New Brooks Slogan: From Nice to Naughty

After analyzing some large competitors, Brooks should begin changing their slogan to something more authoritative. In my last post, I talked about how the slogan of every listed Brooks competitor is authoritative. With a new slogan, Brooks has the potential to succeed even more for running shoe popularity.

With an authoritative tone, slogans can invoke motivation and inspiration. Both of these emotions are common when exercise is the purpose of a product. Right now, Brooks' "Run Happy" slogan does not have the authoritative tone that Nike's "Just Do It" has. So, first, Brooks' key message should be to inspire and motivate in an authoritative way.

Visually, the slogan will have a more aggressive font. Currently, the font is "Happy Feet." This font is a very fun one and feels like it doesn't take itself serious. To accomplish the look of an authoritative slogan, the font will need to feature something broad like Microsoft Word's "Bauhaus 93." I feel this font is still fun but more serious than "Happy Feet."

The Brooks brand has an identity that promotes consumer consideration and product quality. That is something that I would not want to change, however, the slogan needs to be more aggressive for motivation purposes. Even though Brooks' identity contradicts my idea for a slogan, I think the two opposites will marry well together.

Photo by Thomas Sorenes at the Pacific Lutheran University Cross Country Invitational on Sept. 29, 2012 and is viewable on Wikimedia Commons.

For a new slogan, I was thinking something like, "All the way through." That phrase is something that many runners are familiar with. As a runner myself, it is what I tell myself to get to the finish line. It is what my coaches and teammates would yell to motivate each other. Since the Brooks brand primarily caters to runners, a nostalgic message to motivate may be more relatable than "Run Happy."