„Marketing Gear: NOVIG Re-Branding Creativity Challenge”
by Lucas
Intro
My Branding News told me that NOVIG INC has a reputation problem.
And I say..It’s their choice, let them do the brand in their way.
Maybe it’s good, that in this vanilla world, where each brand is So Serious and So PRO..
…Maybe it’s good that there are companys what treat the business serious but themselves with a distance.
It doesn’t mean that they don’t make the mistakes..
But who don’t, myself is not a one of them. I as well make mistakes..
1st Gear
„Positioning”
I think that They Positioning Themselves as Serious Brand..While the sports fans are just laid back and emotional during game, people.
Why I wrote This?
Because Famous Ad „Just Sport”. The campaign is from one said controversial and other side serious. The Brand’s mistake is that Position themselves as serious prediction brand doesn’t goes equal with the Advertising line. The spirit of Commercial is Controverse and Edgy, and rather to the people who feel a distance to self…in fun way. Rather than serious.
And message „Just sport” provided by a Novig is „Very serious”. So the Motto and Positioning is not on the same line as famous ad campaign with Sydney.
U must be congruent. So my proposition of Positioning dynamic is:
Distance to self -> Laid back -> Still Smart -> Controverse
And it’s way much better than „Just Sports” – Just Sports has a Classic Fake Marketing Vibe. My humble opinion.
2nd Gear
„Niche”
I believe in Mission of fair trade of company.
And it wanna gather good people, good fans, good community.
Distance to self -> Laid back -> Still Smart -> Controverse
But this that We are Good..Doesn’t mean that you have to be mellow.
Company should address their Niche and Audience as ” People with Heart, Passion, True Followers and Sport Teams Supporters”. More Action, More character.
My proposition is: „Give the People of Character, a Field to share experiences and to fair trading”.
3rd Gear
„Communication”
Heh. I believe that Company rely on Classic Marketing mixed with some Authenticity. So that’s why the positioning, publicity, audience and communication is grinding.
To make courage Ad is one thing but to handle it is other thing.
I believe that by building positioning foundations there were mistakes made. that’s why so big offense of woman in true sport.
From one side Novig is saying „Just sport” so Serious. And in other hand the situation I don’t think they treat serious in communication.
Popularity – Brand, Sydney, Ad – is one thing. Cotroversion is other thing. The serious treatment when u f***d up. Is other thing.
I say once again. Bad positioning and Core DNA is the issue.
If U would treat and ad and #Motto as „Funny, playful, with big distance and attractive”..it’s whole a lot of game. That’s why women are angry. Because the message from ad campaign is serious.
Guy’s like it as i saw from survey…what a surprise…
..There is NOVIG INC decision.. U want to be Male Market Company or Global Man and Woman Company..that’s a huge distinction.
Because right now maybe sport trade is still „guys thing”, but for 10-20 years it can be different. And than it can be hard to change „a River Direction Current”.
4th Gear
„theCore DNA”
It’s a Good Company for a Good People. And I wouldn’t change that. I like the company’s website and fotos of the crew.
I like the Being smart and creative at once approach.
And you know. A smile is always good 🙂 🙂
5th Gear
„Motto” by Lucas
„Distance To Self, Distance to Trade, But Sports Emotions..All the Way Up..!!”
Sport is fun. Don’t treat it too serious. Being serious is one thing. Have distance is other.
You may have distance as a brand. Be sometimes goofy and chill. And that’s good.
But as well can be a Serious Business People.
It can go in one direction Hand by Hand.
Try it. 🙂
6th Gear
„Sport Is Our Game”
I prefer this than „Just Sport”.
I prefer Sport Is Our Game because it’s more emotional. And Sport is emotional game. Sport trading as well.
By this the Force of Brand is stronger.
It’s better.
I know that Novig will not change it but it’s a mistake.
U see, there’s a typical for startup. That it’s have great energy, passion and love. and Instead use it to build some Authentic Company, Authentic Brand..
…they use Classic Marketing Tricks and Shows.
It’s not authenticity, It’s a Marketing tricks.
And I like Authentic Brands. That’s why i pointed out some mistakes..from my perspective.
U can agree or not.
I wrote this because despite of all media criticism…media nad people. I see the good side if this company, this brand.
That’s all.
#Ad
Cześć. Jestem by Lucas. Prowadzę nonProfit przedsięwzięcie „Chains In Motion”. Jest To Butikowe Brand Strategiczne Doradztwo. Brand Strategy Consultancy. Chcesz wiedzieć więcej?? Pisz DM na LinkedIn. 4Move – „Wprawiam Marki w Ruch”. Autentyczne Marki.
Wrapper
„Nie traktuj życia zbyt poważnie.” Ciesz się nim, każdą chwilą. Doceniaj przeszłość. Również tą trudną. I patrz z Wiarą w przyszłość!!
Don’t treat life too seriously.. Enjoy Every Moment. Appreciate all bad and good things, they shape your personality, your character. Search into bright future!!
That’s all I wish to U, Friendly Bears 🙂 😉
by Lucas
„Chains In Motion” Endeavor
Boutique Strategy Brand Consultancy
Branding/Emotions/Mindset/Strategy/Coaching
„Break Chains..Be theDisruptor…”
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