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Under Armour and Dove lead the way: Change branding as it is meant to be done

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Change Branding: Under Armour and Dove Set the Bar. NBA star Stephen Curry is one of the faces of Under Armour. (Quelle: Imago)
NBA star Stephen Curry is one of the faces of Under Armour. Bild: Imago

Even extremely successful sports brands and retailers can be faced with challenges when it comes to digitization. Requirements are becoming increasingly complex, especially in the field of brand communication, making change branding essential. Peer Hartog explained to ISPO.com what exactly is meant by change branding and what a brand needs to successfully “go digital.”

The marketing specialist has also identified a clear winner among sports brands when it comes to digitization.

Not even your local store is safe from digitization. How can brands and retailers get through to end consumers with their digital content? Soak up valuable insider knowledge in ISPO ACADEMY’s webinars. Take part now! >>>

Interview with Peer Hartog

ISPO.com: Mr Hartog, what does change branding imply?
Peer Hartog:
The term “change branding” is generally understood to describe a brand’s digital transformation, that is developing and expanding to cross- and multi-channel communication. However, if a brand lacks a clearly defined use, clean-cut position, and relevant attitude, it will not succeed in the digital era.

Changes often need to be made at an earlier stage, such as with the product and brand strategy including the brand’s position and essence, with the logo, corporate design and communication strategy.

Peer Hartog is the Creative Director at GERLACHHARTOG. (Quelle: Oliver Beckmann)
Peer Hartog is the Creative Director at GERLACHHARTOG. Bild: Oliver Beckmann

Does the process of digitization call the entire brand concept into question?
Digitization changes the way in which consumers perceive and experience brands. In the past, brands engaged in rather one-sided communication with customers: brand presents information, consumer absorbs it. These days, communication goes both ways, engaging the brand, its consumers, and other consumers.

This means that product performance, service, and price have become completely transparent. Consumers are more savvy and can no longer be fooled. So brands must demonstrate a thorough level of consistency and authenticity, as well as use all media channels to communicate…

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