Sperry Top-Sider Tackles "Real Value" for Changing Consumer Landscape

Lately, I've really been harping on aligning your business to fit into what I see as permanent changes to the culture of consumerism in the United States.  My last few posts have cited studies and experts that corroborate the view that marketers won't be able to solely appeal to Americans' spend happy ways, that instead each will need to find a way to bring "real value" to the equation.

For many companies, the green movement has provided the context to providing a greater value to consumers. However, while green commitments are important, they are fast becoming status quo and unless its part of your brand DNA (folks like Seventh Generation and Patagonia), it will be hard to use green as lasting platform.  

You gotta go with what is most real to you and your target, finding that cross-section of passion that speaks to them in both practical and emotional ways, equally and powerfully.

One company that has quietly affirmed its "real value" is Sperry Top-Sider. (full disclosure: they are a long time client of Cercone Brown & Co).  They are making serious moves to bring value to their consumer base.

First, they recently announced a joint effort with the  New York Yacht Club (NYYC) to reignited the roots of competitive sailing.  Together they will launch a new regatta this fall, the Invitational Cup, that brings sailing back to the early days of the America's Cup. Back when the best amateurs from across the globe competed for bragging rights and the love of the sport, and before such events required sponsorship from the world's largest corporations just to compete. Granted, yacht racing isn't something that most of us can afford to do, but for those that appreciate seamanship, this is a grand and pure stage not seen since in the sport for a long, long time.

And at a time when most are scaling back R&D, Sperry is coming to market with the most technically advanced boat shoe ever created.  Called the ASV Collection, anti-shock and vibration, the shoes save the feet, leg and lower back from the severe pounding of waves.  Instead of bringing the same-old to market, they have identified a real need and provided a real solution... which is exactly my point about REAL VALUE.

So, to succeed as Americans change their consumer focus, I believe you need to bring more to the table than ever before.  Something that's true to your brand, and important to your target.  And PLEASE, it doesn't all have to be green focused.  Consumers care about green, but we're fully rounded people.  We care about a lot of things. For Sperry customers, it's the passion for the sea, and that's what the brand brings (by the way, they also provide a lot of environmental support through Oceana, but just don't wear it on their sleeves.)

Bottom line: Find what hits home, then drive it home.  And that's real value.

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