Making Mizuno fit for (brand) purpose
Stephen WhitesideWarc
Mizuno USA's strategy for building its brand equity among America's growing army of runners is, necessarily, more of a marathon than a sprint.
The company competes for attention with major players like Nike, adidas, New Balance, and Reebok. And according to Ahmet Abaci, Mizuno USA's vp/brand marketing and management, four words sum up the hurdles it faces when taking on such formidable rivals: "Low awareness, low spend."
In overcoming these limitations, smaller brands typically rely on innovative campaigns that connect with consumers in novel ways. A paradigmatic example of that process...