Ch. 16 - Advertising, Public Relations and Sales Promotions

In our consumer culture of shiny-new-object syndrome, it is increasingly unlikely that a brand will survive—much less thrive—for more than a few seasons. But for 162 years, Levi Strauss & Co. has done just that. Since emigrated in 1853 from Buttenheim, Bavaria, to the U.S. and founded his company, there were only 31 American states. Another 32 years would pass before the automobile was developed. Among iconic U.S. brands, only Anheuser-Busch (founded in 1852) has been around longer than Levi’s. (Coca-Cola came about in 1892; Ford in 1903.) 

And yet Levi’s remains a formidable brand today. Fiscal 2014 revenue increased 2 percent over the previous year to $4.68 billion, and the company commands the highest share of the global jeans market. Retailers credit Levi’s for having unique brand assets they can’t get from other lines.
Moreover, Levi’s continues to be considered hip. Complex, a website devoted to twentysomething
males, listed Levi’s among its “15 Brands Hipsters Love,”
Shawn Parr, head of San Diego-based brand and innovation consultancy Bulldog Drummond, whose clients include Adidas, American Eagle Outfitters and Nike, observes, “Levi’s is like the Rolling Stones or Johnny Cash. They’re one of the all-time greats who defy and define the category, and without them, the genre wouldn’t be the same.”
The secret to the longevity of Levi’s actually isn’t a secret at all. The company uses classic brand-building principles to maintain and grow its brand equity. These are fundamental ideals that remain the keys to building a brand with staying power.



Commit and stay committed.

Above all else, Levi’s is authentic—and fiercely committed to maintaining and reinforcing that authenticity.
The company got its start by selling built-to-last pants to miners during the California gold rush. Demand spread across the nation, and as pioneering gave way to manufacturing in the economic landscape of the early 1900s, Levi’s became the clothing of choice for the working class.
These days, Authenticity is one of the most common business buzzwords and desired brand traits—and with good reason. The Authentic Brand Index (ABI) has shown that the stronger a brand’s perceived authenticity, the more likely people are to become advocates for it. Authenticity, ABI’s analysts observe, helps fuel success in today’s markets as consumers search for greater meaning and sincerity from the brands they choose. People desire to connect with products that feel safe and certain. Levi’s clearly identifies its core purpose, attributes and value—and then uses them as a compass for everything it does. This resonates particularly with today’s influential young consumers.
“Brands that create purpose win Millennials’ hearts, and brands that are different and authentic win their minds,” says Jeff Fromm, co-author of Marketing to Millennials.

     

Go for an Emotional Response.

The quality and integrity of Levi’s products is unquestionable. The rivets on the jeans have become a standard around the world, and the signature red-stitched selvage and double-needle stitching are superior design details. But the company’s brand messages have made a more culturally significant appeal.
As my professor would say "its important to make the audience connect with your brand, you must seek their empathy. Levi's has over the past decades cleverly gained the empathy of the consumers with pictures like the one above coupled with some out of the box campaigns such as in 2009 Levi’s stirred viewers with an expertly crafted and beautifully shot campaign titled “Go Forth.” The series of mini-films sets black-and-white images of a Hurricane Katrina-ravaged New Orleans against a soundtrack of Walt Whitman poetry. By celebrating the “brand for pioneers who are in the process of building a new America,” Levi’s once again managed to capture and convey a unique spirit.
In each of these campaigns, Levi’s stoked passion for its brand without describing its wares or promoting product features. In fact, it could be said that Levi’s advertising has systematically avoided selling its products—aiming instead for an emotional connection with consumers.

Defy the trends.

“What has kept Levi’s in the forefront of the ever-changing jean world is their market research— how they test product with a variety of diverse retailers and use that feedback to address various fits, washes and fashion elements to stay current. Evolving with time and putting product in strategic stores and locations and constantly making new product with an affordable pricing while staying true to it core values as been the key to Levi's sales promotion and success.