$ADDYY: Identity Crisis at Reebok?

Takeaway: The sports-driven retailer would be better off spending its cash on R&D.

Reebok says its new delta ‘brand mark’ is not a logo, but a symbol

  • "Reebok...said Friday that it is marking a shift in focus, in part by unveiling a new brand symbol. The delta, Reebok said, is not a logo but a symbol --- a symbol of change. And a 'way of life,' the brand added." 
  • “'The branding change coincides with Reebok’s singular focus on fitness,' the brand said in a press release. '... Through the millennia, the delta has been a symbol of change and transformation. The Reebok Delta has three distinct parts each representing the changes—physical, mental and social – that occur when people push themselves beyond their perceived limits and embrace an active and challenging life.'”

$ADDYY: Identity Crisis at Reebok? - chart4 3 4

TAKEAWAY FROM HEDGEYE'S BRIAN MCGOUGH:

We will never ding a company for changing up its marketing. Great marketing works. It is a key component to a company's success. That said, there is one thing we are certain of: great product does not need great marketing. On that front, Reebok needs to focus those precious marketing dollars on Research & Development.

Join the Hedgeye Revolution. 

 


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