Know-How Exchange : Branding

Actually, I am the graphic designer for Florsheim and NOT a student. I posted this to get the advice of other professionals within the field to get an outsiders prospective.

Thanks.

Well, in a perfect world that would be ideal. But, the Florsheim's are very conservative and usually don't step outside the box. We would certainly like to keep the 50+ demographic but also reel in the younger men as well with more casual and modern looking shoes, which is where the company is moving.

Thanks!

Sorry, I didn't mean to close the question.

Please keep responding.

Florsheim - need repositioning rather than rebranding. Rebranding is changing the image all together - not needed and also loosing a lot fo its brand equity. want to target new age group, start a campaign targeting 35-45, not rebranding. think about the consequences before you erase the history. IN other words, change the perception of Florsheim not the history.

sl/fc. You nailed it on the head. We want to change the perception of the brand, not the history and where Florsheim has come from.

The main thing we want to do is to update the logo so consumers know we are something new and not the same old(negative) Florsheim that we used to be. Is that appropriate? Also, we are in the beginning stages of redesigning the retail stores.

Thanks for all of the comments. I am in agreement with just repositioning and correcting the perception of the brand, I just need to convince my coworkers.

What do you think about doing a face-lift to the Florsheim typeface? It is not that memorable, although I don't think it needs to be because the Florsheim name is the carrier. But, it is a little out dated.

What do you think?

(Shelley: thanks for combining questions.)

PhilGrisoliaMarketing:

Thanks for your comments. Yes, I am in agreement with you on the look of the website as well as the catalogs. Those things are on the plate of changes and need to be refreshed. It is also nice to hear that from someone the is already a Florsheim consumer. There are also some good things coming out in the next few seasons.

Thanks!

Agree with re-positioning, not re-branding. To appeal to younger audiences, I can see a face-lift to the Florsheim typeface, if that goes together with re-designing the stores, your website, etc. I would encourage you to conduct some market research with current and potential new customers to understand the equity and values associated with your brand before changing anything at all.

NuCoPro:

That's no problem. I understood what you were talking about. Thanks for the comments and ideas. It is much appreciated.

JEsper,

I can see that as its graphic designer, you are looking to change the logo and type face, etc. Repositioning is much more than that. I agree with EvaV. Do research on the brand. where it stands in the market place, its equity, etc. Understand your audience of 35-45. Without that information/knowledge, you are just throwing a dart with blind fold on. I suggest an agency to work with you and walk your team through therepositionign process. It may affect everything from packaging for the new line of shoes, maybe separate website, and a whole list of things.

Think jeans, a funky organic t-shirt, sports coat and black Florsheims. Very European. Very cool.