Content Marketing at Sperry: Repositioning an Iconic Brand to Target ‘Intrepid’ Millennials
The case is structured to achieve the following teaching objectives:
- Understand the issues and challenges involved in segmenting, targeting, and positioning a product.
- Understand the issues and challenges involved in targeting millennials.
- Understand the issues and challenges in repositioning an iconic brand to target a new segment.
- Understand the issues and challenges in digital marketing and content marketing.
- Analyze Sperry’s “Odysseys Await” campaign.
- Understand the characteristics of millennials and explore ways in which a brand can connect with this segment.
|THE ROAD AHEAD|
Content Marketing, Digital marketing, Social media marketing, Segmenting, Targeting; Positioning, Repositioning, Iconic Brand, Millennials, Characteristics of millennials, Customer trends, Content creation, Social media channels, Storytelling, Sperry