Comments on: RM Williams – The Brand Storytelling is Critical http://www.trulydeeply.com.au/madly/2010/01/01/rm-williams-%e2%80%93-the-brand-storytelling-is-critical/#utm_source=feed&utm_medium=feed&utm_campaign=feed Musings on brands and branding Wed, 08 Feb 2012 04:37:18 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Marcus Osborne http://www.trulydeeply.com.au/madly/2010/01/01/rm-williams-%e2%80%93-the-brand-storytelling-is-critical/comment-page-1/#comment-2531 Marcus Osborne Mon, 20 Sep 2010 00:56:46 +0000 http://www.trulydeeply.com.au/madly/?p=2147#comment-2531 This is a great story and in terms of your relationship with the brand, one that I can relate to. But I think what you are saying is that the brand hasn't done a good job because the Swedish endurance riders didn't know of RM Williams. If I am right, then I think you are approaching this from a mass economy, one size fits all angle and, in the customer economy of today, that is not the most effective way forward. Whilst telling a story is important for a brand, it has to be the right story to the right people otherwise it will be a waste of resources. Ask BP who have spent in the region of US$500 million on advertising to tell a story since 2000 but we're all forming our own opinions based on events of the last 6 months. Indeed, I don't see the Swedish response as a negative one, in fact quite the opposite. I believe the brand has grown based on a well researched and thought out strategy. The Swedish market simply isn't worth going after. Endurance riders are a unique lot who have different needs of the average recreational rider or even stockman. Mention Ariat or Mountain Horse to an endurance rider and their eyes will light up, much as yours do when you see your boots! This is a great story and in terms of your relationship with the brand, one that I can relate to. But I think what you are saying is that the brand hasn’t done a good job because the Swedish endurance riders didn’t know of RM Williams.

If I am right, then I think you are approaching this from a mass economy, one size fits all angle and, in the customer economy of today, that is not the most effective way forward. Whilst telling a story is important for a brand, it has to be the right story to the right people otherwise it will be a waste of resources. Ask BP who have spent in the region of US$500 million on advertising to tell a story since 2000 but we’re all forming our own opinions based on events of the last 6 months.

Indeed, I don’t see the Swedish response as a negative one, in fact quite the opposite. I believe the brand has grown based on a well researched and thought out strategy. The Swedish market simply isn’t worth going after.

Endurance riders are a unique lot who have different needs of the average recreational rider or even stockman. Mention Ariat or Mountain Horse to an endurance rider and their eyes will light up, much as yours do when you see your boots!

]]> By: Domma http://www.trulydeeply.com.au/madly/2010/01/01/rm-williams-%e2%80%93-the-brand-storytelling-is-critical/comment-page-1/#comment-622 Domma Wed, 13 Jan 2010 07:31:53 +0000 http://www.trulydeeply.com.au/madly/?p=2147#comment-622 A great blog Pete and you are so right about RM Williams being for anyone from a swagman to a millionaire, that in itself tells a great brand story! I had a similar experience with a pair of imitation Red Wings. Every time I pulled them on I felt robbed as you just knew they weren't right. I've now had my authentic Red Wings since 1992 and they're still kicking along. A great blog Pete and you are so right about RM Williams being for anyone from a swagman to a millionaire, that in itself tells a great brand story! I had a similar experience with a pair of imitation Red Wings. Every time I pulled them on I felt robbed as you just knew they weren’t right. I’ve now had my authentic Red Wings since 1992 and they’re still kicking along.

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