Quick! Which company does this logo belong to?
Ding Ding Ding. If you answered Lululemon (which I’m guessing almost everyone except a few non-Canadian readers) probably did, you are correct. Now think for a second… have you ever seen an ad for this company on the radio, in the newspaper, or on TV? Surprisingly, other than the occasional yoga magazine, this company chooses not to advertise using the traditional forms that first come to mind when we consider advertising.
So, if they don’t buy traditional media space, why do you still feel saturated by this brand EVERYWHERE you look? The answer is simple. Owned media. This often overlooked media channel is amazingly powerful and highly undervalued by most companies. These forms of media are often less expensive and more credible in the eyes of a consumer.
Lululemon’s carefully selected use of bags; storefront displays; word-of-mouth; local brand ambassadors; savvy sales representatives; free in-store classes; and strategically placed clothing logos work wonders along with a strong company brand that is integrated into every customer encounter they can think of.
Add a personalized social media strategy where each store (who knows their local customers better than head office ever could!) is empowered to tweet, blog, Foursquare, or Facebook with their clients however they see fit proves to be far more effective than top-down delegation. For such a large company, this decentralized approach allows faster response time and real conversations to emerge.
This company lives, breathes, and thinks their brand and makes sure their customers do too. By embracing these overlooked media channels, it has allowed for differentiation in a highly competitive market and the belief that their product is more than just overpriced spandex; It’s a lifestyle choice.
Whether or not you like the company, with their impressive revenue in the millions along with substantial growth even during the recession, it may be time to think outside the box (or bag) with your own advertising strategy don’t you think?
Side note: following the trend of Copeland’s recent logo-interpreting blog posts – this simple, yet recognizable logo is not meant to represent the outline of a woman’s hair, the female reproductive organ, or a horseshoe as many out there may have guessed. The Lululemon Athletica logo is actually a stylized “A”, which stands for “Athletically Hip”, one of the many names considered for the company. Thankfully, the name “Athletically Hip” didn’t make the cut, but the logo did.