The Ugly Sweater of Marketing

Have you ever attended an ugly sweater party? Typically hosted around the holidays, ugly sweater parties have gained rapid popularity in recent years for offering guests an excuse to put aside their cocktail attire and sip eggnog in the comfort of a hideous, yet festive, holiday sweater. You know the kind of sweater I’m talking about, the kind that pairs itself perfectly with mom jeans, complete with beading, appliqué, glitter and sometimes even battery-operated lights. When it comes to these sweaters, the more embellishments the better, but that’s not the rule of thumb when it comes to any marketing campaign.

In a recent New York Times article, Keds embellished its history stating it was “the original sneaker” with the hope that this would boost brand recognition among a younger demographic.  According to its Web site, Keds claims the term “sneakers” was coined in 1917 to describe the quiet rubber soles of its shoes. However, after further investigation of the lofty claim, the article reported that people had been using the term informally since the late 1880s. 

It may be a technicality, but there are a lot of brands out there that can claim to be the “original” of something, but they have to put their money where their mouth is. It’s simple – unless you are 100 percent confident in your claim, don’t make it. Any gray area could be dismal to your reputation.

Due to its lack of factual evidence, Keds’ claim has been challenged by several individuals who researched the history of sneakers and found evidence, dating back to 1887, contradicting the footwear giant’s assertion. As a result, Keds modified its campaign Web site, OriginalSneaker.com, explaining it was “the first sneaker brand, which popularized the term ‘sneaker.’ ”

Marshal Cohen, a researcher for the NPD Group, said, “With the reach of social media, the minute an ad campaign is challenged or can’t be substantiated, social media is going to spread that like wildfire. Before you make a statement, you have to be sure you can justify it and live up to it.”

I couldn’t have said it better myself. So keep on embellishing the clothes in your closet and the honest facts in your campaigns.

Posted by .(JavaScript must be enabled to view this email address) on 04/07 at 10:16 AM

Enjoy this post? Share it with others.

These are really good tips! Thanks. Gotta take note of these.

Posted by .(JavaScript must be enabled to view this email address)  on  11/05  at  10:43 PM

Thanks for sharing this. Will surely check this out. smile

Posted by .(JavaScript must be enabled to view this email address)  on  11/06  at  03:49 AM

This is a great and inspiring article.

Posted by .(JavaScript must be enabled to view this email address)  on  11/14  at  10:24 AM

Please keep up the good work and thank you for sharing!

Posted by .(JavaScript must be enabled to view this email address)  on  12/12  at  09:53 AM

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Posted by informal wedding dresses  on  01/18  at  03:17 PM

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Posted by sweaters sale  on  02/24  at  10:27 PM

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