Commotion Friday: Nomis Vanguard

Nomis is a soccer (football) shoe sold in Europe.  Their brand is an excellent example of a challenger brand attacking the market it in a unique way.  They needed to do something different to get their shoe into the hands of soccer, rugby, and field hockey players.  They bypassed many of the traditional retailers where they would get blown away by the likes of Nike, Umbro, Addidas, and Puma and went directly to their customer in a creative way using vans.  It’s by far not a new concept; Schwann’s has been selling food door-to-door for years.  It is a new twist for the athletic and sports industry though.

What I like most about Nomis is how their communication is purpose-driven.   After seeing it you want to be a part of it.  Challenger brands should consider what their purpose would be if they were leading a movement rather than just a business.  Movements are about meaning, making a difference, not commercialism.  They motivate people to action.  To get noticed challenger brands need to move beyond just a boring mission and have a higher purpose.   They are not only creating base of  consumers, but a base of loyal believers.  Nomis does a great job of communicating their purpose.

Latest recruitment video for dealers:

[youtube]http://www.youtube.com/watch?v=EdBmxbJrni8[/youtube]

Here is a spot from 2008:

[youtube=http://www.youtube.com/watch?v=k6z3bGILwMg]

http://morethanadvertising.com/

Digg

Stumble Upon

Del.icio.us

Buzz