see that it’s all about the consumer — their training, their sports, athletes as role models, and consumer stories. But what was really interesting was how Loren then applied the same branding principles to his start-up winery (with brother Charlie), Fidelitas, in the Red Mountain vineyard area of Washington state.
Branding Experience! The branding strategy at Fidelitas focuses on: artisanship, emotional response (through stories about Grandma), and consumer based distribution. This strategy focuses on consumer based thinking to drive growth. Loren stressed the importance of being authentic to self and and authentic to the environment. The success of this approach is reflected in the numbers, growing from 300 cases of wine sold per year to 7,500 cases sold!