More Brand Moves We Love

View All Posts
Inspiration
  • by Jordyn Kerr

We pay a lot of attention to what brands are doing in the marketplace. Whether or not we've been part of the work, we are always interested in those who are pushing the envelope or those we believe align with our vision of humanizing innovation for the world.

Nowadays, it takes a lot for brands to truly connect with their consumers and form a strong relationship. Brands must tell a story, be authentic, make an impact and/or take a stand for something they believe in. This requires companies to not only take a big risk but also invest a lump sum of money - and that can be intimidating. We often work on initiatives that never see the light of day because it’s so much easier to stick to the status quo than take a risk. We get it. So when a brand makes serious moves, we sit up and take notice.

Last month, we asked our team to share some of their favorite brand moves with you. They did, and it sparked a larger conversation. In a world chalked full of brands trying to stand out and so many notable moves that are being made, we decided to keep that conversation going. So without further ado, here are the latest brand moves that are sparking our team’s interest:

Brand: Outdoor Voices

Move they made:

  • Move over Lulu Lemon - Outdoor Voices is taking the stage. The athleisure brand depicts authentic body types in their activewear - without the added photoshop. They’ve also taken a stand against prioritizing performance over health and are encouraging their followers to take part in #doingthings - beyond the walls of a gym. The campaign started a revolutionary community that encourages one another to be active and chase after a life they love while blurring the lines between working out and everything else.

Why we love it:

  • “I first came across Outdoor Voices on Instagram. I saw a pair of shorts being advertised on real legs (cellulite and veins were not photoshopped out). After seeing this kind of authenticity, I instantly fell in love with the athleisure brand!”  -Angie Phillips, Project Manager

Brand: Dick’s Sporting Goods

Move they made:

  • After the high school shooting in Parkland, Florida, Dick’s Sporting Goods took a stand on gun control at a time when the United States was divided. First, they changed their company policy to stop selling guns to customers under 21, while also going so far as to stop selling assault rifles and high-capacity magazines. Then, they destroyed these items in their existing inventory. To add to their bold actions, their CEO released a statement saying, amongst other things, “Thoughts and prayers are not enough.”
  • Their final move, which was arguably the most impressive action they took, was hiring lobbyists to push for gun control laws in Congress. We’ve seen many brands “take a stand” on a political issue in years past, but what Dick’s did was more than that - they became an advocate for something they believe in.

Why we love it:

  • “They weren’t just thinking about the here and now and the public response - they looked to the future and how their actions can lead to lasting changes.” -Hope Norman, Senior Account Strategist

Brand: everlane

Move they made:

  • What if we told you that you could warm yourself with the very plastic that’s warming our planet? Well, now you can with Everlane’s ReNew collection. The trendy garments feature a variety of puffers and fleece jackets made out of recycled water bottles. The move is incredibly smart, sparking great intrigue in their new collection while addressing a huge global issue. Not to mention that the brand took the bold leap into renewable materials, vowing to eliminate virgin plastic from all aspects of their supply chain by 2021. And while Everlane is taking on a massive ecological task, they’re asking their consumers to do the same by limiting plastic usage in their everyday life.

Why we love it:

  • “I really respected that they took on such a huge (seemingly insurmountable) task. They started with education about how damaging plastic is to the Earth in the long term to inspire consumer action.” -Courtney PeGan-Stevens, Senior Vice President - Operations

BRAND: Zappos

Move they made:

  • Forming loyal consumer groups in the modern age is hard. That’s why we love Zappo’s recent brand move that appeals to runners and athleisure wear-ers alike. They’ve introduced what they’ve dubbed the “30 Day Runlimited Guarantee” that allows consumers to try out their shoes for up to 30 days. This move is a sure-fire way to build consumer loyalty, while also providing consumers with a low-risk way to try a new pair of shoes.

Why we love it:

  • “As a runner, nothing is more frustrating than trying a pair of shoes on in a running store - and them feeling comfortable - until you get them home and actually try running in them. And once those shoes hit the pavement, you can't return them. You just spend $100+ on shoes that you don't like and you're stuck with.” -Zak Renzetti-Voit, Director of Client Engagement

We know there are more brand moves to love and we'd like to hear from you. What have you noticed, what has stood out, what are you loving? Join our discussion on LinkedIn!