NEW BALANCE CLIENT SHEET

We have put together this client sheet of questions and answers to help us nail the brand, what its about and what we have to achieve with the brief given to us...

CLIENT

New Balance


CUSTOMER SOLUTION AND PROBLEM IN A NUTSHELL

Problem: I want a credible lifestyle trainer brand that isn't over exposed.

Solution: New Balance are established yet low profile with a retro feel.


WHO ARE WE AND WHAT DO WE STAND FOR?

- Domestic Manufacture,

- Heritage,

- Innovators,

- Retro,

- NB Logo,

- Endorsed by No-one

- Hand-made,

- British/American

- 1906 - 100 Years of Running,

- Real People,

- Caring for Shoes,

"Not to be the Biggest, But to be the Best!"


WHAT IS THE PRODUCT/SERVICE YOU ARE SELLING?

New Balance Lifestyle Trainers,

Excellence in Footwear,

The Perfect Fit.


WHAT IS THE COMPETITION DOING?

TV, Magazine Adverts, Viral Videos, Video Games, Films, e.g. PUMA 'After Hours Athlete' - already an established lifestyle brand.


HOW DO WE CURRENTLY ADVERTISE?

- Magazines,

- Word of Mouth,

Make Excellent happen!


WHAT IS THE BRAND IDEA?

"Make Excellent Happen"

"Not to be the Biggest but to be the Best"

"Classic Then, Classic Now"


WHO ARE YOU TALKING TO?

Tier 1 and 2 Consumers - Unisex with a Male Focus.


WHAT DO WE WANT PEOPLE TO THINK AND FEEL AFTER SEEING THE COMMUNICATION?

- Raise awareness of the brand and allow consumer to invest in it,

- To generate word of mouth


WHAT DO YOU WANT THEM TO DO AFTER RECEIVING THE COMMUNICATION?

- Include New Balance in their decision making process when buying trainers, alongside their other favorite brands,

- To Understand the New Balance brand better,

- To start talking about New balance with others.


TONE OF VOICE

Friendly, Inspiring, Natural Tone-Same Level as Consumer, Humorous, Light-hearted, Confident in What They are Saying.


WHAT ARE THE CREATIVE REQUIREMENTS?

- No TV Ads,

- No Paid Endorsements,

- Element of Running if Possible,

- Viral,

- Generate Press/PR

- Communicate at Consumer Level.


WHAT DO WE WANT TO DRAW MOST ATTENTION TO IN THE BRIEF?

The New Balance brand as a lifestyle trainer!


Caroline