What Jimmer Fredette means for marketing.

As Jimmermania swept the country this basketball season an interesting thing happened, Jimmer became a brand.  Jimmer had an amazing senior season at BYU leading his team to the Sweet 16.  Jimmer led the nation in scoring averaging 28.9 points per game and became the poster boy for jim rats everywhere (pun intended).  As Jimmer looks towards the NBA I'll take a look at what Jimmer means for marketing possibilities.

Jimmer has interesting marketing possibilities.  His game is range, he'll pull up from 30-35 feet away and drain it.  He has the capability to do that.  How well his game translates to the NBA is yet to be determined but I will say this, if you can put the ball in the hole you can play.  Because of that interesting dynamic and who Jimmer is he has the ability to instantly come onto a team and be the face of the team... in a way.

First of all Jimmer is white.  He's not incredibly athletic, athletic, but not incredibly.  He's a good looking guy with a great personality.  He says the right things, practices the right things (He's Mormon), hits trick shots and dribbles like Curly from the Globe Trotters.  It's very marketable.  In a time when the NBA is loaded with tatted thugs breaths of fresh air are craved (see Blake Griffin with T-Mobile and Subway).  Jimmer can instantly come into a situation and be the smiling face that some team wants to use to appeal to the large majority of their fan base; middle class white suburbia.

Jimmer has brandability.  He has the name, he has the shot, and he has the looks, what he doesn't have is a guarantee of success in the NBA.  Undeservedly he has been compared to JJ Redick and Adam Morrison.  Basically it's because he's white, had a great college career based on his skills not his athletic ability.  Just my quick thought on that then back to marketing.  He can create his own shot and he can finish in the paint, neither of those two could do that.  That may be just enough to get him into the league and make him an attraction.  At the end of the day it's about watching some of the greatest athletes in the world do amazing things.  The way he shoots is amazing.  Him being who he is may not be amazing, but it may sell.  I can see moms buying Fredette jerseys for their kids and feeling okay about it.  I can see some team putting his face on their program and not worry about someone fathering 9 kids with 8 different women (see Antonio Cromartie of the NY Jets).  I can see it.  I can see Jimmer doing interviews and laughing with the media.  I can see him saying all the right things and doing guest clinics in the local community.  I can see it.

What I can't see is Jimmer doing it for the NY Knicks.  The market is just not right.  Too glitzy and glamorous (although DT Justin Tuck did text Jimmer during the NCAA Tournament and he's from the state of  New York).  I don't think he does it with the Heat either.  He needs his shots and they already have too many people taking shots now.  I don't see it in L.A., again, too much glamour and Angry Jack sitting on the sideline wouldn't like Jimmer if he jacked a 35 footer and missed it.  I do see Jimmer in Memphis, I see him fit really well there.  Southern folks can appreciate a good old fashioned white guy.  I see him in San Antonio or even Dallas for that matter.  I actually see him fitting in the Spurs system and he has small market guy written all over him.  I can't see him in Portland, doesn't fit the team culture.  Honestly, he could fit in Minnesota, how fun would that be with two unathletic white ballers!?

Last but not least, I see him back in Utah.  He would sell tickets, he would have all of Provo, Utah up to see him and half of Salt Lake.  During a time when Utah his going to struggle for the next two years... even if the Jimmer show is only a side attraction to the bigger overall picture.  It might just be worth it for the Jazz to draft him and sell some tickets.  Jimmer is marketable, he has to be in the right situation and with the right team and he can make someone a lot of money.

What's so special about the "Sweet 16"?

I love sports and to be quite honest there really aren't too many sporting events that rival the NCAA Tournament.  I remember from the time I was young going to Pizza Hut getting the lop sided basketballs that they sold for $4 for the Final Four.  They also had a Sweet 16 deal that involved something for $16.  If you're judging a teams success by how far they go in the tournament you can say that if the team made it to the Sweet 16 they've had a pretty good year.  Buy why then, what is so special about winning two games and making it to the level before the quarter finals?  I'm a BYU fan, and this year the team rode the success of super phenom why guy superstar Jimmer Fredette.  The team had struggled to get out of the first round for so many years actually got a decent scede and won two games against fairly decent opponents.  (Gonzaga was that good, and yes Jimmer was that good, Florida was an off shooting night and the Gators play defense really well and close out quickly so BYU didn't have too many great looks.  Okay now that's off my chest, burn in Hell Rick Reilly)... where was I?  Anyway, the point is that when you really look at it it's all a branding/marketing ploy.  I used to feel like it was a way to gague your teams success, and to a certain degree it is, but lets be honest, BYU being a #3 seed should have won those two games.  Pitt obviously was a litttle overratted and now Ohio State and Duke fell victim to that too. 

You see, the whole thing used to be a basketball purists dream.  Just young guys not playing for money but for the love of the game.  Then incredibly, rediculously, stupidly huge TV contracts became involved.  TV ruined college football and has ruined college basketball.  I was shocked at how many TV timeouts there are this year!  If the game is close, there are going to be even more.  You wonder how those guys can play at such furious paces, well, they get a two minute rest every three minutes.. sometimes it's only 30 seconds.  Turner Networks paid $9 billion dollars to co-broadcast with CBS and they want to make their money back somehow, so what better way than to make us all nautious after viewing the same commercials for the 15th time in 20 minutes.  It's all about the money.  It's not about the success of your team, it's not about making it to the Sweet 16, it's about money hungry executives charging time for companies eager to get their products in front of people wanting to watch a game.  Southwest and their giant red tape ball can shove it... I'm done with seeing it. 

I quickly digress.  I love the tourney and what it should stand for.  So what is so special about the Sweet 16?  Well, not a lot anymore.  It just means that you've had to sit through way too many commercials and too many people having their brackets screwed up because some reporters made you drink the Cool-aid.  You know, to be one of the final 16 teams in the country is pretty cool.  The NCAA and the media have made it that way.  It is an accomplishment but it seems to be less and less of one as time goes on and as the media takes over.  Problem is, we'll all keep watching it cause it's that good.  I've said my two cents... The NCAA tournament is an incredible product and a great brand and everyone rides its coattails.  I guess I can't blame them, I'm doing it too.

My Top 5 Camo Brands (patterns maker)

I have to admit that there are very few real Camo companies, most companies license the pattern from the company.  Talk about a good business to be in.  You don't ever have to make your own products, you just have to come up with a pattern!  Because of that you have to make a quality camo that companies want to use.  Here are my top 5 best represented and quality camo companies based on quality of camo, effectiveness, and overall marketing and branding.

5- Columbia Sportswear - original patters.  The Timberwolf Pattern and Delta Hunter patterns are original.  This is why Columbia landed in my top 5 of active outdoors brands.  They are an outfitter to everyone.  While most active outdoors companies shy away from the hunting scene, Columbia continues to take advantage of the big spenders that are hunters.  The patterns they have are pretty solid.  Good cover in a quality product and the camo is pretty effective with the distinguished patterns.  The company hasn't pushed the hunting side of things too much.  It's more of an upland game company but moving forward with fishing and hunting.  If they wanted to they could easily make a bigger push.  I expect it in the future.

4- Predator Camo - I'm very impressed with this smaller brand.  They have original clothing and license the patterns.  The company has an obsession with blending in by combining natural colors with some crazy bright patterns, that are exclusive to the location.  This is a very good "tree stand" brand if you move around quite a bit it tends to lose its effectiveness because of the very specific coloring. The branding is trying too hard.  It is for "hard core" enthusiasts that really want to get after it.  Flaming dear heads as a logo puts you right in the bulls eye for hunting, there is no subtly or lounge wear made from this brand like the Mossy Oaks or Real Tree's.  They stick to who they are.

3- Sitka Gear - I love it.  It is a super effective camo that is incorporating more technology than any other brand.  They have patterns that claim to be invisible to a dear's eye.  More importantly and maybe less effectively they are the exclusive makers and users of their pattern.  The company is vertically integrated meaning they do all of the research, testing, designing, manufacturing and distribution.  It's a tough pill to swallow but they seem to be doing okay.  The camo is killer the price point is high and the biz model is ok.  The unique look and feel of it makes me think of something exotic.  The name is exotic and the logo is indistinguishable (makes me think of two branches interwined... dunno, just a thought.)  The branding isn't great on it but the product is quality.

1b- Mossy Oak - I don't know what to say.  If you buy a shirt that has camo on it chances are it is a Mossy Oak or a Real Tree pattern.  They both are incredibly established and continue to crank out great patterns.  You can find a pattern for almost any occasion.  Mossy oak origniated in the south and was designed for a lot of, you guessed it oak tree hunting but has a full pattern line all the way into arctic gear.  I am impressed with the company the R&D and how they are continuing innovation.  (For the record, Mossy Oak has a better logo and more distinguished look to the logo, RealTree has the better name)

1a- Real Tree - The company that has their camo everywhere.  Many top manufacturers use Real Tree including Russell, Wrangler and even Wal-Mart has some.  I don't think it takes away from the brand at all.  The fact that they have their patterns on everything means one of two things or maybe both.  1- they make such a quality product that everyone wants it, or 2- They don't have to have high margines hence the ability to sell it for cheap... either way the company is killing it.  Anyway you look at it, RT has a great selection of patterns that are all well researched and customized.  They have the best name of the bunch for marketing purposes.  I like where they are going with the brand and the newer logos they have been incorporating. 

Other notables: Under Armour (will crack the top 5 by next hunting season, they do have some original patterns), Seclusion 3D (you won't find much about it but it is Cabelas choice for private label stuff, could be on the list).

My top 5 Active Outdoor Companies based on branding

This list is based on the overall branding job that the companies have done.  This includes the overall look, the message, the essence, the strength of the brand and the creativity of the brand.  These are in desending order:

5- Patagonia.  Many would argue that this should be higher because it is well known among the faithful.  In a purely outdoors sense, yes it should, but for overall brand strength it lacks a little because of the weakness in the flash (then again, that's what make it what it is).  (BTW, I love Patagonia stuff, this is purely based off of the branding.)

4- Merrell.  I like Merrell.  I think they have great shoes and they've done a good job selling that.  It's incredible that they have done as much with so little.  They are a bit of a one trick pony but I like the organic feel and the appeal to everyone.

3- Mountain Hardware.  The brand is technical.  That is what they want to display.  You know that if the person is wearing the brand then that person understands the outdoors, otherwise they wouldn't be spending that much money on their equipment.  Clean and technical.  I like it for what it is.  They have done a good job of transmitting their message.

2- Columbia.  Mountain Hardware's mother company, Columbia has successfully become the provider to everyone on every level.  The company went from just ski parkas in the 90's to a complete outfitter.  The brand screams quality and value but still screams outdoors.  While not a top technical brand, they save that for MH, they still make great products but the overall branding and experience that Columbia gives you is top notch.  The brand appeals to everyone through imagery, price point, design, and function.  Well done.  (P.S. they make hunting apparel, big plus for me!)

1- The North Face.  They have been killing it for years.  I remember in high school in the 90's when someone had a TNF backpack, they were cool.  Interestingly enough TNF still remains an enigma on purpose.  At the base of the whole essence is a brand that doesn't care what anyone thinks because they basically created the role of an outdoors outfitter.  The simple logo has a ton of equity, the products are always quality and the imagery is solitude with accomplishment much like the brand itself.  As TNF continues to branch into new industries they keep the same essence and branding.  I really enjoy the brand and what has been done with it.  As of now they hold my top spot.

Bear Luke Outfitters and 3DMI Team up for a 3D Pheasant Hunt

On February 27 Bear Luke Outfitters and 3DMI out of South Jordan, Utah teamed up to film a Pheasant Hunt in 3D.  This is one of the first hunting events filmed in 3D at professional grade and the footage will be used for both stock and promotional purposes.  The 3D film industry is growing rapidly and 3D hunts are the next logical progression for the industry. The overall project was a joint effort with Bear Luke Outfitters, 3DMI, Browning Firearms, and Basin Family Pharmacy to offer a different and unique experience to the 3D world.  The most common 3D stock footage is usually aerial shots of city scape or mountain and beach scenes.  With this particular type of shoot the viewer now gets a first hand look at what a pheasant hunt looks and feels like up close and personal.

The shoot took place at the Pleasant Valley Hunting Preserve outside of Myton, Utah.  Peter Fuszuard the owner and founder of 3DMI called it "one of the most difficult shoots he's ever done, but one of the most gratifying".  Peter manned the camera and three hunters Ryan Luke, Brandon Luke and Cory Christensen who also had one dog and the guide George Dean  were the participants in the hunt.  The guides brought three Springer Spaniel dogs and the terrain was "rugged and perfect" according to Peter.  He also commented on how well the dogs worked for filming and how amazing it will be to to get the depth with the dogs that 3D offers.

The hunt lasted close to five hours with 15 birds being taken.  The hunt was threatened by a potential storm that was foretasted to hit which would have made the filming in 3D difficult due to snow flakes appearing directly in front of the camera and having scenery in the distance.  The hunt was treated to blue skies and great weather which all contributed to a very successful hunt.  The most important part of 3D is offering depth, the shoot allowed for birds to be seen flying away and the hunters to be in the foreground.  Overall the idea is to show viewers how the hunt happens but have it be incredibly realistic. Peter thinks that there will be enough footage to put together a spectacular short clip to show to vendors, potential investors, and other outdoor companies who may be looking to film other hunts in 3D.

3DMI focuses on 3D filming and is quickly becoming one of the leading 3D stock footage libraries.  Peter Fuszard has 20 years in the film industry and recently relocated from California to grow his company in Utah while being surrounded by the incredible scenery that Utah has to offer.  Bear Luke Outfitters out of Salt Lake City, Utah is a Outdoors Marketing company that focuses on the outdoors and hunting.  Bear Luke Outfitters organized the hunt and brought in the sponsorships for the hunt.  Browning Firearms out of Morgan, Utah provided the guns and apparel for the hunt and Basin Family Pharmacy in Roosevelt, Utah provided the birds.  This joint effort shows the optimism and growth of the 3D market and overall film market for Utah.

3DMI and Bear Luke Outfitters are hoping to take advantage of the outdoors around Roosevelt to film other outdoor activities in 3D.  Peter commented that Roosevelt is an "untapped market" for outdoor sports and filming.  Peter was impressed by the natural habitat and the very different landscape the Uintah Basin offers.  Many film makers and commercial producers are searching for something unique in terms of scenery and background.  "They are looking for something different, Moab, Canyonlands, the Wasatch Mountains have been numerous times but this, this is truly unique and could offer some great shots" Peter Said.  As the industry grows in Utah, the Uintah Basin is sure to garner some attention for its raw and rugged landscape.

Would be fun Co-Brand! Nissan Xterra Storm Trooper Edition

The other day I was driving around and I saw the "Nissan Xterra Storm Trooper Edition" and couldn't believe my eyes.  It was too good to be true.  I am a nerd yes, but this was great, two things I love!  A solid 4wd vehicle and Star Wars!  I had to look into it more.  I did some research and just as I thought, there really isn't a Storm Trooper Edition, rather some people took the look of a white Xterra with the black tubing and the predominate features and thought that it looked like a Storm Trooper (and they're right, it really does!).  Someone made up some stickers to sell online that looked like the Nissan font and boom, you have a Storm Trooper Edition. 

After I thought more about it it would be an amazing co-brand.  Think about some of the co-branding that goes on with cars.  I wrote earlier about the Jeep Call of Duty Black Ops Edition (here).  Ford has the Expedition Eddie Bauer package, the Harley Davidson package for the F-150, there is the L.L. Bean Outback.  Anyway, the list goes on and on.  This makes total sense from a brand essence point of view.  The Xterra has prided itself on being a rough and tough do anything SUV that is very capable offroad.  It has developed a great following due to the price point and reliability.  The image and essence that Nissan wanted to put out was to compete with the 4Runner and Cherokee but do it in a more adventurous and sophisticated sort of way.  The imagery for some of the campaigns was great.  There were guys repelling into holes and using the Xterra as an anchor, skiing, outdoors etc... all of it was to establish the car as the all in one outdoor adventure car.

Now a Storm Trooper.  They were/are (depending how you look at it) the all in one soldier.  The empire when they were the republic used them for everything.  They were clones but they were given the best traits of the Fett family.  (I'm totally nerding out but bear with my for a moment).  As diverse soldiers they were sent to fight in all kinds of terrain.  They were well equipped and adaptable.  They had a no nonsense look to them and the only way they distinguished rank was by some coloring (same as the military now days with ribbons medals etc...).  These guys were the Xterras of their day.  They did what they were told, they adapted and they weren't the most expensive but you certainly got your moneys worth out of them.

What a cool idea if Nissan could pull it off with Lucas Arts and the entire franchise.  They might sell a boat load of them and I for one would be the first to buy it.  Much like the Jeep Call of Duty Black Ops Edition it would have to meet the demands of both sides.  Do Star Wars lovers like the outdoors and driving 4wd vehicles?  Is it the same market... well, it's not as good as Jeep's and COD.  It would be a little far fetched.  You would need an eclectic person to appreciate what was being done but hey, I would buy one (What does that say about me?)

Some of the later Xterra campaigns in print:

 

Cross over brands: North Face, Keen, Adidas, Montrail, Salomon

It's no secret that I am intrigued by what Under Armour has done with its branding and where it has branched out, but last night my wife and I went to a running store in Salt Lake City called Wasatch Running.  It is probably the leader in running along the Wasatch Front.  While in there I asked about a couple of brands and what they thought of them there.  I asked about the Five Fingers and they said it was a good brand but would never run on pavement with them.  I asked about Under Armour and the consensus was that their running shoes just hadn't been around long enough.  What intrigued me most were the cross over brands meaning the trail shoes, the outdoors and the running world colliding.

The North Face.  It's an interesting problem to have.  First of all you have to develop a shoe that has the technology to compete with traditional running shoes and second you have to deomonstrate a knowledge of the outdoors.  In the window of the store was a big North Face poster with a trail runner.  It had the typical TNF feel to it, a stoic picture with someone completing something dificult but it was all in the parameters of running.  TNF definitely has the outdoors thing down but the running acumen is still something that they are accomplishing.  By sponsoring athletes and setting up a trail running campaign TNF is hoping to gain some credibility in the market.  Columbia has tried and is still trying but succeeding to a lesser degree.  TNF is crossing over into the athletic world in their apparel also.  It offers technical shirts for quick wicking with images of people training and running suggesting that they know their stuff.  It'll be fun to see how far they go and if they eventually get all the way into road and distance running shoes.

Keen is a bit different.  They claim to be the Hybrid shoe.  They focus their brand more on the outdoors with trail running being a small part of it. Still they are found in the running store and do have a feel of a cross over brand. On a side not Keen also says it's a hybrid brand because it can be used for a water life/ relaxing life/ technical life... I kind of like it.

Montrail was made for trail running.  If they go into road shoes then they'll start to become a cross over brand.  One reason that Columbia hasn't pushed itself too far into the trail business is because it owns Montrail.  An interesting little brand that was consumed by a bigger brand but left independent.  I wish them luck.

Salomon is a crossover from somewhere else.  They make great trail shoes and can often be found on the feet of avid day hikers.  They've been in the biz for a while but they crossed over from the ski industry hoping that the same people that followed them religiously with their ski eqipment are the same people who trail run and love the outdoors (side note, The North Face is banking on that same type of thing too).  They have hit a homerun and their shoes division is one of their fastest growing divisions.  They have done a good job with the branding.  Keeping it separate from the skis but you know that it's Salomon with the logo. 

Adidas Outdoor Imagery

Adidas fighting itself again.

Adidas.  A conglomerate, a jack of all trades and quite frankly a late bloomer.  Adidas has been playing catch up to Nike for years now.  Nike launched its ACG brand in the early 90's and Adidas was still stuck on lifestyle shoes (though it has been a huge seller for them).  In the early 2000's Adidas got into trail running a bit and put out some good shoes but it never took.  They didn't have the brand for it.  Nike separated themselves with the ACG and allowed for a brand to be developed.  Adidas recently launched Adidas Outdoors.  It is run out of a compeltely different division.  For the US it is ran out of Europe and offers a complete line of technical clothing and footwear.  Adidas has always had running shoes but now the brand is crossing over into the true outdoors.  I thought it was a mistake to name it Adidas Outdoor.  I thought they should have separated it and kept a small part of the logo in it.  As is they now still have to overcome the Adidas stigma of being a lifestyle brand.  They make some great stuff as was seen at the Outdoor Retailer Show but they still have the problem of dealing with themselves.  A new logo and name would have done some good for them.  Still they are crossing over.

I could talk about Under Armour but you might get sick of it.  Nike has obviously done a good job crossing over into: golf, football, baseball, basketball, trail, outdoors, skateboard etc... anyway, the point is that some of these other brands are still crossing over.  We'll see how their branding takes them into new realms.