Listen to the Positioning Hotline call to understand why Levi’s just had their best marketing moment of the year — without spending a dollar.
FIFA covered the logo. The brand got more visible. That's the power of a Visual Hammer. Even without the name, they couldn't hide the identity. And Levi’s made the most of the moment.
The Visual Hammer
The bat wing is one of the most powerful Visual Hammers in the world. You don't need the name when you have the shape.
Cover the name. The hammer still swings. A logo is what you put on things. A Visual Hammer is what lives in the mind. Levi's has both.
The Position in the Mind
Gold rush miners. The '60s counterculture. Springsteen to Beyoncé. That Position wasn't built in a campaign. It was built over 170 years.
Rebels don't need a stadium named after them. The stadium needs them. When your Positioning is real, fans defend it before you even ask them to.
This is what a real Positioning looks like under pressure. It is your brand anchor in the mind and it holds.
World Cup > Atlanta, Georgia
My family had the pleasure of experiencing the World Cup right here in Atlanta! We saw Congo take on Uzbekistan.
Atlanta’s Hometown heros
Atlanta is home to many great brands: Coca-Cola, Home Depot, Delta Airlines and Waffle House. My boys practically grew up at our local Waffle House! We know all the workers and they fed my growing boys almost daily with delicious home cooked waffles, eggs and hash browns!
Shout out to Stan at our Roswell Waffle House! Still there today. Stan and my son Conrad back in 2016.
The Waffle House location just outside the stadium has lines out the door and the Waffle House jersey is as hot as the waffles — number 55 for 1955, when the first Waffle House opened.
My son Conrad today.
What is a fan?
A person that passionately believes, defends, supports and rallies for something. Football teams to blue jeans to waffles 24/7 - when a brand stands for something and has a visual hammer to showcase it, it is a winning combination. G O A L !!!!
