While watching a video yesterday on Sir John Hegarty, one of the guiding lights of advertising over the last 50 years, I was made to realize how BBH (Bartle, Bogle, Hegarty) was fundamental to the brand building of Levi Strauss & Co. As a huge fan and consumer of Levi’s jeans and also of their advertising, oddly, I have never studied the brand strategy up close. Yesterday in the movie, John offered up the brand idea: Toughness. And he’s so right. Even as I sit in a pair now with a hole in the nether area, I completely understand this position. Toughness.
Admittedly, a good deal of advertising has hit the market, especially in the U.S. that has been off-idea. In fact, when stone washed jeans and tight-fitting jeans came to market, to expand the market, it become harder to support toughness. Stone washing made jeans less tough. Form-fitting jeans for women, reduced the toughness needed in the jeans and its appeal to younger women.
The rivets that made Levy’s tough, the mega-durable stitching, and the hearty denim fabric, all contributed to the main claim. But cowboys in stretchy jeans don’t really fit the brand. Or do they? Toughness is expected of Levi’s. Even when the models are dancing in the club. Toughness is as toughness does. We evolve, brands evolve,
Starts with a good product. Build it with a good brand strategy. Then, as Hegarty might say, it’s time for the magic.