There was once a day when a computer filled a room. Now it’s in your palm. That’s the story my dad tells me at least. Soon, when my future children are old enough to understand, I’ll tell them how I used to read books and magazines made out of paper and I couldn’t simply touch the screen of my computer to make things happen. Also, I used to walk to school uphill, both ways, in the snow.
When we think about brand storytelling, we often imagine a brand as defined by its history. But how many brands pay homage to their histories? Especially those that have fluctuated as greatly as Converse’s?
Converse’s story began with great success. With a distinct American image and near stranglehold in athletics — particularly basketball — Converse ruled the feet of teenagers and young adults in the ’50s and ’60s. But new players like Nike, Puma, and Adidas appeared, slicing at its market share and innovating the field to the point that Converse lost its NBA sponsorship and ultimately was forced to file for bankruptcy in 2001.
Usually this would be the death knell for a shoe company — but not for Converse.
I’ve been intrigued and impressed with the tv ads for “He’s just not that into you”. They have an all star cast with clout, they were humorous and they were, wait for it, different. It wasn’t the same ad over and over, but a series of ads which all boiled down to the same same story platform, which happens to be the same as the title of the movie. So far, so good.
